What is Google EAT and How Does It Work?

Google’s E-A-T framework, standing for Expertise, Authority, and Trust, is pivotal in understanding how the search engine assesses the quality of web content. These guidelines, employed by Google’s Search Quality Evaluators, offer insights into the criteria used to evaluate websites and pages.

Google’s Algorithm Training and Manual Review Process Google employs machine learning to refine its algorithms, continually adjusting various metrics. Manual reviews assist in evaluating search engine results pages (SERPs) against live content, facilitating algorithmic improvements.

Understanding E-A-T in Google’s Guidelines

Google emphasizes the significance of E-A-T for pages with beneficial purposes. Expertise, authoritativeness, and trustworthiness are crucial factors in determining page quality.

Expertise, Authority, and Trust Criteria

Google delineates the following criteria under each category:


  • For Websites: Demonstrated credentials of the organization behind the site, such as industry awards or external recognition.
  • For Authors: Relevance of author credentials, such as academic qualifications or professional experience.


  • For Websites: Evaluation of content quality and site reputation by both raters and external sources.
  • For Authors: Assessment based on citations, content quality, and factual accuracy.


  • For Websites: Validation information like an About Us page and secure transactional processes.
  • For Authors: Evaluation based on citations, content quality, and engagement.

Reputation as an Extension of E-A-T

Google also considers reputation, which reflects a high level of E-A-T. Extensive reputation research, including awards and expert recommendations, contributes to page credibility.

Finding Reputation Information

Google suggests various search queries to assess reputation, emphasizing external validation and user experiences.

Considerations and Conclusion

Google’s approach to E-A-T emphasizes a common-sense perspective, acknowledging the diverse nature of websites and their reputational nuances. While reputation intersects with E-A-T, there are no rigid guidelines, with assessments tailored to individual site characteristics.

Notable Points:

  • Small sites may lack external reputation initially, but negative coverage can impact their scores.
  • Adherence to E-A-T principles is essential for maintaining a favorable rating.

Closing Thoughts

Understanding and implementing Google’s E-A-T guidelines is crucial for enhancing online visibility and credibility. Evaluating content through the lens of expertise, authority, trust, and reputation can significantly impact search engine rankings and user trust.