The four parts of E-E-A-T
| Part | What it means | How a local business shows it |
|---|---|---|
| Experience | First-hand knowledge of the topic | Real job photos, case stories and owner opinions |
| Expertise | Skill and knowledge in the field | Licenses, training and named experts on the page |
| Authoritativeness | Being a known source for the topic | Links, mentions, awards and association membership |
| Trust | Being accurate, honest and safe | Clear contact details, prices, policies and reviews |
Google added the first E for experience in 2022. Its helpful content guide says trust matters most of the four.
Is E-E-A-T a ranking factor?
Not directly. Google's SEO Starter Guide answers that question with a plain no. Its helpful content guide explains that its systems use a mix of signals that tend to match content with good E-E-A-T. So you cannot add E-E-A-T with a plugin. You show it through the content and the business behind it.
Why it matters more for some businesses
Google's rater guidelines give extra scrutiny to topics that can affect health, money, safety or legal outcomes. Dentists, med spas, law firms, financial advisers and contractors doing structural work all fall in that group. Thin pages with no named expert struggle there.
Good example. A med spa's Botox page names the injector, lists credentials, explains risks and aftercare and shows real before-and-after photos with consent.
Bad example. The same page uses stock photos, promises perfect results and never says who performs the treatment.
How to show E-E-A-T on your site
- Add author and reviewer names with real credentials.
- Show photos from your own jobs and team.
- Publish clear prices, policies and contact details.
- Cite reliable sources for facts and figures.
Google also encourages accurate bylines wherever readers would expect them. This answer carries one for that reason. Our SEO services build these trust signals into every service page we write.