E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is the framework Google uses to assess the credibility and quality of a site's content.
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness — concepts from Google's Quality Rater Guidelines used by Google's human raters to score page quality. Experience refers to the author's demonstrated personal experience with the topic. Expertise to in-depth knowledge. Authoritativeness to recognition in the field. Trustworthiness to the accuracy and transparency of the information. E-E-A-T is critical for YMYL (Your Money or Your Life) niches: medical, financial, legal.
Google has confirmed that E-E-A-T influences ranking, especially after the "Helpful Content" (2023) and "Core" (2024) updates. Sites without clear signals of expertise and authority lost significant organic traffic in these updates.
Source: Google Search Central — E-E-A-TOn-page SEO covers all the optimizations made directly on your site's pages — titles, headings, content, meta descriptions and URL structure.
A featured snippet is the box that appears above Google's organic results — "Position 0" — showing a direct answer to a question, extracted from one of the indexed pages.
Schema markup is structured data in JSON-LD format added to a page's HTML that helps Google and LLMs understand the context and type of the content.
A backlink is a hyperlink placed on an external site that points to a page on your site, signalling authority and relevance to Google.
Explore how to apply this concept to your industry and city.