EEAT

What it is

Google's quality framework covering Experience, Expertise, Authoritativeness, and Trustworthiness, used to judge how much a page and its creator can be relied upon. It is a lens for human raters and an influence on automated quality signals rather than a single score.

Why it matters

It increasingly shapes both classical ranking and which sources AI Overviews choose to cite, so weak EEAT can exclude a page from answer surfaces entirely. For sensitive topics it is often the deciding factor in whether content is shown at all.

How it works

It works through corroborating signals such as named authors with verifiable credentials, first-hand experience, citations, and a trustworthy site reputation, so the response is to make expertise and experience explicit and verifiable. Strengthen author bios, sourcing, and off-site reputation rather than adding keyword volume.

When it applies

It applies to every query but weighs heaviest on health, finance, safety, and other your-money-your-life topics.

Examples

• A medical article reviewed and bylined by a licensed clinician.
• A travel guide written by someone who clearly visited, with original photos and specific detail.
• A finance page citing primary regulatory sources rather than restating competitors.

How it is measured

• Presence and completeness of author credentials and bios
• Volume and quality of authoritative inbound citations
• First-hand experience signals such as original media and specifics
• Brand and entity reputation across independent sources