What Is E-A-T? E-A-T, which stands for Expertise, Authoritativeness, and Trustworthiness, is a concept used by Google to assess the quality and reliability of web content. It helps determine whether a page is credible, relevant, and written by a knowledgeable source. Emphasizing E-A-T in your content can lead to higher search rankings, better visibility, and increased user confidence, especially for sites covering sensitive or important topics.