← E-E-A-T Periodic Table № 27 Mq Update A dated revision of content to reflect the current state of the field. Quick preview → № 52 Mt2 Legal notice A complete, accessible legal notice page. Quick preview → № 53 Pv Privacy policy A GDPR-compliant privacy policy. Quick preview → № 54 Ct2 Real contact Verifiable contact details: email, phone, postal address. Quick preview → № 55 Ab Detailed About An 'About' page with mission, team, history, values. Quick preview → № 56 Av2 Verified reviews Customer reviews via an independent third-party platform. Quick preview → № 57 Tp Price transparency Public prices, clear terms, no hidden costs. Quick preview → № 60 Sr Cited sources Outbound links to primary, recognized sources. Quick preview → № 62 Cf3 Conflict of interest Disclosure of affiliations, sponsorships, vested interests. Quick preview → № 64 Ex Factual accuracy Verified facts, sourced figures and consistency with established expert consensus. Quick preview → № 66 Nm Needs Met The page fully answers the real need behind the query (Needs Met). Quick preview → № 67 Sv Visible customer service Identified responsible party and reachable customer service, especially on YMYL and transactiona… Quick preview → № 15 Bg Personal bio A presentation of the author, background, reason for covering the topic. Quick preview → № 47 Eq Online reputation Consistency and quality of Google results for the brand/author name. Quick preview → № 51 Hs HTTPS A valid SSL certificate across the entire site. Quick preview → № 58 Cy NAP consistency Name-Address-Phone identical everywhere (site, GMB, directories). Quick preview → № 59 Sg2 Signature Articles signed by an identified author, linked to a detailed profile. Quick preview → № 61 Cr Correction A visible correction policy, dated errata. Quick preview → № 63 Sc2 Security A site free of malware, security alerts, fake content. Quick preview → № 65 Px Page experience Main content accessible without obstacles: discreet ads, clean consent, clear navigation. Quick preview → № 68 Ld2 Client logos Client or reference logos displayed, with permission obtained. Quick preview → E Experience E Expertise A Authoritativeness
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E-E-A-T pillar
Trustworthiness
Trust
Transparency, security, compliance, the non-negotiable foundation.
21signals
12high impact
Why this pillar matters for Google
Trust is the foundation of E-E-A-T: Google describes it as the most important member of the family. Without trust, experience, expertise and authority are not enough. It all starts with transparency and security.
Verifiable contact details, HTTPS, legal notice, privacy policy, honest sources: these are non-negotiable prerequisites, especially on YMYL topics where a mistake can have real consequences for the user.
The 21 signals of the Trustworthiness pillar
Common mistakes to avoid
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Hiding or omitting contact details and the legal notice.
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Presenting a site with no HTTPS or clear security signals.
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Offering a vague “About” page with no identifiable real entity.
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Ignoring review management and transparency about the origin of information.
Explore the other pillars