Where does E-E-A-T come from?
E-E-A-T comes from the guidelines Google gives the human raters who assess the quality of search results (Search Quality Rater Guidelines). The framework used to be called E-A-T; Google added Experience in December 2022. The ratings do not rank pages directly: they are used to check that the algorithms reward the right content.
What do the four criteria cover?
- Experience: has the author lived what they write about? A real case study is worth more than general advice.
- Expertise: does the author or company master the subject?
- Authoritativeness: do other sources recognise this expertise?
- Trustworthiness: is the information accurate, sourced and consistent? Google presents it as the most important criterion.
What PR brings to E-E-A-T
Public relations mainly feed authoritativeness: an article in a recognised outlet is third-party recognition, something a website cannot grant itself. Interviews and op-eds show the founders' expertise. Published case studies bring experience.
Spokesperson visibility also matters. 62% of journalists use LinkedIn in their work (Cision, State of the Media 2026): a founder whose expertise is visible online is easier to identify, quote and check.
Does E-E-A-T matter for AI tools?
AI tools do not apply Google's framework, but they rely on similar signals. They favour recognised sources, information that is consistent from one site to another, and signed, sourced content. Working on E-E-A-T therefore also serves GEO.
To go further
E-E-A-T is built with earned media, thought leadership and well-prepared spokespeople.
Last updated: October 2026
