E-E-A-T

E-E-A-T comes from Google's Search Quality Rater Guidelines, which human raters use to evaluate search results. It stands for Experience, Expertise, Authoritativeness and Trust, with trust the most important.

It isn't a single ranking factor or score. Google says its systems aim to reward content that shows these qualities, especially on topics that affect health, money or safety.

For a small business, showing E-E-A-T means: real people with real qualifications, first-hand detail only you could give, accurate and dated information, clear contact details, and sources for any facts you didn't originate.

In practice

In practice, it shows up in small, concrete things: the names and qualifications of the people who do the work, photos of your real premises, first-hand detail only someone who does the job would know, clear contact details, dates on information that changes, and links to official sources. For health, money and legal topics these matter even more, because readers and search engines are more careful there.