E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google's quality rater guidelines and describes what makes content reliable. It is not a single ranking factor, but the signals behind it strongly influence how search engines and AI assistants judge your site.
The four parts
- Experience — have you actually done the thing you are writing about?
- Expertise — do you have the knowledge or skill to explain it well?
- Authoritativeness — do others recognise you as a source on the topic?
- Trust — is the site honest, secure and accurate? Trust matters most.
How to show E-E-A-T on a business website
- Clear About page. Explain who runs the business and what you do.
- Real contact details. Email, phone and a working contact form.
- Show your work. Portfolios, demos and case studies prove experience.
- Genuine reviews. Never invent testimonials.
- Author information on blog posts.
- HTTPS, privacy policy and terms pages.
- Accurate, updated content — refresh old prices and facts.
Content that demonstrates experience
Instead of "websites are important", write "here's how we planned a five-page website for a local clinic, what it cost and what we'd change". First-hand detail is hard to copy and easy for readers to trust.
Building authority over time
Get mentioned on local directories, industry sites and partner websites. Write guest articles. Answer questions where your customers ask them. Each genuine mention strengthens your reputation online.
Summary
E-E-A-T is simply what makes a business trustworthy in real life, shown on your website. Be specific, be honest and make it easy for visitors to verify who you are.