E-E-A-T
Also called: EEAT, experience, expertise, authoritativeness, trustworthiness
Definition
E-E-A-T, for Experience, Expertise, Authoritativeness and Trustworthiness, is a set of criteria described in Google's search quality rater guidelines. The first E, for first-hand experience, was added in December 2022. There is no E-E-A-T score: these criteria serve as a grid for judging whether content deserves trust.
Generative engines have the same need: they prefer to pick up sources that show real expertise, an identifiable author, verifiable facts and an established reputation. Working on these signals helps both your SEO and your AI visibility.
Example
A tax-filing guide written by a named accountant, with worked examples and official sources, ticks more boxes than an anonymous article full of generalities.
What it means for your AI visibility
AI looks for reliable sources to cite. Show who's writing, what experience you draw on and where your numbers come from: that's what makes a page citable.
Related terms
- SEOSEO optimizes a site for traditional search engines. It is still the foundation of GEO, but it's no longer enough to get recommended by AI.
- Citable contentCitable content is written so AI can reuse it as is: one idea per paragraph, precise facts, a direct answer to a question.
- Reference sourcesReference sources are the few sites AI cites by default in a category: review sites, comparisons, encyclopedias, specialist media.
- Digital PRDigital PR gets a brand talked about in media and on third-party sites. In GEO, it's often what gets a brand into AI answers.
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