E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It is not a direct ranking factor, but it is how quality raters judge content — and it influences how the systems rank pages in practice.
How to show it
- Experience — first-hand detail: screenshots, results, specifics only a practitioner would know
- Expertise — accurate, in-depth content written or reviewed by someone knowledgeable
- Authoritativeness — mentions, links and citations from others in the field
- Trust — clear who you are, how to contact you, and honest claims
Practical moves
- Publish an About page and real contact info
- Show author names and credentials on articles
- Link to sources and cite data
- Keep policies (terms, privacy, refunds) accurate
- Fix errors and refresh outdated content
Why a tools site cares
For a free-tools site, trust pages and clear ownership make the difference between looking like a real product and looking anonymous.
Quick wins
Add real About and Contact pages, keep your legal pages current, and make sure structured data reflects your organisation with the Organization generator.