E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It is the framework described in Google's search quality guidelines for assessing whether content and its creators are credible, and it has become shorthand for the broader signals that mark a source as worth trusting.
For brands, E-E-A-T matters for AI visibility because AI systems, like search engines, favor sources they can treat as credible. Demonstrating real experience and expertise, naming and crediting authors, citing reliable sources, and earning recognition from other trusted sites all reinforce these signals. It is not a single score you set, but a set of qualities your content and your wider web presence either demonstrate or do not.