E-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness: the qualities Google looks for in content it can rely on.
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It's how Google describes the qualities of content people can rely on, and its guide to creating helpful content uses it to explain what its systems try to reward.
For AI search, it's a useful checklist. The pages AI platforms cite tend to be the ones a careful reader would trust too.
What each letter means
Experience is first-hand use. Have you actually drunk the coffee, run the café, fixed the machine?
Expertise is knowing the subject well, whether from training or long practice.
Authoritativeness is being a source that others turn to on the topic.
Trustworthiness is being accurate, honest and safe. Google says trust is the most important of the four.
Is it a ranking factor?
Google says E-E-A-T itself isn't a specific ranking factor. Its systems use a mix of signals that tend to line up with it. Its search quality raters are trained to judge E-E-A-T, but Google says rater data isn't used directly in its ranking. For topics that could affect someone's health, money or safety, Google gives even more weight to content with strong E-E-A-T.
How it shows up in practice
For example, Harrow & Pine sells espresso machines. A buying guide written by its head technician, with photos of the machines it tested, the date it was updated and a clear note of which brands it sells, shows all four. A page of general tips with no author, no date and no sign anyone used the machines shows none.
When an AI platform has both pages to choose from, there's a better chance it cites the first.