6 Steps to Get AI to Recommend Your Brand

Google E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s a framework that Google uses to evaluate the quality and credibility of content.

But understanding E-E-A-T in the AI era means recognizing it now serves a dual purpose. It helps you rank in Google and increases your AI search visibility.

After reading this guide, you’ll know:

• What E-E-A-T isn’t
• Why Google and AI platforms prioritize E-E-A-T
• The core elements
• Practical ways to build and demonstrate E-E-A-T
• Red flags that hurt your credibility

What E-E-A-T Isn’t

E-E-A-T is often misunderstood, overcomplicated, and ignored. Let’s set the record straight.

Myth #1 – E-E-A-T Isn’t a Ranking Factor

Despite its importance, E-E-A-T isn’t a [ranking factor](/content/google-ranking-factors "Google’s 200 Ranking Factors: The Complete List"/index.html). To understand this better, let’s go back. E-E-A-T isn’t something new. Google introduced the concept of E-A-T in its Quality Rater Guidelines in 2014.

Myth #2 – E-E-A-T Isn’t a Checklist

As much as we want it to be, E-E-A-T is more nuanced than a checklist of definitions and action items. Building and demonstrating E-E-A-T doesn’t look the same for any two businesses or niches.

When Google introduced E-E-A-T, it also emphasized that the “T” (trust, just in case you forgot) is the foundation of E-E-A-T and holds huge significance.

Why E-E-A-T Matters

E-E-A-T is one of the ways Google separates authentic, valuable content from thin, low-quality content and generic AI output.

Bottom line: As AI platforms become a primary way people discover information, demonstrating E-E-A-T is essential for maintaining your visibility online.

The Core Elements of E-E-A-T

Let’s take a deep dive into each of the four elements that make up E-E-A-T.

Experience

When Google refers to “experience,” it means real-world, firsthand involvement with the subject matter of a piece of content.

Expertise

Google sees expertise as tied to the creator of the content. It’s linked to their formal or informal education or how they acquired their skills.

Authoritativeness

Authoritativeness refers to the extent to which you’re a go-to source for knowledge on a subject.

Trustworthiness

Trustworthiness is the most crucial factor in E-E-A-T. Google considers your site trustworthy if it’s accurate, honest, safe, and reliable.

14 Practical Ways to Build and Demonstrate E-E-A-T

1. Leverage Experts and People with Firsthand Experience
2. Encourage Authentic Community Engagement
3. Add Value Beyond What’s Already Present in the SERPs
4. Optimize for Entity Signals
5. Establish a Positive Brand Reputation
6. Get Your Brand and Team Featured in the Press
7. Build Brand Salience (Not Just Awareness)
8. Make It Easy To Find Out Who Created Your Content and What Their Background Is
9. Improve Your About Us Page
10. Demonstrate Basic Business Trust Factors
11. Optimize Your Site’s Technical Foundation
12. Cite Sources in Your Content
13. Use Your Own Images and Video Content
14. Keep Your Content Updated

What Hurts Your E-E-A-T

Low-quality pages that demonstrate little to no E-E-A-T can tank your perceived credibility.

Frequently Asked Questions About E-E-A-T

What is YMYL content, and why is E-E-A-T crucial for it?

E-E-A-T is crucial for websites dealing with “Your Money or Your Life” topics that have significant implications on health and financial stability.

Can you fake E-E-A-T signals?

E-E-A-T isn’t something you can fake, nor should you try. Building a positive reputation is about what other people say about you.

Are there any specific tools available to assess a website’s E-E-A-T level?

There aren’t any specific tools for assessing a site’s E-E-A-T level.

How does E-E-A-T apply to user-generated content?

For user-submitted posts, E-E-A-T is judged individually, but moderation is crucial.