E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness — Google's framework for evaluating content quality. Google's search quality raters assess whether content was created by someone with genuine firsthand experience, relevant expertise, a credible reputation, and honest intent. For B2B content, E-E-A-T means bylined content from real practitioners, cited data, transparent company info, and no fluff.
For example, a guide on 'how to build an outbound sales motion' written by a VP of Sales with 10 years of experience and citing original data will outperform a ghostwritten, generic article — both in Google's quality assessment and in reader trust.
We build E-E-A-T into every content program — using real practitioner voices, original data, and transparent sourcing to signal quality to Google.
Relevant Cactus Services
We implement E-E-A-T strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Search Engine Optimization (SEO)
SEO is the practice of improving your website's visibility in organic (unpaid) search results.
Search Engine Marketing (SEM)
SEM typically refers to paid search advertising — Google Ads and Bing Ads — where you bid on keywords to appear in search results immediately, without waiting for organic rankings.
Organic Traffic
Organic traffic is visitors who arrive at your site from unpaid search results, social posts, and direct/dark social channels — not from ads.
Backlink
A backlink is a link from another website to yours — one of the strongest ranking signals in Google's algorithm.
Domain Authority (DA)
Domain Authority is Moz's proprietary metric (0–100) estimating how likely your domain is to rank in search results, based primarily on the quality and quantity of backlinks.
Keyword Difficulty (KD)
Keyword difficulty is a score (0–100) estimating how hard it is to rank on the first page of Google for a given keyword, based primarily on the strength of competing pages.