E-E-A-T
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google says its systems look for in helpful, reliable content, with trust the most important of the four.
Also called experience, expertise, authoritativeness and trustworthiness, EEAT
- Last reviewed
- 1 source, linked
- 5 related terms
What it means
Google's guidance says E-E-A-T itself is not a specific ranking factor. Its systems use a mix of signals that tend to identify content with good E-E-A-T, and they give that even more weight on YMYL topics such as health.
Experience is first-hand knowledge, from someone who has run the program or been through it. Expertise is the formal knowledge to get it right, which in treatment means licensed clinicians. Authoritativeness is recognition by others: accreditation, citations, links. Trust ties the other three together, and Google calls it the most important.
Why it matters for your website
Show who is behind the care: clinician bios with licenses, a medical reviewer and review date on clinical pages, real photos of real facilities, accreditation stated in text, and a plain address and phone number. Put those signals on the admissions and insurance pages, not only the About page.
Testimonials help only when they are honest. Follow the FTC's rules on endorsements, and never publish a success rate you cannot source.
Sources
The facts on this page about a law, a regulator, a clinical standard or a platform come from these sources. Each link opens the original in a new tab.
- Google Search CentralCreating helpful, reliable, people-first content (opens in a new tab)
Last reviewed
See how your own site handles it
Send your URL for the free funnel review. Within two business days you get a 3-minute video on the page your traffic lands on, the three places it is losing inquiries, and what ChatGPT and Perplexity say about your center. It is free, and no call is attached.