E-E-A-T E-E-A-T

E-E-A-T stands for experience, expertise, authority and trust, and it is not a score you can look up inside Google. It is the list of qualities the raters Google pays are told to look for, and the search engine is built to reward the same things. That makes it easier to handle than it sounds, because each of the four turns into something plain you can put on a page.

In practice it is plain, slightly dull work. It starts with a real name on the article and two lines saying who wrote it and why they know the subject. The same page should carry a street address and a phone number somebody answers, because a reader who doubts you will try one of them. Serve every page over HTTPS, the small padlock in the address bar that shows the connection is private. Then keep the welcome clean, because a pop-up warning that a visitor's device is at risk undoes all of it in a second.

The first E, experience, was added later, and it is the one most people skip. Expertise is what you studied, while experience is having actually done the thing, and the gap between them shows on the page. A wheelchair review written by someone who uses one every day beats a summary pieced together from other reviews. Search engines have become much better at telling those two apart, so if your staff have done this work for fifteen years, say so with their names.

Pages about health and money are judged harder, because Google calls them your money or your life pages, YMYL for short. A clinic describing a treatment, or a firm explaining a loan, is held to a stricter standard than a page about garden chairs. That means naming the author, naming whoever checked the facts, dating the page and saying where the figures came from. When Linkysoft builds a clinic site around DocMz, the doctor's name and licence sit on the page from the first day.

Trust is the part you can lose in a single afternoon. An expired certificate, a contact form on a page without HTTPS, or spam pages left after a break-in will undo years of careful writing, and visitors leave before they read a word. That is why Linkysoft starts these projects with a security review and finishes with the ordinary website work of author pages, a real contact page and clear ownership.