E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google’s search quality rater guidelines; Google added the "experience" dimension in December 2022, and trust is described as the most important of the four. E-E-A-T is not a direct ranking factor, and rater scores do not change individual rankings, but Google’s systems weigh many signals that align with it, especially for YMYL topics such as health, finance and law.
Because AI Overviews and AI Mode run on Google Search systems, pages with weak trust signals also struggle to be cited there. ChatGPT, Perplexity and Copilot do not use the term, yet they also aim to cite consistent, verifiable and recognised sources.
- Show real authors with relevant experience and add first-hand observations.
- Make company identity, address and contact details clear and back them with Organization markup.
- Cite the basis of claims, show update dates and be honest about limits.
- Earn independent mentions and genuine reviews; fake profiles and reviews backfire.
Stronger signals raise the chance of being cited but guarantee nothing. Racoun reviews these signals in its AI visibility audits and tracks results monthly across ChatGPT, Gemini, Perplexity and Copilot.
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