From E-A-T to E-E-A-T
Google's Search Quality Evaluator Guidelines have long included E-A-T (Expertise, Authoritativeness, Trustworthiness) as a framework for assessing content quality. In December 2022, Google added a second "E" — Experience — making it E-E-A-T.
The addition of Experience reflects a real shift in what Google rewards: not just technical expertise, but first-hand, lived knowledge. A medical doctor writing about surgery demonstrates expertise. A patient writing about their recovery experience demonstrates experience. Both have value, and the best content often combines them.
Trust Is the Central Factor
Google's documentation explicitly states that Trust is the most important dimension — the other three feed into it. A page can demonstrate expertise and authority but still fail on trust (outdated information, misleading claims, no contact information, no clear business identity).
Trust signals Google evaluates include: HTTPS, clear contact information, privacy policy, transparent authorship, and absence of deceptive design patterns.
YMYL Pages Face Stricter Evaluation
YMYL stands for "Your Money or Your Life" — content that could significantly impact someone's health, financial stability, safety, or major life decisions. Examples: medical advice, legal guidance, financial planning, news about current events.
For YMYL pages, E-E-A-T requirements are significantly stricter. An anonymous author writing about drug interactions will not rank well. A board-certified pharmacist with credentials listed will.
Demonstrating Experience
- Write in first person where relevant: "In my testing...", "When I implemented this...", "After using X for three months..."
- Include case studies with real outcomes and numbers
- Show photographs, screenshots, or artifacts of real work
- Include dates and context that establish when the experience occurred
Demonstrating Expertise
- Author bios with real credentials: degrees, certifications, years of experience, notable publications
- Factual accuracy verifiable by sources
- Depth beyond surface-level coverage — go into edge cases and nuances
- Cite primary sources (studies, official documentation, authoritative references)
Demonstrating Authoritativeness
- Backlinks from other authoritative sources in your industry
- Brand mentions in publications, podcasts, and industry events
- Author bylines on external publications
- Social proof: follower counts, community engagement, industry recognition
Demonstrating Trust
- Author pages with contact information and credentials
- Clear business identity: About page, physical address or business registration info
- Privacy policy, terms of service, and cookie notice
- No clickbait, no misleading headlines, no deceptive design
- Regular content updates with clear publication and revision dates
Links: Google's Quality Rater Guidelines blog post | Search Quality Evaluator Guidelines PDF
