E-E-A-T

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. It comes from Google's guidance on helpful content, which says: "Of these aspects, trust is most important."

It is not a score. Google says E-E-A-T "itself isn't a specific ranking factor", though its systems use a mix of factors that can identify content that shows it.

Google's guidance turns it into three questions a page can answer:

• Who wrote it? A byline and a page about the author.
• How was it made? Including whether AI or automation was used.
• Why does it exist? Google's answer is that it should be written mainly to help people.

The related evidence is under "Articles say who wrote them" in what affects Google rankings.