What is E-E-A-T in SEO and How Google Measures It (2025 Guide)

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a framework Google uses to assess the quality and reliability of web content, especially for topics that can significantly impact a user's life (YMYL).

While not a direct, measurable ranking factor like page speed, E-E-A-T principles are embedded in Google's algorithms and are crucial for long-term SEO success. Google's systems are designed to identify and reward content that demonstrates strong E-E-A-T.

The addition of 'Experience' (transforming E-A-T to E-E-A-T) signifies Google's increased emphasis on content created by someone with demonstrable, first-hand experience with the topic. This is especially valued for reviews, how-to guides, and personal advice.

Focus on creating high-quality, people-first content. Showcase author credentials, build a strong brand reputation, encourage genuine reviews, secure your website (HTTPS), provide clear contact information, and cite reputable sources. For 'Experience,' share real-world insights and case studies.

Absolutely. As AI can generate vast amounts of content, E-E-A-T helps Google distinguish genuinely helpful, human-reviewed, and experienced-based content from potentially generic or inaccurate AI outputs. Demonstrating E-E-A-T is key to standing out.