E-A-T

What is E-A-T?

E-A-T is a concept used by Google to assess the quality of content on the web. These three factors—Expertise, Authoritativeness, and Trustworthiness—are part of Google's Search Quality Evaluator Guidelines. Expertise refers to the skill and knowledge of the content creator, authoritativeness indicates the credibility and recognition of the creator and the website, and trustworthiness assesses the reliability and accuracy of the content. E-A-T is especially important for websites dealing with sensitive topics like health, finance, and legal advice, where inaccurate information can have significant consequences. By focusing on E-A-T, website owners can improve their search engine rankings and provide more valuable content to their users.

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness.

Examples

A medical blog written by a licensed doctor with years of experience in the healthcare industry. The doctor provides well-researched articles, cites credible sources, and includes peer-reviewed studies. This blog would be considered high in E-A-T for medical content.

A financial advice website managed by certified financial planners who regularly contribute articles and expert opinions. The site includes author bios, credentials, and links to their professional profiles. This establishes the site's authority and trustworthiness in financial matters.

Additional Information

E-A-T is not a direct ranking factor but influences how Google's algorithms interpret the value of content.

Improving E-A-T involves regularly updating content, obtaining high-quality backlinks, and showcasing author credentials.

References

Google E-E-A-T: What It Is & How It Affects SEO - Semrush

An SEO guide to understanding E-E-A-T - Search Engine Land

Google E-E-A-T: How to Create People-First Content (+ Free Audit)