In recent years, more and more people have started using AI tools like ChatGPT to search for information. Still, traditional search engines remain widely used. Many users may wonder: how do search engines decide what content appears at the top of the results?
Google, the dominant player in the search engine space, highlights a key set of criteria that influence its rankings—E-E-A-T. This stands for Experience, Expertise, Authoritativeness, and Trustworthiness. But why is E-E-A-T so crucial? And how does Google assess it?
In this article, we’ll explore what E-E-A-T means, how it impacts SEO, and how marketers and site owners should respond.
What Is E-E-A-T and Why Does It Matter?
What Is E-E-A-T
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
E-E-A-T originates from Google’s Search Quality Evaluator Guidelines—a document used by human evaluators to assess the quality of search results. While this guide doesn’t directly alter rankings, it significantly influences the algorithm’s development. Essentially, if your site aligns with E-E-A-T, it’s more likely to rank well.
Search Quality Evaluator Guidelines (PDF, English only)
These guidelines include many examples of what constitutes high- or low-quality content. By studying these, content creators can learn what makes a page valuable in Google’s eyes.
Interestingly, AI-powered search tools also tend to reference websites that rank highly in traditional search engines. That means if your site scores well in E-E-A-T, it may also be favored by AI search tools—making E-E-A-T even more important in the era of AI search.
The Evolution of E-E-A-T
History of E-E-A-T
- 2014: Google introduced E-A-T (Expertise, Authoritativeness, Trustworthiness).
- 2018: E-A-T standards were raised for YMYL pages (content affecting health and finances).
- 2022: Experience was added, creating E-E-A-T, emphasizing firsthand experience.
E-E-A-T wasn’t created overnight. It’s the result of over a decade of refinement.
According to Search Engine Journal, Google first introduced E-A-T (Expertise, Authoritativeness, Trustworthiness) in 2014 within the quality guidelines.
Google’s E-A-T: Busting 10 Misconceptions
In August 2018, Google rolled out a major core algorithm update that emphasized a concept called YMYL (“Your Money or Your Life”)—pages that can affect users’ well-being, finances, or safety, such as content about health, medicine, finance, and legal matters. For such pages, the bar for E-A-T is especially high because misinformation could cause serious harm.
Search Engine Land on Google’s 2018 Core Update
In December 2022, Google added a new “E” for Experience, evolving E-A-T into E-E-A-T. This addition emphasizes whether the content creator has actual, hands-on experience with the subject they write about. For example, did they actually use the product they’re reviewing? Have they visited the location they describe?
Google’s blog post on E-E-A-T
What Does E-E-A-T Mean in Detail?
Let’s break down each component of E-E-A-T.
Experience
This is the most recent addition to the framework. It evaluates whether the content creator has actually experienced the topic they’re discussing.
For example, if someone is writing a review about a product, did they actually use it? If they’re writing about a travel destination, have they really been there?
Google says:
“Experience: Consider the extent to which the content creator has the necessary first-hand or life experience for the topic. Many types of pages are trustworthy and achieve their purpose well when created by people with a wealth of personal experience. For example, which would you trust: a product review from someone who has personally used the product or a “review” by someone who has not?”
Showing that the writer has real, hands-on experience builds trust with both users and Google.
To show experience:
- Include original photos
- Share personal anecdotes
- Highlight hands-on testing or visits
Expertise
Expertise refers to how knowledgeable or skilled the writer is regarding the topic. For some topics—like personal hobbies—formal credentials aren’t necessary. But for subjects like law or medicine, credentials and professional training are expected.
Google says::
“Expertise: Consider the extent to which the content creator has the necessary knowledge or skill for the topic. Different topics require different levels and types of expertise to be trustworthy. For example, which would you trust: home electrical rewiring advice from a skilled electrician or from an antique homes enthusiast who has no knowledge of electrical wiring?”
To demonstrate expertise, provide accurate and well-researched information. Also, focusing your site on a specific niche (e.g., only tech or only healthcare) can enhance perceived expertise.
Ways to demonstrate expertise:
- Cite reliable sources
- Mention credentials or qualifications
- Use accurate, in-depth explanations
Authoritativeness
This refers to whether you—or your website—are recognized as a reliable source.
Google says::
“Authoritative pages of all types can be found. Government tax websites are an authoritative source for tax forms. Local businesses and organizations may be go-to sources for local information. When looking at a page or website, consider whether it is considered a go-to, authoritative source for the type of information it is displaying.”
For example, Apple’s own website is the most authoritative source for information about Apple products. Likewise, government websites and academic institutions generally have high authority.
Linking to credible sources, having a clear author profile, and gaining backlinks from trusted sites all help improve your authority.
Enhance your authority through:
- Earning backlinks from trusted institutions
- Displaying author bios
- Getting mentioned or quoted by other reputable sites
Trustworthiness
Trust is the most important element among the four. Even if you have experience, expertise, and authority, if your site isn’t trustworthy, it won’t rank well.
Google says:
“Experience, Expertise, Authoritativeness and Trust (E-E-A-T) are all important considerations in PQ rating. The most important member at the center of the E-E-A-T family is Trust.”
This is why scam websites—even if well-designed—are penalized. Google wants to ensure users aren’t misled.
Trust can be established by:
- Publishing your privacy policy and terms of use
- Using HTTPS for secure connections
- Providing accurate contact information
- Being transparent about who wrote the content and why
These steps aren’t all listed explicitly in the guidelines, but they are widely recommended by SEO professionals.
Conclusion: E-E-A-T Will Become Even More Important in the Future
E-E-A-T is not just a technical SEO term—it’s a principle that guides the creation of high-quality, user-friendly websites. Google rewards content that is helpful, accurate, and safe.
It’s also essential to remember that AI search engines are likely to favor content that already ranks well in Google. That means optimizing your website according to E-E-A-T helps you prepare for a future where AI tools dominate how we access information.
Rather than seeing E-E-A-T as a checklist, consider it a standard for quality. By creating content that reflects experience, demonstrates expertise, earns authority, and builds trust, you’ll naturally attract both users and search engines.
Such content is also more likely to be shared on social media or referenced by journalists and bloggers—helping you grow your presence even further.
Additional information:
In Japan, trust is considered especially important in SEO. There was a past incident where a major online publisher, having lost trust, had to shut down its website and lost all its articles. Because of this, it is crucial to focus on ways to build and maintain trust when doing SEO in Japan.