E-E-A-T (Experience, Expertise, Authoritativeness, Trust)

E-E-A-T is Google's rubric for whether content deserves to be believed. Experience (firsthand knowledge), Expertise (real subject mastery), Authoritativeness (recognition by others), and Trustworthiness (accuracy and transparency). It carries the most weight in "your money or your life" topics — health, finance, safety.

E-E-A-T isn't a single ranking number — it's a framework human raters use to evaluate search quality, and its signals increasingly shape what AI engines trust and cite.

For brands, E-E-A-T is reputation made operational: named expert authors, credible third-party coverage, primary data, clear sourcing, a track record engines can verify. The same signals that satisfy E-E-A-T earn citation share inside ChatGPT, Gemini, and AI Overviews. Authority you can prove is authority engines will repeat.