E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. In SEO, E-A-T is important because it represents the criteria Google uses to evaluate the quality of content on a website, especially for YMYL (Your Money or Your Life) topics. The better the E-A-T of a website, the more likely it is to rank well in Google’s search results, as it’s seen as offering higher-quality and more trustworthy information to users.