Google's quality guidelines describe E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. It's not a single ranking factor, but it summarizes what helpful, reliable content looks like — and AI systems favor the same qualities.
Experience
Show first-hand involvement: real project examples, process photos, anonymized case studies and lessons learned.
Expertise
Explain topics accurately and in depth. Include who wrote or reviewed content and their relevant background.
Authoritativeness
Earn mentions from respected sources in your industry, partnerships and certifications, and consistent coverage of your core topics.
Trust — the most important element
- Accurate, up-to-date information
- Clear contact details and business address
- Transparent pricing approach and policies
- Genuine reviews and testimonials
- Secure website (HTTPS) and privacy policy
- Honest claims — no fabricated statistics or reviews
Practical steps
- Add an About page with company history and team information.
- Add author or reviewer information to articles.
- Cite reputable sources when stating facts.
- Keep business information identical across your site and profiles.
- Update content regularly and show "last updated" dates.
FAQs
Is E-E-A-T a ranking factor?
It's a framework Google's raters use, reflecting what Google's systems aim to reward.
Do small businesses need E-E-A-T?
Yes — trust signals matter for every business, especially in health, finance and legal topics.
Does E-E-A-T affect AI Overviews?
AI Overviews draw on sources Google considers reliable, so the same signals help.
