E-E-A-T

E-E-A-T is the framework Google's quality raters use to evaluate page-level and site-level credibility. The four pillars: did the author actually do the thing they are writing about (Experience), do they have credentials in the topic (Expertise), is the broader site recognized in the industry (Authoritativeness), and is the content honest and verifiable (Trustworthiness).

E-E-A-T matters most for YMYL topics: legal, financial, medical, and safety-critical content. For local services, E-E-A-T signals come from credentialed author bios, named professionals on the team, third-party certifications, and clear contact information.