Google Policy

What Is E-E-A-T?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness — the qualities Google's Search Quality Rater Guidelines ask human raters to assess when judging the quality of a page.

Why it matters

It is the clearest published statement of what Google says it wants content to demonstrate, so it is a useful checklist when you are writing a guest post: name a real author, show first-hand experience, and make the publisher's editorial standards visible.

Example

A guest post on cast-iron cookware written by a named chef, with photographs of their own pans and a bio linking to their restaurant, demonstrates experience and expertise. The same text published anonymously demonstrates neither.

Common misconception

That E-E-A-T is a ranking factor with a score you can optimise. Google has been explicit that it is not a single signal in the algorithm — it is a concept used by quality raters to evaluate whether search results are good, which then informs how the ranking systems are developed. There is no E-E-A-T number.

Related terms

Editorial Link A link a publisher chose to give, on merit, inside their content. Topical Relevance How closely a linking site's subject matches your own. Guest Post An article you write that is published on someone else's site. Outreach Contacting site owners to ask for a placement or link.

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