E-E-A-T (experience, expertise, authoritativeness, trustworthiness) is the set of criteria Google uses to judge how credible content and its authors are. It isn't a single ranking factor but a quality framework that genuinely affects visibility.
In practice E-E-A-T boils down to one question: who wrote this and how do they know? The signals that answer it: articles signed with a real name and an author bio, first-hand content ("we tested", "we implemented") instead of paraphrased generalities, case studies with numbers, cited sources, full company details and contact information.
E-E-A-T is growing in importance with AI search: when composing an answer, models favour sources with visible expertise – named authors, specifics, evidence. The same signals therefore work twice: in Google and in the answers of ChatGPT or Perplexity.
Why it matters for business: an anonymous company blog written "for keywords" loses to content signed by the people who actually do the work. If your experts have the knowledge, show them: names, roles, experience. It's the cheapest SEO ingredient you own.