What is E-E-A-T and how do you show it on your website?
Google’s E-E-A-T (experience, expertise, authoritativeness, trustworthiness) explained, with practical ways to demonstrate it.
What each letter means
Experience: first-hand experience of the topic, like having actually done the job.
Expertise: knowledge and skill, often shown through qualifications and depth.
Authoritativeness: being recognised as a go-to source by others.
Trustworthiness: accuracy, honesty and safety. Google calls trust the most important part.
Why it matters more for some businesses
Topics that affect health, money or safety get extra scrutiny. Medical clinics, financial planners and lawyers should take E-E-A-T especially seriously.
Practical ways to show it
- Team pages with real names, photos and qualifications
- Licence and registration numbers where relevant
- Case studies and real job photos
- Clear authorship and dates on guides
- Accurate contact details and physical locations
- Reviews on independent platforms
- Citations of reputable sources where you make claims
What doesn’t help
Fake reviews, stock photos of “the team” and vague claims. They undermine trust with people and algorithms alike.
Frequently asked questions
Is E-E-A-T a ranking factor?
Not a single factor. It describes qualities Google’s systems aim to reward through many signals.
What does the extra E in E-E-A-T stand for?
Experience, added in December 2022.
How can a small business show expertise?
Through qualifications, detailed helpful content, real work examples and clear information about who is behind the business.
