E151: SEO + EAT = AI

Why E-E-A-T Matters More Than Ever in the Age of AI

As AI-generated content becomes more prevalent, website owners must do more to prove they’re real, credible sources. That’s where E-E-A-T comes in—an acronym standing for Experience, Expertise, Authoritativeness, and Trustworthiness. This framework isn’t just another SEO buzzword—it’s the foundation for how Google evaluates the credibility of a website and its content.

In the episode, Meredith and her husband unpack how Google originally relied on human reviewers—such as a team of 20,000 evaluators in Australia—to determine what makes a site trustworthy. That data helped shape Google's algorithm, which now tries to replicate human judgment at scale.

Although E-E-A-T isn’t a direct “ranking factor,” its underlying components are. For example, a fast-loading site or backlinks from authoritative sources can both enhance E-E-A-T. What Google really wants is evidence that your site—and you—can be trusted. That means demonstrating credentials, showing real-world experience, and linking to reputable sources or affiliations.

Meredith’s husband gives practical examples:

• If you’ve spoken at a TED Talk or been featured in the media, link to it.

• If you publish informative content, cite trustworthy sources like Google’s official documentation.

• If you support charities or have verifiable credentials, include those on your site.

While AI can generate polished content, it can’t reference a university degree, a professional affiliation, or a history of published work. That’s your advantage as a real human content creator. And with Google doubling down on E-E-A-T in its guidance for getting into AI-powered search results, this is not something to ignore.

So, how do you apply E-E-A-T? Think like a user. What would make you trust a website? Add that. Whether it’s testimonials, awards, a badge from a professional organization, or even links to charities you support, it all adds up to a more credible and competitive online presence.