E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) is not a direct ranking factor — Google has been explicit about this. It is the framework their quality raters use to evaluate content, and it influences training of their ranking systems. Understanding what signals map to each dimension tells you where to invest your effort.
Here are 23 specific signals, organized by dimension, with priority guidance at the end.
Experience (6 Signals)
1. First-person specificity. Content that references specific situations, outcomes, or observations from direct experience reads differently than content assembled from other sources. "I've seen this problem on 40+ contractor sites" is an experience signal. "Studies show" is not.
2. Project photos and before/after documentation. Authentic visual documentation of work performed is a strong experience signal, particularly for service businesses. Stock images are neutral at best.
3. Case studies with specific metrics. Documented outcomes ("reduced page load time from 8.2 seconds to 1.4 seconds") demonstrate hands-on experience with measurable results.
4. Customer stories with verifiable details. Testimonials with specific names, locations, and job details are stronger experience signals than anonymous quotes.
5. Behind-the-scenes content. Process descriptions, tool references, and operational detail demonstrate experience with the craft rather than surface-level familiarity.
6. Date-specific references. "In March 2024, Google changed..." or "When we rebuilt this in 2025..." signals that the author was present and engaged at a specific time, not writing from dated knowledge.
Expertise (6 Signals)
7. Professional credentials displayed on the site. Licenses, certifications, years in business, and professional memberships contribute to expertise signals when displayed clearly.
8. Author attribution on content. Named authors with bios and credentials are stronger expertise signals than anonymous content. For small businesses, the owner's bio with professional history is sufficient.
9. Technical depth appropriate to the topic. Content that goes beyond surface-level explanation — using correct terminology, addressing edge cases, distinguishing between common misconceptions — signals subject matter expertise.
10. External citations and references. Citing primary sources (not just other blogs) demonstrates engagement with the actual knowledge base of a field.
11. Content that acknowledges limits. Expertise includes knowing what you don't know. "This depends on your specific situation" or "consult a licensed professional for this" signals genuine expertise over SEO-motivated overconfidence.
12. Consistent content cadence over time. A body of work on a topic, published over time, signals sustained expertise rather than opportunistic coverage.
Authoritativeness (5 Signals)
13. Links from relevant external sources. When industry publications, local news, or professional associations link to or mention your business, it's an authority signal Google can observe.
14. Brand mentions across the web. Unlinked brand mentions in relevant contexts contribute to entity authority even without a backlink.
15. Review volume and velocity on third-party platforms. A business with 200 Google reviews is more authoritative in its local market than one with 8. Volume demonstrates market presence.
16. Local press coverage. Appearances in local newspapers, city blogs, neighborhood publications, or regional business journals are strong authority signals for local businesses.
17. Professional association membership and listings. Chamber of commerce, BBB, industry-specific associations, and licensing board databases are authoritative sources that strengthen your entity definition.
Trustworthiness (6 Signals)
18. HTTPS everywhere. Table stakes. Any page on HTTP is a trust signal failure, particularly for pages that collect any user information.
19. Privacy policy and terms of service. Required for compliance in most jurisdictions, and a trust signal that tells Google you've thought about user data.
20. Physical address and contact information. A real address, phone number, and email displayed on the site signals a real business. P.O. boxes are weaker signals than physical locations.
21. Accurate business hours and up-to-date information. Outdated content (old hours, discontinued services, broken pages) undermines trust. Google's crawlers notice page age and update patterns.
22. Transparent pricing or pricing methodology. For YMYL topics (health, finance, legal), opaque pricing relative to competitors is a trust concern. Even "free estimates" or "starting at $X" is better than no signal.
23. No deceptive patterns. Fake urgency timers, inflated "original prices," fake review counts, or misleading guarantees are trust signal violations that Google's quality raters are specifically trained to identify.
Priority Implementation Order
Weeks 1–2 (highest impact): HTTPS, contact information visible, privacy policy, author attribution on content, credentials displayed.
Weeks 3–4: Schema markup, NAP consistency audit, real customer testimonials with attribution, physical address on every page.
Months 2–3: Professional association listings, Google Business Profile completeness, review velocity campaign (email past customers), local directory audit.
Months 3–6: Content depth expansion, case studies with metrics, press coverage outreach, industry association engagement.
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