What is E-E-A-T?

By the Variask team · Updated

Definition

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It comes from Google's search quality rater guidelines and describes what makes content credible.

Also called Experience, expertise, authoritativeness and trust

What each part means

  • Experience: first hand use of the product or topic.
  • Expertise: the knowledge or skill to speak on it.
  • Authoritativeness: recognition by others as a go to source.
  • Trustworthiness: accuracy, honesty and transparency, the most important of the four.

What it means for brands

  • Named authors, clear sourcing and real experience make content more credible to people and machines.
  • Trust signals such as contact details, policies and accurate claims matter for AI answers too.

Questions

E-E-A-T:
common questions

Google describes it as a framework its raters use, not a single ranking signal. Its systems aim to reward content with these qualities.

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