E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness -Google's framework for evaluating content quality. In 2022, Google added the extra "E" for Experience, signaling that first-hand knowledge matters more than ever.
E-E-A-T Research & Statistics 2025
- •Pages with strong E-E-A-T signals saw a 30% higher chance of ranking in top 3 positions (SEMrush 2024)
- •Experience has become one of the most important ranking elements in 2025
- •With AI-generated content flooding the internet, Google has doubled down on identifying genuine human experience
- •Google uses 200+ ranking factors, but E-E-A-T is among the most critical for quality assessment
Sources: Single Grain E-E-A-T Guide 2025, Backlinko Google Ranking Factors
Breaking Down E-E-A-T
Experience
Does the content creator have first-hand experience with the topic? Have they actually used the product, visited the place, or done the thing they're writing about?
Expertise
Does the creator have the knowledge and skills needed to cover the topic accurately? For YMYL topics, formal credentials matter. For others, demonstrated skill suffices.
Authoritativeness
Is the creator or website recognized as a go-to source for this topic? Authority is built through reputation, citations, mentions, and industry recognition.
Trustworthiness
Is the content accurate, honest, and safe? Does the website have proper security, clear policies, and transparent authorship? Trust is the foundation of E-E-A-T.
How to Demonstrate E-E-A-T
Show Your Experience
- Include personal anecdotes and first-hand observations
- Add original photos, screenshots, or videos of your experience
- Share specific details that only someone with experience would know
- Mention how long you've been working in the field
Establish Your Expertise
- Create comprehensive author bios with credentials and background
- Link to other published work, speaking engagements, or interviews
- For YMYL topics, include relevant certifications or degrees
- Demonstrate depth of knowledge through comprehensive coverage
Build Authoritativeness
- Earn backlinks from reputable sites in your industry
- Get mentioned in news outlets and industry publications
- Build a strong presence on relevant social platforms
- Create pillar content that becomes a reference in your niche
Prove Trustworthiness
- Use HTTPS and maintain proper website security
- Have clear privacy policies and terms of service
- Cite reputable sources and link to references
- Include clear contact information and business details
E-E-A-T & AIO Connection
Here's the key insight: E-E-A-T signals help with AI Optimization too. AI systems like ChatGPT and Perplexity are trained to prioritize trustworthy, authoritative sources -the same signals Google uses.
By building E-E-A-T for SEO, you're simultaneously improving your chances of being cited by AI systems. It's a win-win strategy.