In Google’s most recent version of Search Quality Evaluator Guidelines, E-E-A-T was mentioned 136 times across the 167 pages. The SEO community has come to understand that E-E-A-T is a key ranking factor for Google search. Search engines are holding brands accountable and responsible for their website content. The weight that E-E-A-T holds when ranking websites demonstrates the importance of matching search intent to results.  Ranking first on a search engine results page is ineffective if your content isn’t what the search query is seeking. In the end, you want your content to meet the needs of a user’s search query and E-E-A-T is fundamentally helping to make that happen.  Moreover, as content creators we need to hold ourselves accountable for what we’re publishing by valuing the experience, expertise, authoritativeness, and trustworthiness of our content in search and beyond.     Martha is the CEO and co-founder of Schema App. Schema App is an end-to-end Schema Markup solution that helps enterprise SEO teams create, deploy and manage Schema Markup to stand out in search. She is an active member of the search engine optimization community, and the work that she does through Schema App is helping brands from all over the world improve their organic search performance.