Local search. Reviewed October 29, 2026
E-E-A-T
Also called: Experience, expertise, authoritativeness, trustworthiness
E-E-A-T stands for experience, expertise, authoritativeness and trustworthiness, the qualities Google's human quality raters look for in a page and in the person or business behind it.
In practice
For a contractor it is concrete: a license number on the site, real photos of real jobs, a named owner with a bio, an address or service area, reviews that can be checked, and prices. The sites that fail are the ones with stock photos, no name and no number.
It is a guideline, not a score. There is no E-E-A-T meter to optimize; there is a site a stranger would trust or not.
Related terms
- EntityAn entity is a thing Google and AI models recognize as one distinct object, such as a specific business, person or place, with facts attached to it rather than just a string of words.
- Review velocityReview velocity is how many new reviews a business earns each month, and a steady flow of recent reviews outweighs a large total that stopped growing two years ago.
Go deeper
Want this handled, not explained?
Skill Mammoth builds the site you own, gets you found on Google and ChatGPT, and texts every lead back in under 60 seconds. Month to month, every price published.