Experience, Expertise, Authoritativeness and Trust — the qualities Google asks its human quality raters to look for when judging a page.
E-E-A-T is not a score in the algorithm. It is a description of what Google is trying to reward, which makes it a useful checklist for what a page should demonstrate.
The first E, experience, is the one small businesses are best placed to win. A tradesperson who has done the job three hundred times can write something no content agency can, and it shows.
| Experience | Photos of your actual work, specifics only a practitioner would know |
|---|---|
| Expertise | A named author with relevant qualifications or years in the trade |
| Authoritativeness | Being cited, listed and linked to by others in your field |
| Trust | Real address, real phone, clear pricing, honest terms, visible reviews |
This comes up most often in Content Marketing & Copywriting. Service pages, location pages, guides and articles written to rank and to convert — in your voice, not an agency template voice.
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