Google can't interview your experts. It can't verify your credentials. So how does it decide who to trust?
The E-E-A-T Framework
In 2026, as AI-generated content floods the internet, Google has doubled down on identifying content that demonstrates genuine human experience, expertise, authoritativeness, and trustworthiness.
According to a 2024 SEMrush study, pages with strong E-E-A-T signals saw a 30% higher chance of ranking in the top 3 positions. The March 2024 Core Update resulted in the deindexing of hundreds of websites containing significant amounts of AI-generated content, confirming that E-E-A-T is no longer optional.
What E-E-A-T Stands For
E-E-A-T is an acronym for Experience, Expertise, Authoritativeness, and Trustworthiness. It's a framework that Google's human reviewers use to assess content quality, as defined in Google's Search Quality Rater Guidelines.
While E-E-A-T is not a direct algorithmic ranking factor, Google uses signals related to E-E-A-T to determine content quality, which influences rankings.
Why Google Added Experience
In December 2022, Google added "Experience" to the framework. This acknowledges that expertise alone isn't always sufficient. Consider:
- A product review by someone who actually used the product vs. one from specifications alone
- A travel guide from someone who visited vs. one compiled from other articles
- A tutorial from someone who performed the task vs. one based purely on research
How E-E-A-T Affects Rankings
E-E-A-T indirectly influences rankings through multiple pathways:
Signal Aggregation:
- Backlink profiles from authoritative domains
- Author credentials and bio information
- Content depth and originality
- User engagement metrics
- Site security and transparency
- Citations and references
Core Algorithm Updates in 2024-2026:
- March 2024: Reduced low-quality content by 45%, emphasized AI content lacking E-E-A-T
- August 2024: Rewarded small publishers demonstrating strong E-E-A-T
- November 2024: Greater emphasis on E-E-A-T for YMYL topics
- December 2024: Heavy favor for sites with strong E-E-A-T
Experience Signals
Experience represents the newest and most challenging component of E-E-A-T. It requires demonstrating that content was produced with first-hand, real-world experience.
First-Hand Experience Demonstration
Product and Service Reviews:
- Unique photographs showing the product in use (not stock photos)
- Specific details from hands-on experience
- Personal observations about quirks and limitations
- Timeline of experience ("After using this for six months...")
How-To and Tutorial Content:
- Step-by-step documentation with original photos/videos
- Troubleshooting tips based on actual challenges
- Time estimates from real experience
- Common mistakes and how to avoid them
Location-Based Content:
- Original photography from the location
- Specific visiting details (hours, pricing, crowd levels)
- Personal anecdotes and observations
- Insider tips guidebooks don't cover
User-Generated Content
Leverage your community's experience:
- Verified purchase reviews with specific details
- Photo and video reviews from actual users
- Case studies with specific metrics
- Before-and-after documentation
Expertise Signals
Expertise is about demonstrating deep knowledge and qualifications in your subject matter.
Types of Expertise
Formal Expertise:
- Academic credentials and degrees
- Professional certifications
- Industry awards and recognition
- Published research or books
- Speaking at conferences
Everyday Expertise:
- Years of experience in a field
- Demonstrated track record
- Accumulated practical knowledge
- Community recognition
Demonstrating Expertise
Author Credentials:
- Create detailed author bios
- Link to LinkedIn, professional profiles
- List relevant qualifications
- Show awards and achievements
Content Depth:
- Cover topics comprehensively
- Provide unique insights
- Reference primary sources
- Include original data or research
External Validation:
- Guest posts on authoritative sites
- Citations from other experts
- Media mentions and quotes
- Industry speaking engagements
Authoritativeness Signals
Authoritativeness measures recognition from others in your industry—external validation of your expertise.
Building Authoritativeness
Backlinks from Respected Sites:
- Earn links from industry publications
- Get featured in authoritative media
- Contribute to respected platforms
- Build relationships with journalists
Industry Recognition:
- Accumulate positive reviews
- Win industry awards
- Get mentioned by influencers
- Participate in expert roundups
Brand Presence:
- Consistent brand messaging
- Active social media presence
- Community engagement
- Thought leadership content
Measuring Authoritativeness
- Domain authority metrics
- Quantity/quality of backlinks
- Brand search volume
- Mentions across the web
- Social media following and engagement
Trustworthiness Signals
Trustworthiness is the most critical component—the foundation that the other three elements rest upon.
Technical Trust Signals
Security:
- HTTPS implementation
- SSL certificate
- Secure payment processing
- Regular security updates
Transparency:
- Clear contact information
- Physical address displayed
- Privacy policy and terms
- Editorial policies
Content Trust Signals
Accuracy:
- Cite authoritative sources
- Fact-check all claims
- Update outdated information
- Correct errors promptly
Attribution:
- Clear author identification
- Publication and update dates
- Source citations
- Disclosure of affiliations
User Trust Signals
- Customer reviews and ratings
- Third-party trust badges
- Professional associations
- Case studies and testimonials
Building Author E-E-A-T
Author Page Best Practices
Create comprehensive author pages that include:
- Professional photo
- Detailed biography
- Credentials and qualifications
- Published works and contributions
- Social media and professional profiles
- Areas of expertise
- Contact information
Author Schema Markup
Implement structured data for authors:
{
"@type": "Person",
"name": "Author Name",
"jobTitle": "Position",
"worksFor": {"@type": "Organization", "name": "Company"},
"sameAs": ["LinkedIn URL", "Twitter URL"]
}
Building Personal Brand
- Consistent presence across platforms
- Regular content publication
- Industry engagement and networking
- Speaking and teaching opportunities
- Original research and insights
Key Takeaways
-
E-E-A-T is essential for rankings: Pages with strong signals are 30% more likely to rank in top 3
-
Experience is the newest component: Demonstrate first-hand, real-world experience in your content
-
Expertise requires demonstration: Show credentials, depth of knowledge, and unique insights
-
Authoritativeness comes from others: Build through backlinks, mentions, and industry recognition
-
Trustworthiness is foundational: Security, transparency, and accuracy are non-negotiable
-
Author E-E-A-T matters: Build comprehensive author profiles with credentials and links
-
AI content needs human expertise: Google increasingly penalizes AI content lacking E-E-A-T signals
-
YMYL topics require higher standards: Health, finance, and safety content needs exceptional E-E-A-T
-
User-generated content helps: Leverage reviews, testimonials, and case studies
-
E-E-A-T is ongoing: Continuously build and demonstrate through consistent, quality content