E-E-A-T

Also written EEAT, Experience, Expertise, Authoritativeness, Trust

Google's framework for assessing content quality: experience, expertise, authoritativeness and trust.

E-E-A-T is not a score in the algorithm. It is the language Google's quality raters use when judging pages, and those judgements train the systems that do rank.

The first E, experience, was the 2022 addition and is the one most often skipped. It asks whether the writer has actually done the thing. First-hand measurement, original data and named authors are how a page demonstrates it, which is also why unattributed content assembled from other articles struggles.

It matters more in AI search than it did in blue links, because a model choosing between two sources on the same topic has to pick, and signals of first-hand knowledge are part of what makes one quotable over the other.

Entity SEOOptimising so machines understand what your brand is, what it does and how it relates to other things, rather than which keywords it targets.Generative engine optimization (GEO)The practice of getting a brand named and cited inside answers written by AI assistants, rather than ranked in a list of links.Citation rateThe proportion of AI answers that cite at least one page on your own domain as a source.