In an age of AI-generated text and content mills, search engines are placing an unprecedented premium on quality and credibility. It is no longer enough to simply write about a topic; the content must demonstrate that it comes from a trustworthy source. This shift is encapsulated in the quality evaluator guidelines known as E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. This framework is the lens through which search algorithms assess the value of content, particularly for topics that can impact a person’s health, finances, or safety.
Experience and Expertise “Experience” refers to first-hand knowledge. A review of a camera written by a photographer who has actually used it in the field is far more valuable than a summary of specifications written by someone who hasn’t. Content should highlight this personal experience. “Expertise” refers to the formal knowledge or skill of the creator. For medical or legal advice, this means the content should be written or reviewed by qualified professionals. Search engines look for author bios, credentials, and links to other authoritative work to verify this expertise.
Authoritativeness This measures the reputation of the website and the author within their industry. Is the site known as a go-to source for this topic? Do other experts link to it? Authority is built over time through consistency and quality. A website that covers a specific niche deeply and accurately will eventually be recognized as an authority in that space. This is why focusing on a specific topic cluster is better than trying to cover everything.
Trustworthiness Trust is the foundation of the framework. This encompasses the technical security of the site (HTTPS), but also the transparency of the business. Is it clear who owns the site? Is there a physical address and contact information? Are editorial policies clearly stated? For e-commerce sites, are there clear refund policies and secure payment gateways? If a user—or a search engine—feels the site is hiding something, it will not rank well.
Content for Humans Ultimately, E-E-A-T is about prioritizing the human user. It penalizes content that is created solely to rank in search engines and rewards content that is helpful, reliable, and people-first. It encourages creators to show their work, cite their sources, and stand behind their words. In a digital world filled with noise, credibility has become the ultimate ranking factor.
This framework is explicitly outlined in the Search Quality Rater Guidelines published by Google, which serve as the handbook for human evaluators who test the quality of search results.