In more detail
Google employs external quality raters to evaluate search results against detailed Search Quality Rater Guidelines. Their ratings don't directly change rankings for individual pages; they help Google assess whether its systems are working. The guidelines used E-A-T for years, and Google added the extra "E" for experience in December 2022, explained on its Search Central blog.
Each element asks a different question:
- Experience: does the creator have first-hand experience, such as having used the product or visited the place?
- Expertise: do they have the knowledge or skill the topic needs?
- Authoritativeness: is the creator or site a recognised go-to source on the topic?
- Trustworthiness: is the page accurate, honest, safe and reliable? Google describes trust as the most important member of the family.
The bar is higher for "Your Money or Your Life" topics such as health, finance, safety and legal matters, where poor information could cause real harm. Google's guidance on creating helpful, reliable, people-first content includes self-assessment questions based on E-E-A-T.
Why it matters when hiring an agency
E-E-A-T can't be added with a plugin. It comes from who creates your content, what evidence they show, and how your business is regarded elsewhere. A good agency will help you show it: clear author information, real credentials, first-hand detail, sources, accurate business information and genuine reviews.
Be cautious of agencies that sell "E-E-A-T optimisation" as a technical fix, or produce expert-sounding content without involving actual experts. In regulated industries, ask who reviews content for accuracy before it goes live.