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

E-E-A-T stands for experience, expertise, authority and trust. It is not a score sitting inside Google that you can look up. It is the list of things the people Google pays to rate search results are told to look for, and Google then builds its systems to reward the same qualities. Understanding it is easier than it sounds, because every part turns into something you can put on a page.

Made concrete, it is plain and a little dull. Put a real name on an article, with two lines saying who wrote it and why they know the subject. Show a street address and a phone number that someone answers. Serve every page over HTTPS, the small padlock in the address bar that means the connection is private. Do not greet a visitor with a pop-up warning that their device is at risk. Say who owns the company. Date the page and say when it was last checked.

The first E, experience, was added later and it is the one people skip. Expertise is what you studied. Experience is having done the thing. A review of a wheelchair by someone who uses one every day is worth more than a summary written from other reviews, and search engines have got better at telling the two apart. If your staff have done the work for fifteen years, say so on the page, with names.

Pages about health and money are judged harder. Google calls these your money or your life pages, YMYL for short. A clinic describing a treatment, or a company explaining a loan, is held to a stricter standard than a page about garden chairs. Named author, named reviewer, a date, a source. When Linkysoft builds a clinic site around DocMz, the doctor's name and licence sit on the page from the first day, not later.

Trust is the part you can lose in an afternoon. An expired certificate, a contact form on a page without HTTPS, or spam pages left behind 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.