E-E-A-T

What each letter means

Experience is first-hand use: the author has actually used the product or done the thing. Expertise is knowledge of the subject. Authoritativeness is being a recognised source for it, which shows in who links to and cites you. Trustworthiness is the centre of the four: accurate, honest content on a site that is clear about who runs it.

Is it a ranking factor?

Not directly. E-E-A-T is a concept from the guidelines Google gives the people who rate search results; their ratings help Google judge whether its ranking systems work. There is no E-E-A-T score. But the signals the systems do use, such as links from respected sites, clear authorship and content that matches what experienced people say, point the same way.

It matters most for topics where bad advice costs money, health or safety, which the guidelines call "your money or your life".

Showing it on a startup's site

Name the author of each guide and say why they can write it. Show real numbers, screenshots and examples from your own product rather than generic advice. Keep an about page that says who runs the company and how to reach them. Cite your sources. And earn mentions on sites your readers already trust: a launch on a respected platform, a guest post, a quote in a newsletter.

Example

Two guides explain how to launch on Product Hunt. One is unsigned and generic. The other is written by a founder who launched three products there, with each launch's numbers. The second shows experience and is the one readers and search engines trust.

Questions people ask

What is the difference between E-A-T and E-E-A-T?

Google added the first E, experience, to its rater guidelines in December 2022. E-A-T is the older name.

Can a new site have strong E-E-A-T?

Yes, if its authors have real experience and show it. Authority takes longer, because it comes from what other sites say about you.