This document discusses how to boost search engine ranking by establishing expertise, authority, and trust (E.A.T.) in website content. It recommends deciding on areas of expertise to focus content, developing high-quality, relevant material, and linking to other authoritative sources. Authority comes from external links and citations as well as a site's reputation. Trust is built through transparency, citations, credentials, and truthful information. Higher standards apply to content impacting users' well-being. Clean, organized content demonstrating verifiable expertise raises E.A.T.