Expertise Authority Trust

From SEMrush: Google uses the acronym E-A-T — Expertise, Authoritativeness, and Trustworthiness — which could also be expressed globally as credibility. They are judging credibility or E-A-T at three levels — the page, the author, and the website. Furthermore, they are looking to see if the content is credible in the context of the solution it aims to provide. 

E-A-T is incredibly essential to Google; in the guidelines, they use the words expert, authority, and trust (or variants) over 200 times.

Let’s look briefly at each component of E-A-T.

  • Expertise – Is the information accurate? Should this writer or brand write about this topic?
  • Authoritativeness – Is the author well-respected in their field? Is the brand widely recognized in the industry? Is the content referred to elsewhere on the web by other authoritative websites, brands, and people?
  • Trustworthiness – Do the brand and the writer have a good reputation and is the content reliable?