E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness. It comes from Google's Search Quality Rater Guidelines, which describe what high-quality, helpful content looks like. Trust is the most important part.
Why it matters
E-E-A-T isn't a single score, but Google's systems aim to reward content that shows these qualities, especially on topics that affect people's money, health or safety.
Example
A coffee roaster explaining roast levels from years of roasting, with accurate details, clear sourcing and an About page that says who they are, shows experience and earns trust.
What to do
Write from real knowledge, add first-hand details and examples, cite sources for facts, keep content accurate and up to date, and make it easy to see who's behind your site and how to contact you.