Google E-E-A-T (formerly E-A-T) stands for "experience, expertise, authoritativeness, and trust." Google added the additional E, for experience, in December 2022.User-generated content, including reviews of your business and comments on your blog posts, can impact the perceived trustworthiness of your website. Google's E-E-A-T guidelines suggest that raters read comments and independent reviews to gauge a site's reputation.