E-E-A-T (Experience, Expertise, Authoritativeness, Trust)
E-E-A-T is Google's framework for evaluating content quality based on the demonstrated Experience, Expertise, Authoritativeness, and Trustworthiness of the source. AI engines use comparable signals when deciding which sources to cite.
What it is
E-E-A-T is the framework Google's quality raters use to evaluate content credibility. The four pillars: Experience (firsthand knowledge of the topic), Expertise (formal or demonstrated competence), Authoritativeness (recognition as a reliable source by others in the field), Trustworthiness (accuracy, transparency, security). These signals are inferred from a combination of on-page content (author bios, citations, dates), structural signals (HTTPS, schema, contact info), and off-page signals (mentions, citations, backlinks). AI engines use comparable signals when deciding which sources to cite, making E-E-A-T relevant to GEO as well as SEO.
Why it matters for GEO
Brands that don't demonstrate E-E-A-T explicitly lose citations to brands that do. The fixes are usually editorial: clear author bios, dates on every article, citations to sources, transparent ownership.
- Entity Strength — Entity strength is how well a brand exists as a named, recognizable entity across structured public sources like Wikipedia, Wikidata, Crunchbase, GitHub, and authority graphs.
- Schema Markup — Schema markup is structured data added to web pages using vocabularies like Schema.
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