In December 2022, Google introduced an additional “E” to E-A-T, expanding it to “Experience, Expertise, Authority, and Trustworthiness” as a component of Google’s Search Quality Rater Guidelines. These guidelines function as a manual that real individuals use to assess the quality of search results. So, why should you care? In a rapidly evolving world driven by advancements in AI, the credibility of your content holds greater significance than ever before. Almost six months since its inception, Ross and Bernard delve into the history and evolution of E-E-A-T. They explore its overall practical implementation, common mistakes to avoid, and strategies to optimize its impact. Furthermore, they discuss the diminishing relevance of traditional SEO methods and how you can maximize your “experience” to achieve better rankings on the SERP.