E-E-A-T

What it means

E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness. These are the criteria Google’s quality raters use to judge content, and they feed into how the search engine ranks pages.

They are applied most strictly to topics that can affect a person’s money, health, safety or legal position. Accounting, tax and insurance clearly belong here. Wrong advice on a tax deadline can cost a reader a fine, so the search engine favours sources that can be trusted.

Trustworthiness is the most important of them. It is judged by whether it is clear who wrote the content and which company stands behind it, whether contact and identification details are given, whether the content is up to date and whether other trustworthy sources, such as backlinks, support it.

How it works in practice

For a company website we recommend full company details including the company ID, registered office and contacts, a page about the team and, on expert articles, the author’s name and qualifications. Structured data help the search engine connect this information.

Experience shows through concrete examples from practice: how a situation is handled in Slovakia, what to watch for, what mistakes we see with clients. A generic text that could be about any country demonstrates no experience.

For tax, currency is essential. An article on rates or deadlines must be updated after a change in the law and carry a revision date. Outdated content on an expert site harms both readers’ trust and the rating of the whole domain.

What to watch out for

E-E-A-T is not a technical setting that can be switched on. Adding an author’s name to generic, inaccurate texts does not help. The criteria reflect real quality and the trust a company builds over years.

Mass-producing texts without expert review is a risk as well. Lots of similar articles with errors can be judged low-value content, lowering trust in the whole site, good pages included.