E-E-A-T is a framework introduced by Google to evaluate content quality and credibility. It emphasises that high-performing content must demonstrate first-hand experience, subject-matter expertise, and trustworthy sourcing.
For B2B marketers, E-E-A-T aligns closely with thought leadership principles, showing authority through data, case studies, and credible authorship. Optimising for E-E-A-T not only supports SEO but also strengthens brand reputation, signalling reliability to both algorithms and audiences.