E-E-A-T

For service businesses, E-E-A-T appears through observable evidence. Experience can include photos and details from completed work. Expertise can include named practitioners and relevant credentials. Citations from press, associations, and other sites can support authoritativeness. Consistent business information, reviews, transparent pricing, and a valid address can support trust.

Legal and medical topics receive added scrutiny because they can affect a person's health, financial stability, or safety. Name qualified authors, show relevant credentials, and support claims with reliable sources. AI assistants may also use this evidence when explaining a recommendation.

Google added "experience" to the framework after the other three terms. It refers to first-hand involvement with the subject. A roofer can show photographs of completed jobs and identify the neighborhood. A dentist can describe a case, technique, and relevant experience while protecting patient privacy. These details help readers distinguish direct experience from a summary of other sources.

Google does not publish an E-E-A-T score or markup that declares it. The terms appear in the guidelines used by human quality raters. A third-party E-E-A-T score is therefore that provider's own measurement, not a Google metric.

For legal, medical, and financial content, add appropriate review processes and cautions. Identify who checked the material, when it was reviewed, and which sources support claims that could affect a reader's decision.

Put names and relevant credentials on pages, state when information was published and reviewed, show evidence of completed work, and seek corroboration from independent sources. Backlinks and local citations can provide that third-party evidence.