Glossary — Strategy
Experience, Expertise, Authoritativeness, Trustworthiness/ いーいーえーてぃー
E-E-A-T stands for the four criteria Google uses to evaluate search quality:
Google rates sites that satisfy all four highly. It has also become clear that AIs use the same signals when deciding what to cite.
Imagine two sites publishing information about "cancer treatment methods":
| Site A | Site B |
|---|---|
| No author name | Author: a practicing doctor (MD/PhD), credentials shown |
| No sources | Each paper cited (URL + author) |
| Publication date unknown | Publication + last-updated date shown |
→ Google and AIs both prefer to cite Site B. This is E-E-A-T in action.
The writer has firsthand experience. Example: "Explained by a former tax accountant who has done furusato nōzei for 10 years"
Specialized knowledge or qualifications. Example: "Supervised by a physician" / "Written by an attorney"
Widely recognized in the industry. Example: citations from other sites, media exposure
Accurate / transparent / safe. Example: clearly cited sources, operator information, SSL support
See also Topical Authority for more detail.