INFINI Newsletter | February 10, 2026

What Exactly Is E-E-A-T?

And Why Is Google Obsessed With It?

Okay, real talk: Google dropped this thing called E-E-A-T a while back, and in 2026 it’s basically the secret sauce for ranking high.

It’s not some magic button. It’s four things Google checks to decide if your content is worth showing people.

E-E-A-T stands for…

Experience – Have you actually done the thing? Not just read about it. Google wants proof you’ve walked the walk. (Think: “I’ve done 500+ botox treatments” vs. “I googled botox once.”)
Expertise – Are you legit knowledgeable? Show your creds—certifications, years in the game, real skills. No fluff.
Authoritativeness – Do other people (and sites) vouch for you? Backlinks from solid places, shoutouts, being the go-to in your niche. Basically, are you the boss everyone trusts?
Trustworthiness – Can people bet their money/health/safety on what you say? Clear about who wrote it, no shady vibes, secure site, honest reviews, transparency all day.
Why the double “E”? Google added “Experience” in 2022 because they got tired of know-it-alls who’ve never touched the topic. Firsthand stories win now.

Bottom line: E-E-A-T = Google asking, “Would I trust this person with my grandma’s health/finances/life choices?”

If yes → you rank better, especially in YMYL stuff (Your Money or Your Life topics like health, wellness, finance).

We live by this at INFINI.

It’s not about tricking Google anymore. It’s about being the real deal. 

#MarketingMeme of the Week

When your competitor’s blog is ranking on the first page of Google