E-A-T (Expertise, Authoritativeness, Trustworthiness)

E-A-T represents a content quality assessment framework that Google's human evaluators use to judge websites and their material, with particular emphasis on YMYL (Your Money or Your Life) topics that can affect users' health, finances, safety, or overall well-being.

The framework consists of three core elements:

Expertise refers to the content creator's depth of knowledge, technical skills, and relevant qualifications within their specific domain.

Authoritativeness encompasses the creator's established reputation and standing as a recognized leader or trusted voice in their industry. Trustworthiness measures the reliability, accuracy, and integrity of both the content itself and the underlying website infrastructure.

Though E-A-T doesn't function as a direct search ranking signal, it significantly shapes how human reviewers and artificial intelligence systems evaluate content worth. In the context of AI-driven search and generative engine optimization, E-A-T markers serve as crucial signals that help AI algorithms identify which sources merit trust and citation in their outputs.

Key E-A-T strengthening elements include detailed author credentials and bylines, thorough biographical pages for content creators, proper attribution to reputable sources, endorsements from industry peers, relevant professional memberships and certifications, accessible contact details and organizational transparency, secure site protocols, and established editorial standards with verification procedures.

As artificial intelligence systems evolve in their content evaluation capabilities, adhering to E-A-T principles becomes increasingly vital for ensuring your content receives recognition and inclusion in AI-generated search results and responses.