E-A-T stands for Expertise, Authority, and Trust — three factors that Google uses to measure how much trust it should place in a brand or website. Google wants to give its customers (search engine users) the best experience possible, so it only wants to promote websites that it fully trusts.
Domains and businesses with the best display of their Expertise, Authority, and Trust should not only see themselves promoted by Google, but this should also correlate and result with improved trust and purchases by a business’ target audience.
Websites can improve their display of E-A-T on their own website — through the various methods highlighted in this post — as well as on websites of others, including review websites such as Google My Business, TrustPilot and Feefo.
Improving a brand or website’s E-A-T should also be readable in improved brand recognition and brand sentiment, which, again, should lead to an increase in sales and revenue.