Expert Insights From Google logo “While E-E-A-T itself isn’t a specific ranking factor, using a mix of factors that can identify content with good E-E-A-T is useful. For example, our systems give even more weight to content that aligns with strong E-E-A-T for topics that could significantly impact the health, financial stability, or safety of people, or the welfare or well-being of society.” (Source) GOOGLE While E-E-A-T is not a Google ranking factor for search engine optimization (SEO), it’s a core component of Google’s Search Quality Rater Guidelines — a handbook that real people (known as Quality Raters) use to evaluate the quality of pages for search results. Search Quality Raters don’t determine site rankings. Instead, their feedback is used by Google to further improve site results and evaluate how pages rank after algorithm changes.