What is E-E-A-T?
Experience, expertise, authoritativeness and trust: the qualities Google’s guidelines ask reviewers to look for in content.
The plain definition
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It comes from the guidelines Google gives to the people who rate search quality. It is not a score or a single setting you can change. It is a way of describing whether a page comes from someone who really knows the subject and can be relied on.
An example
A page about roof repair written by a roofer who shows real photos of past jobs, names the licence they hold, lists a real address and shows genuine customer reviews has plenty of evidence. A vague page with no author, no address and stock photos has very little.
Why it matters for a local business
You build it with ordinary honesty: show who you are, where you are and what you have done, keep your details consistent, collect real reviews and keep your advice accurate and current. It matters most for topics where bad advice could cost people money or safety.
Check it for free
See where you stand with the free review score checker. If you would rather have it handled, our Reviews service covers this as part of the monthly work.
Related terms
Part of the SEO glossary. New to all this? Start with the beginner’s SEO guide.
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