Term
E-E-A-T
Experience, Expertise, Authoritativeness and Trustworthiness: concepts from Google's quality rater guidelines.
VAULT 33|27 · Updated 12 November 2026 · 1 min read
What it means
E-E-A-T comes from the guidelines Google gives its human quality raters, who assess search results. It describes what makes content credible: first-hand experience, real expertise, recognised authority and, above all, trust.
Why it matters for your business
It is not a single ranking factor or score, but it describes what Google's systems aim to reward. For service businesses that means real names, real qualifications, real work and accurate information.
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