E-E-A-T
experience, expertise, authoritativeness, trust
The signals that show a real, qualified organisation stands behind a page: named authors and practitioners, credentials and registrations, proof of outcomes, and independent reviews.
Why it matters for AI shopping
Whole categories are decided on this rather than on specification or price — law, health, trades, advice. In those categories an assistant is choosing who to trust, so credentials a machine can confirm do the job that a barcode does for a product.