E-E-A-T (Experience, Expertise, Authoritativeness, Trust)
E-E-A-T is Google's quality framework — Experience, Expertise, Authoritativeness, and Trust — used by both human raters and the algorithmic systems they train.
In context
E-E-A-T was originally E-A-T; Google added the second 'E' (Experience) in late 2022 to weight first-hand, lived experience alongside formal expertise. It's not a single ranking score — it's a bundle of signals (author identity, source citations, site reputation, content depth) that the system uses to decide whether to surface a page for sensitive queries (YMYL: Your-Money-or-Your-Life topics like health, finance, legal). For Canadian operators, the practical playbook is: real bylined authors with Person schema, named sources, citations on quantitative claims, and visible reviewer credentials.
A health-content page bylined by a Toronto registered dietitian, with Person schema linking to her professional registry profile, scores higher on E-E-A-T than the same content under a generic 'editorial team' byline.
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