What E-E-A-T is and is not
E-E-A-T refers to experience, expertise, authoritativeness and trustworthiness. Google explains that it is not a single ranking factor. There is no universal E-E-A-T score that our test could assign to a website.
Treat these ideas as editorial questions: what do we actually know, what can we demonstrate and what scope do we take responsibility for? The answers should appear in the material itself, not only on an “expert” badge.
Show your working process, without invented achievements
A project description can explain the task, constraints, decision and acceptance process. Alongside a result image, identify which part of the work your company performed. If you have no before-and-after measurement, do not add a percentage improvement. A clear scope is more useful than an unsupported promise of success.
“We prepared the category structure and implemented a new product page template. Testing covered variant selection and placing a test order. We did not examine the implementation’s impact on search rankings.” This illustrates a reporting style, not an actual project.
Before publishing client material, check that you have permission to use it. Remove order data, customer addresses and access to private environments.
Match attribution to the actual contribution
An author credit should reflect who prepared or reviewed the material. A writer and a technical consultant have different roles. Do not attribute verification to a specialist who never received the text. If AI assisted preparation, describe the actual process.
An author profile can show relevant experience and a way to contact the editorial team. Do not invent qualifications, awards or a long history. A new company can also publish useful content when it honestly explains its sources and the limits of its knowledge.
Make errors easy to report and correct
Provide a contact for the person or team responsible for the material. A useful report includes the page address, disputed passage and explanation. Check the source before correcting it, then look for the same claim elsewhere on the site.
For a substantive change, briefly explain what was corrected. Update the date when the content actually changes. The aim is a transparent history, not the appearance of daily updates.
FOR USE IN PRACTICE
Your checklist
- Assign evidence and real owners to claims.
- Label examples and AI involvement accurately.
- Provide a corrections contact and check related material.
Sources and news
Documentation reviewed on September 21, 2026. The examples in the article are illustrative - they do not describe audit results or client implementation.
Educational material developed with the help of AI based on the indicated sources. It does not replace an individual assessment of the website by a specialist. Editorial rules.