What each letter means
Google's guidance on helpful content names all four, and says trust is the most important:
- Experience: the author has done the thing, used the product or been to the place.
- Expertise: the author knows the subject well enough to get the details right.
- Authoritativeness: others treat the site or author as a go-to source on the subject.
- Trustworthiness: the page is accurate, honest about who wrote it, and safe to rely on.
Is E-E-A-T a ranking factor?
Not as such. Google says E-E-A-T itself isn't a specific ranking factor; its systems use a mix of signals that tend to identify content with good E-E-A-T, and give that even more weight on topics that could affect people's health, money or safety, which Google calls Your Money or Your Life topics. The term is spelled out in Google's search quality rater guidelines. Raters are people who check whether results look good; Google says they have no control over how pages rank.
How a page shows it
Name who wrote the page and why they know. Include first-hand detail only someone who did the work would have: the photo you took, the price you paid, the step that went wrong. Cite sources for facts and numbers, keep an about and contact page, and correct pages when facts change.