E-E-A-T is the framework Google's human quality raters use to evaluate sites. It doesn't directly set rankings, but it informs the algorithms that do. Demonstrating E-E-A-T is increasingly non-optional.
Has the author actually done the thing they're writing about? Tested the product? Visited the restaurant? Performed the procedure? First-hand experience is the hardest signal for AI-generated content to fake.
Does the author have the knowledge needed to write credibly? Credentials, training, published work, role, years of experience. Especially critical for YMYL (Your Money Your Life) topics, medicine, finance, legal.
Is the site a recognized authority on the topic? Signals: backlinks from authoritative sources, brand mentions, recognition, citations.
Can users and search engines trust this source? Signals: clear about page, contact info, secure connection (HTTPS), accurate information, honest reviews, transparent monetization, good reputation.
For Your-Money-Your-Life topics (health, finance, legal, safety), Google scrutinizes E-E-A-T much harder. These pages need licensed professional authors (or clearly reviewed by them), medical/legal disclaimers, and sources from authoritative institutions.
AI can produce expertise-sounding prose. It can't produce experience-demonstrating prose, real photos, real test results, real stories. That's why "Experience" was added to the framework. Producing content an AI couldn't fake is the durable play.