EEAT or Die
How to Build Authority in an Era of Generative Search
Let’s not sugarcoat it: If your brand doesn’t come across as credible, trustworthy, and genuinely helpful, you’re going to be invisible.
And not just to your audience.
To AI.
We got our first inquiry from a prospect who found us through ChatGPT back in February. Then it happened again in March. They didn’t search Google. They didn’t click an ad. They simply asked an AI assistant who it recommended — and somehow, we made the cut.
It was unexpected. And honestly? A little intriguing.
So, we dug deeper. We asked ourselves:
- Why were we being recommended?
- What made our site stand out to generative AI?
- And more importantly — how could we intentionally show up again?
That’s when we realized: it wasn’t a fluke. It was EEAT in action.
Originally developed by Google, EEAT stands for:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
And today, it’s one of the most important ways to make sure your business gets seen — not just in traditional search results, but in AI-generated answers that increasingly dominate how people find solutions.
Remember When Google Just Gave You 10 Blue Links?
Yeah, those days are fading fast.
Today, search is evolving into conversation. Users are asking questions like,
“Who’s the best branding agency for small businesses in Toronto?”
And AI tools like ChatGPT or Perplexity don’t return a list — they generate an answer. Your business is either in it… or invisible.
So how do you make sure your brand earns a seat at the table in this new AI-first world?
Let’s break down how to actually build EEAT into your content and digital presence.
1. Experience: Share Real-World Proof
The E at the front of EEAT was added after the original acronym. That’s how important it became. Why?
Because AI (and your audience) are increasingly skeptical of generic, surface-level content.
They want lived-in knowledge — not something regurgitated from a listicle.
How we leaned in:
After those first inquiries via ChatGPT, we went back through our site and blog content. We started highlighting client stories, real outcomes, even snippets of how we think during projects. Not just what we do — but why we do it that way.
One of our favourite moments? When a prospect said, “I feel like I already know how you work, just from reading your blog.”
That’s E for Experience. That’s the difference.
What you can do:
- Replace generic copy with real-world insights from your work
- Add before-and-after photos, quotes from clients, or project snapshots
- Write blog posts that explain your process, not just “top 5 tips”
Try this next time: Imagine you’re writing to a younger version of yourself — someone just starting out in your field. That’s often the perfect tone.
2. Expertise: Go Deeper, Not Broader
Expertise means you’re not just floating on the surface — you’ve been in the trenches. But if your content looks like ChatGPT wrote it in under 20 seconds, you’re not going to get picked up by any version of ChatGPT.
What we’ve found:
The content that performs best — both for SEO and AI mentions — tends to be niche, detailed, and backed by practical application.
We wrote one blog on how traditional media still matters in a digital world (based on a Mechanical Business Magazine feature we contributed to). That piece continues to get referenced in client conversations — and it’s structured around decades of hands-on brand work, not trends.
What you can do:
- Dive into your niche: don’t be afraid to get specific
- Add personal commentary, data, or insights from your actual projects
- Include bios that outline your team’s credentials, experience, and point of view
Here’s what works better than you’d think: Let your opinions show. Don’t just be informative — be useful and relatable. That builds trust faster than a sea of “on one hand, on the other hand” content.
3. Authoritativeness: Get Cited, Not Just Indexed
You might be great — but does the industry know it?
Authority isn’t self-declared. It’s something you earn from others.
Our real-world example:
We’ve been invited to contribute to industry blogs, quote in roundups, and get interviewed on marketing podcasts. Not because we chased every PR opportunity — but because we consistently publish original content with a clear POV.
Plus, backlinks from trusted sites? Gold for both SEO and AI models trying to figure out who’s worth referencing.
What you can do:
- Get featured in relevant directories or online publications
- Partner with other credible brands and share the spotlight
- Write guest posts or contribute to roundup articles
- Use structured data (like schema markup) to tell search engines who you are
Heads-up: You don’t need to be famous to be seen as credible. But you do need to show up consistently in the right places. Relevance often beats reach.
4. Trustworthiness: Keep It Human, Keep It Honest
You can have all the experience and authority in the world — but if your site feels sketchy, outdated, or vague, trust goes out the window.
What we’ve improved:
We’ve revamped our bios to show the real people behind the work. We updated testimonials to include names and industries, not just generic praise. And we make sure contact info, pricing transparency (when possible), and page freshness reflect who we are right now — not five years ago.
What you can do:
- Make sure your website is secure (HTTPS) and technically sound
- Avoid “faceless” pages — real people, photos, and voices build trust
- Include clear ownership of content and contact details
- Feature case studies and testimonials with identifiable people or companies
Real talk: Trust doesn’t come from saying “we care.” It comes from showing your process, being reachable, and following through. The little things build the big picture.
The New Game: AI Is Choosing the Winners
You’re no longer just writing to get on page one of Google.
You’re writing to be included in the answer.
That means:
- Helpful, original content rooted in real-world knowledge
- Recognition from others in your field
- Consistency across platforms (website, LinkedIn, directories, etc.)
- A voice that sounds… well, human
If you’re not showing EEAT, you’re not showing up.
Want to Build Real Authority?
That’s what we help businesses do every day — especially small and mid-sized brands who know they’re good… but aren’t sure how to get seen in this new landscape.
From brand voice to lead-generating content to AI-ready web strategy, we build visibility that lasts.
Let’s make sure your next client finds you when they ask an AI for help.
Let’s build a brand that search engines — and humans — trust.
Boldly Grow!
