E-E-A-T Explained: How to Show Experience and Trust Online

Google’s quality guidelines describe E-E-A-T: Experience, Expertise, Authoritativeness and Trust. It is not a single ranking factor, but it describes the qualities that Google’s systems try to reward. Google’s guidance says trust is the most important of the four.

Experience

Have you actually used the product, visited the place or completed the project you are writing about? First-hand detail such as original photos, real results and lessons learned sets your content apart from generic summaries.

Expertise

Show that the person behind the content knows the subject. Add author names with short bios, qualifications where relevant and links to other work.

Authoritativeness

Authority grows when others recognise you: mentions, links and reviews from reputable sources, speaking engagements, or industry awards. It cannot be faked, but it can be earned steadily.

Trust

• Display clear contact details, an address and a privacy policy.
• Use HTTPS and keep your site secure.
• Be transparent about pricing, returns and how you make money.
• Cite reliable sources and update outdated information.

Higher stakes, higher standards

For topics that affect health, money or safety, the bar is higher. Content should be accurate, sourced and, where appropriate, reviewed by qualified people.

Start by improving your About page, adding real author details and updating your most important pages with first-hand examples.