What is E-E-A-T and how do you show it on your website?

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google's Search Quality Rater Guidelines, the handbook human raters use to evaluate search results. Google says trust is the most important part. E-E-A-T is not a single ranking factor or score, but Google says its systems look for signals that line up with it, so showing it clearly on your site is worth the effort.

What does each letter mean?

Each part describes a different reason a reader might trust a page. Google added the first E, for experience, in December 2022.

Is E-E-A-T a ranking factor?

Not directly. Google has said E-E-A-T itself is not a specific ranking factor. Raters' scores do not change rankings for individual pages; they are used to evaluate whether Google's systems are working well. However, Google says its systems use a mix of factors that identify content with good E-E-A-T, and it gives extra weight to these qualities for topics that could affect people's health, money, safety or wellbeing.

For an education business, pages about fees, loans, admissions or career outcomes affect real decisions. Treat them with the care Google describes for these sensitive topics.

What does Google ask content creators to check?

Google's guide on creating helpful, reliable, people-first content suggests evaluating content by "Who, How and Why". Who created it should be clear. How it was created should be explained where readers would expect it, such as how a ranking or review was tested. Why it exists should be to help people, not mainly to attract search visits.

Which pages show trust on a website?

A small set of basic pages does a lot of the work. They tell both readers and quality raters who is responsible for the site.

• About page. Who runs the organisation, since when, where, and what qualifies you. Name the founders or leadership.
• Contact page. A real address, phone number and email, not just a form. For a coaching centre in Kota, that means the actual branch address.
• Privacy policy. How you collect and use enquiry data, which matters for any lead form.
• Terms and refund policy. Fees, cancellation and refund rules in plain language.
• Social profiles. Links to your official accounts, so people can confirm you are who you say.

How do you show experience and expertise on articles?

Show who wrote the page and why they are qualified to write it. Anonymous content gives readers nothing to judge.

1. Add a byline with the author's real name on every article.
2. Link the byline to an author page with their role, qualifications and experience.
3. Include first-hand details that only a practitioner would know, such as common mistakes students make in a real exam.
4. Show a published date and a last-updated date, and update facts like exam dates and fees.
5. Cite sources for facts and statistics, linking to official bodies such as exam boards or regulators.
6. Have subject experts review sensitive content and say so on the page.

How does E-E-A-T relate to AI search?

The same signals help AI assistants decide what to trust and how to describe you. Clear authorship, consistent business details and cited sources make your pages safer to quote. See entity SEO for making your brand unambiguous across the web.

Common mistakes

• Fake or stock-photo authors. Use real people with real credentials.
• Hiding fees or refund terms, which undermines trust more than any missing bio.
• Claims such as "No. 1 institute in India" with no evidence.
• Contact pages with only a form and no address or phone number.
• Policy pages copied from another site with the wrong business name left in.

How to check this with Spider

A Spider page audit checks whether your site links to an about page, contact page, privacy policy and terms page, whether contact details such as a phone number or email are visible, and whether official social profiles are linked. Fix any failures, then review your top articles by hand for bylines, author pages and sources.