What is E-E-A-T, and is it a ranking factor?

Google's quality raters don't change rankings. Google says rater data isn't used directly in its ranking algorithms; it helps Google check whether its systems surface helpful, reliable results. The guidelines still describe what Google is trying to reward, which makes them a useful guide.

Ways to show E-E-A-T on your site:

• Experience: first-hand detail, such as original photos, test results, client work you're allowed to share and lessons learned.
• Expertise: content written or reviewed by people who know the subject, with bylines and author pages.
• Authoritativeness: recognition from others, such as citations, mentions, links and reviews on independent sites.
• Trust: accurate claims, sources for figures, clear contact details, honest information about pricing and no fabricated reviews.

Google also suggests asking who created a piece of content, how it was produced, including any use of AI, and why it exists.

The same signals help with AI assistants, which have to decide which sources to rely on. Consistent, verifiable facts about your business and your authors make it easier for them to describe you correctly.