E-E-A-T
Experience, Expertise, Authoritativeness, and Trust — the signals Google's quality raters use to judge whether content and its creators can be trusted.
E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trust. It comes from Google's Search Quality Rater Guidelines and describes the signals reviewers (and, by extension, ranking systems) use to judge whether a page and its creator can be trusted — especially in YMYL niches.
In practice this means clear authorship, demonstrated first-hand experience or credentials, citations to credible sources, and a site-wide reputation for accuracy. It matters most for health, finance, and legal properties, where a new owner should budget for building these signals as part of the acquisition plan.