Trust (EEAT)
How safe, accurate, and transparent a site appears to users and search engines.
Key takeaways
- Trust (EEAT) is how safe, accurate, and transparent a site appears to users and search engines.
- Show who runs the site, how to contact you, and where you're based.
- Avoid: hiding ownership or contact details.
What is Trust (EEAT)?
Trust is the centre of the EEAT model. It is built through clear ownership, accurate content, secure technology, and a clean track record.
Why Trust (EEAT) matters for EEAT in 2026
Trust is the core of E-E-A-T: experience, expertise and authority matter because they make a source trustworthy. An untrustworthy page scores poorly however expert it looks.
For a wider view of where this fits, see our full EEAT glossary or explore the Strategy and Audits service we run for clients.
How to apply Trust (EEAT) on your site
Knowing the concept is only half of it. Work through these steps in order to put Trust (EEAT) into practice on your own pages:
- Show who runs the site, how to contact you, and where you're based.
- Keep content accurate and correct mistakes openly.
- Use HTTPS, clear policies and honest claims throughout.
Common mistakes to avoid
Most sites that struggle with Trust (EEAT) fall into the same traps. Check your pages against each of these before moving on:
- Hiding ownership or contact details.
- Making claims you can't back up, such as invented statistics.
- Using manipulative design, such as fake urgency or hidden costs.
Questions about Trust (EEAT)
How safe, accurate, and transparent a site appears to users and search engines.
Trust is the core of E-E-A-T: experience, expertise and authority matter because they make a source trustworthy. An untrustworthy page scores poorly however expert it looks.
Start here: show who runs the site, how to contact you, and where you're based. Then keep content accurate and correct mistakes openly.
The most common is hiding ownership or contact details. Another is making claims you can't back up, such as invented statistics.