You’ve probably heard of this term—E-E-A-T stands for Expertise, Authoritativeness
Trustworthiness, and Experience—the four key factors Google uses to assess content quality.
But why is Google placing greater importance on these factors?
First, there’s an overwhelming amount of information on the internet. A single search yields thousands of results, but the real question is:
Can you trust all of them? Have you ever clicked on an article only to find it poorly written, misleading, or even outright incorrect?
Google wants to prevent users from experiencing this frustration. That’s why it has become more stringent in filtering content
ensuring that users get high-quality, reliable information.
So, how does Google determine content quality? It looks at whether the author is an expert in the field. For instance
if you search for a medical issue, an article written by a doctor is obviously more credible than one written by an anonymous internet user.
That’s expertise. Similarly, Google evaluates authoritativeness—if a website is frequently cited by other authoritative sources, it naturally carries more weight.
Then, there’s trustworthiness. Google verifies site security through multiple factors
such as SSL certificates, user reviews, and even the website’s historical track record.
If a website consistently spreads false information, its trust score takes a major hit.
Finally, user experience matters too. Google not only wants users to find useful content but also ensures they have a smooth browsing experience.
Fast-loading pages, clean layouts, and minimal intrusive ads all contribute to better rankings.
In short, Google prioritizes E-E-A-T to help users find genuinely useful and trustworthy information.
As content creators, we must adapt to this trend by improving our expertise and credibility—only then can we stand out in search engine rankings.
