E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a framework from Google’s Quality Rater Guidelines used to assess content quality, with particular weight given to content on topics that affect health, finances, legal decisions, or safety.
Experience refers to first-hand, real-world knowledge of the subject. A review written by someone who has used the product carries more weight than one assembled from other reviews. Expertise refers to formal or demonstrated knowledge in a field. Authoritativeness refers to how the broader web perceives the site and author as a credible source. Trustworthiness covers accuracy, transparency, and site security.
Google added the first E for Experience in December 2022, reflecting a shift toward rewarding content from practitioners over content from researchers. For B2B SEO content, this means pages written from direct client experience, with named case studies, specific metrics, and named tools, will outperform pages assembled from secondary research. Author schema markup, a detailed About page, and bylined content from a verifiable expert are the practical implementation steps for improving E-E-A-T signals on a B2B consulting site.
