Experience, expertise, authoritativeness, and trust—often abbreviated E-E-A-T—are concepts used in Google's quality evaluation guidance, not a single numerical score that publishers can directly optimize. Trust is particularly consequential because a page may be eloquent and well formatted while remaining inaccurate, deceptive, or commercially conflicted.
Demonstrable experience can include tested procedures, original photographs, documented observations, or clearly described limitations. Expertise may require specialist review, depending on the subject. Authoritativeness develops through sustained, credible contributions and recognition by relevant communities; it cannot be established merely by adding an author biography or a collection of badges.
Trustworthiness is strengthened by transparent ownership, accessible contact information, correction practices, clear sourcing, accurate claims, and appropriate disclosure of affiliate or sponsored relationships. These features should reflect real organizational practices rather than decorative signals. A useful audit asks whether a skeptical reader can determine who is responsible, what evidence supports the advice, and what uncertainty remains. Credibility is earned through consistent conduct, not manufactured through superficial page elements.
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