E-A-T Score

This dimension evaluates the creator's knowledge of the topic. For Your Money or Your Life (YMYL) topics, formal credentials, education, and professional experience are critical. For non-YMYL topics, 'everyday expertise'—demonstrated life experience and depth of knowledge—is sufficient. The key signal is whether the content creator is qualified to speak on the subject.

Authoritativeness measures the reputation of the creator and the website among peers and external experts. It is established through:

• Citation links from other authoritative sources.
• Positive reviews and recommendations from subject matter experts.
• A strong backlink profile from trusted domains.
• Mentions in established news or academic sources. It reflects the broader ecosystem's recognition of the source as a go-to reference.

Trustworthiness assesses the accuracy, transparency, and security of the page. Key signals include:

• Clear citation of sources and factual grounding.
• Transparent contact information and editorial policy.
• Secure HTTPS connection and a legitimate domain.
• Absence of deceptive design patterns or misleading content. For e-commerce, this extends to secure payment systems and reliable customer service information.

Raters evaluate the beneficial purpose of the page. High-quality content must be:

• Original, comprehensive, and insightful, not merely derivative.
• Produced with a high degree of effort and skill.
• Free from factual errors and spelling/grammatical mistakes.
• Designed to help users, not just manipulate search rankings. The title and heading must accurately reflect the content, ensuring a satisfying user experience.

This component involves researching the website's overall standing independent of the specific page. Raters look for:

• Better Business Bureau ratings and reviews.
• Independent news articles or Wikipedia entries about the site.
• User reviews on third-party platforms.
• The site's history and any past controversies. A positive overall reputation reinforces the trustworthiness of individual pages.

Transparency about who created the content is vital. Pages should clearly identify:

• The individual author, including their biography and credentials.
• The organization responsible for the content.
• The editorial team and review process. Anonymous content on YMYL topics is a strong negative signal. The goal is to allow users to easily assess the creator's qualifications.