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Experience, Expertise, Authoritativeness, and Trustworthiness—Google's framework for evaluating content quality, particularly for topics affecting health, finances, or safety. Demonstrating E-E-A-T involves showing real-world experience, citing credentials, earning recognition from authoritative sources, and maintaining transparent, accurate information. For SMB sites, this means clear about pages, genuine testimonials, accurate contact details, and content that demonstrates actual knowledge rather than generic claims.