E-A-T stands for Expertise-Authority-Trust. It’s the metric Google uses in its Search Quality Evaluator Guidelines to judge page quality and provide its users with high-quality search results. These are the guidelines that people who manually review websites on Google use.
To fall into the high-quality page category, Google reviews both people and websites. If a person who writes valuable content has a low-quality website (or vice versa), Google won’t consider it a high-quality site.
So, what do expertise, authority, and trust look like in the context of both the website’s owner and the site itself?
Expertise is very important in both cases. This means that businesses must have credentials. They can be in the form of prizes won in their respective fields, for example. For individuals, this means having credibility in their niche as well as the appropriate certifications.
Authority is what measures how well your business or website stand out among other options available. It’s not only about expertly written content but also how valuable your contributions to your field are. How users rate the content, product, or service of a site is crucial for establishing authority before the eyes of Google. For content creators how valuable their content is and which types of websites they usually appear on, and whether they have certifications or not. But sometimes, this metric can be misleading, and one must be aware of fake reviews.
To measure trust, Google uses backlinks from other sites. For a website, this translates into validation. Other websites consider your content valuable and original enough for them to link to a page on your site. This is priceless for Google and even more so when other sites with high levels of E-A-T link back to yours.