E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It isn't a single ranking factor, but it describes what Google's systems try to reward. Here is how to strengthen each part.
Experience
Show that real people have done what you write about. Use original photos, case examples, results and specific details that only someone with hands-on experience would know.
Expertise
Put clear author information on your content: who wrote it, their background and why they are qualified. For service businesses, highlight certifications, years in business and team credentials.
Authoritativeness
Authority comes from what others say about you. Mentions and links from respected publications in your industry, interviews, podcasts and partnerships all help establish you as a recognised name.
Trustworthiness
Trust is the foundation. Make contact details easy to find, keep policies clear, use HTTPS, show genuine reviews and make sure your content is accurate and up to date.
Trust is built on-site through transparency and off-site through the company you keep.
Where to start
- Add author bios and an About page that tells your real story.
- Update or remove outdated content.
- Earn a few strong editorial mentions in your industry.
- Collect reviews from real customers on Google and industry platforms.
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