Glossary

E-E-A-T is the acronym for Experience, Expertise, Authoritativeness, and Trustworthiness. It is a set of criteria used by Google to evaluate the overall quality of a web page and its creator. These principles guide Google's Quality Raters (human evaluators) in determining whether content is helpful, accurate, and trustworthy for users.

The Boomerang Effect is a phenomenon of persuasion (or, more often, of failed persuasion) whereby a communication message, designed to convince an audience to think or act in a certain way, achieves the exact opposite effect. Instead of adopting the proposed viewpoint, the target rejects the message and strengthens their original belief, or develops a negative opinion towards the brand.