E-E-A-T
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness and describes how Google assesses the quality of content and its creators.
The concept comes from Google’s guidelines for the human evaluation of search results; “Experience” was added at the end of 2022. It is not a single ranking factor but a yardstick for which content Google considers helpful and reliable.
In practice, E-E-A-T shows through identifiable authors, real references and case studies, transparent company details, up-to-date content and customer reviews.
The same applies to AI assistants: they prefer sources that demonstrably know what they are talking about.
What to look out for
- Publish real references and case studies with concrete results.
- Show who is behind the content: team, qualifications, experience.
- Provide a complete legal notice, clear contact options and transparent company details.
- Keep content up to date and show the date.
- Actively collect and reply to customer reviews on Google and other platforms.
Common mistakes
- Generic texts without visible experience — any agency could have written them.
- Anonymous website without names, faces or references.
- Outdated content describing services or prices from years ago.
Frequently asked questions
Not as a single metric. It describes how Google judges quality and trustworthiness; many individual signals feed into it.
With concrete projects, before-and-after examples, figures from real assignments, photos of your own work and content that clearly comes from practice.