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SEO & AEO

E-E-A-T

Also known as: experience expertise authoritativeness trustworthiness

Definition

E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness — the framework Google's quality raters use to assess content quality, with trust treated as the most important component.

E-E-A-T is not a ranking factor that can be directly optimised. It is a description of what the ranking systems are trying to approximate, which makes it a useful checklist: named authors with real credentials, first-hand experience evident in the content, citations to primary sources, and transparent business information.

For agencies and professional services it usually comes down to demonstrable proof — named case studies with verifiable numbers, real author bios, clear contact and registration details, and original insight rather than restated commonplaces.

More in SEO & AEO

AEO (Answer Engine Optimisation)

AEO is the practice of structuring content and data so AI assistants such as ChatGPT, Perplexity and Google AI Overviews cite a business as a source when answering questions, including when no click follows.

AI visibility

How often a brand is named or cited in answers from AI assistants for the prompts its buyers actually use. The emerging equivalent of rank tracking, measured by prompting at scale and counting mentions.

Backlink

A backlink is a hyperlink from another website to yours, treated by search engines as a signal of credibility. Value depends on the linking site's authority and topical relevance, not on link count.

Canonical tag

A canonical tag tells search engines which URL is the preferred version of a page when duplicate or near-duplicate content exists at multiple addresses, consolidating ranking signals onto one URL.

Content cluster

A content cluster is a comprehensive pillar page on a broad topic surrounded by interlinked supporting pages covering specific subtopics, structured so internal links consolidate relevance signals.

Core Web Vitals

Core Web Vitals are Google's user-experience metrics: Largest Contentful Paint (loading), Interaction to Next Paint (responsiveness) and Cumulative Layout Shift (visual stability), measured on real user traffic.

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