E-E-A-T

Definition

These criteria come from the guidelines Google provides to its quality raters (Search Quality Rater Guidelines). The first "E," for experience, was added in December 2022. Google clarifies that E-E-A-T is not a direct ranking factor, but a framework that describes what its systems aim to reward.

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How it works

In practical terms, content demonstrates experience when it is based on real-life involvement (a project, a client case), expertise when the author has mastered their subject, authority when other recognized sources mention it, and trustworthiness when the information is accurate, sourced, and transparent.

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Why it matters for your site

For an agency, a firm, or a software publisher, these are exactly the signals a prospect looks for before reaching out to you: who is writing, on what basis, and with what evidence. Generative AI also prioritizes reliable and verifiable sources.

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The We-R perspective

E-E-A-T cannot be "checked off" with a tag. It is built through identified authors, quantified client cases, sourced data, and a brand that is talked about elsewhere. That is why our articles cite their sources and our client cases provide measured results.

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Learn more

See also:GEO,AI Citation. And to put it into practice:our client casesorour SEO & GEO consulting services.

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Sources: Google Search Quality Rater Guidelines (December 2022 update) · Google Search Central, documentation on helpful content.

Last updated: October 2026.