What it means
Google''s raters assess whether content shows real first-hand experience, genuine subject expertise, recognised authority, and overall trustworthiness — especially for topics that affect money or wellbeing. The extra "E" (Experience) rewards content from people who have actually done the thing.
Why it matters
As AI-generated content floods the web, E-E-A-T is how Google (and the LLMs that train on the same signals) separate substance from noise. Named authors with credentials, original data, real case studies, and citations now matter for both classic SEO and Generative Engine Optimization.