Google first introduced the concept of E-A-T in its 2014 edition of Search Quality Guidelines. In December 2022, a new iteration of E-E-A-T was introduced, where an extra ‘E’ was added to emphasize the importance of demonstrating ‘experience’ in website content.  The ultimate goal of a search engine is to return accurate, truthful, and useful information to satisfy search intent, and E-E-A-T fundamentally supports that. It’s an important factor that Google uses to evaluate the quality of a web page. By increasing your E-E-A-T on and off your site, you have the opportunity to improve your Google search rankings.