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What is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)?

The four criteria Google uses to assess content quality: experience, expertise, authoritativeness and trust.

Detailed definition

Four main signals defined in Google's Search Quality Rater Guidelines. Experience: whether the author has first-hand experience of the subject. Expertise: indicators of expertise (certifications, academic background). Authoritativeness: being recognised as an authority in the sector (backlinks, mentions). Trustworthiness: trust signals (HTTPS, compliance with KVKK (Turkish data protection law), company information). E-E-A-T is especially critical in YMYL (Your Money Your Life) categories such as health and finance.

Examples

  • Showing doctors' diplomas on a clinic website is the "Expertise" signal of E-E-A-T.
  • An author bio plus a link to a social profile is an "Authoritativeness" signal.

Related terms

SEO (Search Engine Optimization) The discipline of increasing a website's organic (unpaid) visibility on Google and other search engines. Schema.org / Structured Data The standard for adding machine-readable data to web pages. Critical for Google rich results and for AI engines. Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS. LCP (Largest Contentful Paint) How long the page's main content block (usually the hero image or heading) takes to load. Good: <2.5s, poor: >4s. CLS (Cumulative Layout Shift) The total score for unexpected layout shifts while the page loads. Good: <0.1.
From the same category

Other terms in the SEO category

Core Web Vitals The three main metrics Google uses to measure site performance: LCP, INP and CLS. LCP (Largest Contentful Paint) How long the page's main content block (usually the hero image or heading) takes to load. Good: <2.5s, poor: >4s. CLS (Cumulative Layout Shift) The total score for unexpected layout shifts while the page loads. Good: <0.1. Schema.org / Structured Data The standard for adding machine-readable data to web pages. Critical for Google rich results and for AI engines. On-Page SEO The SEO optimisation carried out on the page itself: title, meta description, heading hierarchy and content quality. Backlink A link given to your site from another site. One of the most important off-page signals in SEO.
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