Sneha Jasrasaria Quick answer
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It is how Google’s quality guidelines describe content that deserves to rank. Show it with real authors, first-hand experience, case studies, reviews, clear contact details and accurate, up-to-date information.
Key takeaways
- Trust is the most important part of E-E-A-T
- Show who wrote the content and why they know
- First-hand experience and real examples stand out
- Clear contact details and policies build trust
Google wants to show content from people who know what they are talking about. Its quality guidelines describe this as E-E-A-T.
The four parts
Experience. Has the writer actually done this? A review from someone who used the product, or a guide from someone who ran the campaign.
Expertise. Does the writer have the skills or knowledge? Qualifications, years in the field, specialist work.
Authoritativeness. Is the person or brand recognised? Mentions, links, awards, press.
Trustworthiness. Is the page accurate, honest and safe? This is the most important part.
How to show E-E-A-T on your website
Add real authors
- Name the author on each article.
- Add a short bio and link to their LinkedIn.
- Create an About page with your team and story.
Share first-hand experience
- Use your own photos instead of stock images where you can.
- Include results from your own projects. For example, our Mahindra page shares 1,200+ test-drive enquiries from real campaign work.
- Explain what you learned, including what did not work.
Prove it
- Case studies with client names and numbers.
- Google reviews and testimonials.
- Certifications, memberships and awards.
Be transparent
- Clear contact details, address and phone.
- Terms, privacy and refund policies.
- Updated dates on articles.
E-E-A-T and AI search
AI tools also look for trustworthy sources. The same signals that help with Google help you get cited. See writing content AI can quote.
E-E-A-T for local businesses
For a local business, E-E-A-T can be as simple as real photos of your team at work, a named owner, years in business, a physical address, genuine reviews and case studies of work you have done for local clients.
A quick audit
Pick your five most important pages and ask: Who wrote this? Why should I believe them? Where is the proof? How do I contact them? Fix any page that cannot answer all four.