The E-E-A-T Framework: Google's Trust Signals Explained (2025)

2026-01-16•14 min read

Key Takeaways

•E-E-A-T Defined: Experience, Expertise, Authoritativeness, and Trustworthiness - with Trust at the center
•Not a Ranking Factor: E-E-A-T is a concept reflected in many signals, not a single score Google assigns
•YMYL Matters Most: Higher E-E-A-T standards apply to Your Money or Your Life topics (health, finance, safety)
•Experience Added: Google added the first "E" (Experience) in December 2022 to value first-hand knowledge

What is E-E-A-T?#

E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a framework Google uses to evaluate content quality, documented in their Search Quality Rater Guidelines - a 182-page document used by human evaluators to assess search results.

The latest edition (September 11, 2025) maintains that Trust is the most important element. Experience, Expertise, and Authoritativeness all support the assessment of whether content and its creator can be trusted.

Important Clarification

E-E-A-T is not a direct ranking factor or algorithm. Quality raters do not influence rankings directly. Instead, Google uses rater evaluations to assess whether their algorithms are returning high-quality results. E-E-A-T is a concept that many algorithmic signals align with.

The Four Components Explained#

1
Experience
First-hand or life experience with the topic. Does the content creator have actual experience using a product, visiting a place, or living through a situation? For example, a product review from someone who has used the product, or travel advice from someone who has visited the destination. Added to the framework in December 2022.
2
Expertise
Necessary knowledge or skill for the topic. Does the creator have the qualifications, training, or demonstrated knowledge to write about this subject? For YMYL topics like medical or financial advice, formal expertise (credentials, certifications) matters more. For everyday topics, practical expertise is sufficient.
3
Authoritativeness
Recognition as a go-to source. Is the creator or website known as an authority on this topic? This is demonstrated through citations from other authorities, industry recognition, media coverage, and being referenced as a source by others in the field.
4
Trustworthiness
The central, most important element. Can users trust the content and the site? This encompasses accuracy of information, transparency about who is responsible for the content, secure website practices, and honest disclosure of commercial relationships. Lack of trust results in low E-E-A-T regardless of other factors.

Why Trust is at the Center#

According to Google's Search Quality Rater Guidelines, Trust is the most critical component. A page with high Experience, Expertise, and Authoritativeness can still receive a low rating if it lacks Trustworthiness.

Trust Signals

Accurate, factual information with citations
Clear disclosure of who created the content
Transparent about commercial relationships
Secure website (HTTPS)
Accessible contact information
Clear editorial and correction policies

Trust Red Flags

Deceptive or misleading content
Hidden or unclear ownership
No way to contact the organization
Factual inaccuracies on important topics
Manipulative tactics or dark patterns
Plagiarized or auto-generated low-quality content

YMYL: When E-E-A-T Matters Most#

YMYL (Your Money or Your Life) refers to topics that can significantly impact a person's health, financial stability, safety, or welfare. Google holds these pages to higher E-E-A-T standards because low-quality content could cause real harm.

Health & Safety

Medical information, drug dosages, emergency procedures, mental health advice

Financial

Investment advice, tax information, retirement planning, loans, banking

Legal

Legal advice, information about rights, citizenship, wills, custody

News & Current Events

Reporting on politics, science, technology that affects public opinion

Civic Information

Voting, government services, social services, legal processes

Groups of People

Information about race, religion, nationality, disability, gender, age

YMYL Requires Higher Standards

For YMYL topics, first-hand Experience alone may not be sufficient. Formal Expertise (credentials, qualifications) is often required. Medical advice should come from healthcare professionals. Financial advice should come from certified advisors. Low E-E-A-T on YMYL pages can result in Lowest quality ratings.

How to Build E-E-A-T on Your Site#

Google recommends using a "Who, How, Why" framework to evaluate and improve your content:

Who: Establish Clear Authorship#

Add author bylines with links to author bio pages
Include author credentials, experience, and qualifications
Create a detailed About page explaining who runs the site
Provide clear contact information
Link to author social profiles and other published work

How: Show Your Process#

Explain how content was researched or created
For reviews, show evidence of actual product use (photos, testing methodology)
Cite sources and link to original research
Date content and update it when information changes
Disclose any affiliations, sponsorships, or conflicts of interest

Why: Create for People First#

Focus on genuinely helping users, not just ranking
Provide substantial value beyond what competitors offer
Avoid thin content created primarily for search engines
Ensure content matches user intent for target queries
Follow editorial standards and fact-check claims

Common E-E-A-T Mistakes to Avoid#

Anonymous or Generic Authorship

Content with no author byline, or bylines like "Admin" or "Staff Writer" with no linked bio, signals lower E-E-A-T. Real authors with real credentials build trust.

No Supporting Evidence

Making claims without citations, data, or sources. Expert content references original research, official guidelines, and authoritative sources.

Outdated Information

Content that was accurate when published but is now outdated. Regular content audits and update dates help maintain accuracy and trust.

Hidden Commercial Intent

Not disclosing affiliate relationships, sponsored content, or financial incentives. Transparency about monetization builds rather than erodes trust.

Frequently Asked Questions#

Is E-E-A-T a Google ranking factor?

E-E-A-T is not a single ranking factor or score. It is a concept that many of Google's algorithmic signals are designed to assess. Google uses human quality raters to evaluate search results against E-E-A-T criteria, and this feedback helps refine their algorithms.

When did Google add Experience to E-A-T?

Google added the first "E" for Experience in December 2022. The addition recognized that first-hand experience with a topic can be valuable, especially for reviews, travel content, and other areas where personal experience matters.

How do I check my site's E-E-A-T score?

There is no E-E-A-T score that you can check. Google does not assign or publish such scores. Instead, audit your site against the criteria in Google's Search Quality Rater Guidelines. Focus on clear authorship, source citation, accuracy, and transparency.

Does E-E-A-T apply to all websites?

E-E-A-T applies to all content, but standards are higher for YMYL (Your Money or Your Life) topics. An entertainment blog has lower E-E-A-T requirements than a medical website. However, all content benefits from demonstrating trustworthiness and expertise.

Where can I read the official Google guidelines?

The Search Quality Rater Guidelines are publicly available. The current version (September 11, 2025) is 182 pages. Section 3.4 covers E-E-A-T specifically, and Section 2.3 covers YMYL. Google also publishes guidance at developers.google.com/search.