Search basics
E-E-A-T
Experience, expertise, authoritativeness and trustworthiness: the qualities Google's quality raters look for in content. Google says trust matters most and that E-E-A-T is not itself a ranking factor.
The idea comes from Google's Search Quality Rater Guidelines, which human raters use to judge the quality of search results. Google's guidance for site owners makes two points about it: of the four, trust is the most important, and E-E-A-T itself isn't a specific ranking factor. The raters have no control over how pages rank.
In practice it means showing your work. Google's guidance asks whether a page has clear sourcing, evidence of the expertise involved and background about the author or the site, and whether it shows first-hand experience, such as having used the product it reviews. For topics that can affect health, money or safety, Google gives even more weight to content that does this well.
It cannot be added with markup or a badge. Google calls made-up author names, AI-generated headshots and false credentials a form of deception, and its rater guidelines rate faked authors and claimed testing that never happened as lowest quality.