E-A-T in SEO: What It Is & Why It Matters in 2025
E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness—key factors Google uses to evaluate content quality. In 2025, E-A-T is more critical than ever, especially with the rise of AI-generated content and misinformation. Google prioritizes content created by individuals with real-life experience and subject-matter expertise, particularly in sensitive areas like health, finance, and legal topics. Demonstrating E-A-T involves showcasing author credentials, building reputable backlinks, using accurate sources, and maintaining a secure, user-friendly website. Transparent authorship, up-to-date content, and positive online reviews also contribute to perceived trust. For websites aiming to rank well, aligning with E-A-T principles helps build credibility, improves rankings, and ensures content meets Google’s evolving quality standards.