E-E-A-T

DefinitionE-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness: the qualities Google's search quality raters look for in content and its creators.

It comes from Google's Search Quality Rater Guidelines; "Experience" was added in December 2022, and Trust is described as the most important part. E-E-A-T is not a single ranking factor, but Google's systems aim to reward content that shows these qualities.

In practice: show who wrote a page and why they know the subject, include first-hand detail, cite sources and keep facts current. The same habits make pages easier for AI engines to cite. See Writing pages AI engines cite.

Learn it step by step

• Writing pages AI engines cite (AEO and GEO fundamentals)

Related terms

• Entity: An entity is a distinct, identifiable thing, such as a company, product, person or place, that search engines and AI models can recognise and describe.
• AEO (answer engine optimization): AEO is the work of making your pages the source that answer engines (AI assistants and Google's AI answers) quote when they answer a question directly.
• Citation: A citation is a link or source reference an AI engine attaches to its answer, showing which page it took information from.