The four parts
- Experience: first-hand use of the product, place or problem.
- Expertise: knowledge and skill in the subject.
- Authoritativeness: recognition by others in the field.
- Trust: accuracy, honesty and safety. This is the most important part.
How to show it
- Add author bylines with short bios, credentials and photos.
- Use original photos, case studies and real results.
- Show reviews and testimonials from real customers.
- Link to sources for statistics and claims.
- Publish clear About, Contact, Privacy and Terms pages.
- Show business details: address, licences, registration numbers.
- Keep content updated and show the date.
Check your own site
Run free auditSee how your site scores on this in about two minutes.
Why AI engines care
AI assistants try hard to avoid repeating wrong information, so they lean towards sources with clear authorship, consistent facts and good reputations. The same work that builds E-E-A-T makes you more citable.
Frequently asked questions
Is E-E-A-T a ranking factor?
Not a single measurable factor. It is a framework Google uses to evaluate quality, reflected in many underlying signals.
Do small businesses need author pages?
For blog and advice content, yes. A short bio showing real experience goes a long way.