E-E-A-T is an acronym that stands for experience, expertise, authoritativeness and trustworthiness. It is a fundamental evaluation framework that Google in its Search Quality Rater Guidelines to assess the quality of online search results.Contents and their creators. Although E-E-A-T is not a direct Ranking factor in the Google algorithm, it significantly influences how Google perceives the quality of content and what content users see in the Search results are presented. Google applies a strict standard to E-E-A-T, particularly for so-called YMYL topics („Your Money or Your Life“), which could affect a person's health, financial stability or security.
The four pillars of E-E-A-T
- Experience: This factor, added to E-A-T in December 2022, emphasizes the importance of the content creator's direct, personal or practical experience with the topic. It is about showing that the author has first-hand knowledge of the topic and has, for example, used a product themselves or actually used a service. Content that is based on real experiences is rated as more valuable by users and Google.
- Expertise: Expertise refers to the content creator's demonstrable knowledge or skills in a specific area. This can be demonstrated through formal qualifications, years of professional experience, publications or an in-depth knowledge of the topic. For complex or technical topics, a high level of technical expertise is crucial.
- Authority (authoritativeness): Authority describes the reputation of the content creator and the website as a recognized and reliable source within its industry or niche. This is demonstrated by external signals such as mentions, links from reputable websites (Backlinks) and underpins a positive brand perception. A strong authority signals that others in the industry view the creator or source as authoritative.
- Trustworthiness: Trustworthiness is the central and most important component of E-E-A-T. It encompasses the reliability, accuracy, honesty and security of the content and the entire website. A trustworthy website provides correct and up-to-date information, protects user data (e.g. through HTTPS), has clear contact information and transparent policies. Users must feel confident to trust the information provided.
The importance of E-E-A-T for SEO in 2025
In 2025, the consideration of E-E-A-T in the SEO-context is more important than ever. Google continues to place great emphasis on providing users with the most helpful and reliable information, and the E-E-A-T framework serves as a guide to this goal.
Although E-E-A-T itself is not a direct ranking factor, the principles are indirectly anchored in Google's algorithms. A website that meets high E-E-A-T standards is generally considered to be of higher quality, which can have a positive impact on its visibility in search results. Especially in an increasingly competitive search environment and given the increasing emergence of AIWith E-E-A-T -generated content, the ability to demonstrate authentic experience, in-depth expertise, recognized authority and unwavering trustworthiness becomes a decisive competitive advantage. The consistent implementation of the E-E-A-T principles is therefore a long-term strategy for building credibility with the target group and Sustainable SEO successes to achieve.
