E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness—is Google's framework for evaluating content quality. These same principles apply to AI search, influencing which sources get cited by ChatGPT, Perplexity, Claude, and other LLMs.
This article explains how each E-E-A-T component affects AI visibility and provides actionable strategies for building authority that AI systems recognize.
Why E-E-A-T Matters for AI
AI systems face a fundamental challenge: they must decide which sources to trust when synthesizing answers. With millions of potentially relevant documents, how does an AI determine which sources deserve citation?
E-E-A-T signals help AI make these decisions. Sources demonstrating experience, expertise, authoritativeness, and trustworthiness are more likely to be retrieved, evaluated favorably, and cited in AI responses.
Key insight: E-E-A-T for AI isn't just about Google rankings—it's about building the credibility signals that all AI systems use to evaluate source quality.
The Four E-E-A-T Components
Experience
First-hand experience with a topic signals practical knowledge that goes beyond theoretical understanding. AI systems value content that demonstrates real-world application.
How to demonstrate experience:
- Share case studies and real results
- Include specific examples from your work
- Document processes you've actually used
- Reference client outcomes and project details
Expertise
Deep knowledge in a specific field, demonstrated through credentials, depth of content, and recognition by peers. AI favors sources that show genuine subject matter expertise.
How to demonstrate expertise:
- Display relevant credentials and certifications
- Create comprehensive, in-depth content
- Publish in recognized industry outlets
- Maintain detailed author bios with qualifications
Authoritativeness
Recognition by others as a leading source on a topic. Authority is built through citations, mentions, and endorsements from other trusted sources.
How to build authoritativeness:
- Earn citations from other authoritative sources
- Get featured in industry publications
- Build presence on trusted platforms (Wikipedia, industry databases)
- Accumulate positive reviews and testimonials
Trustworthiness
The overall reliability and honesty of content and its source. Trust encompasses accuracy, transparency, and ethical behavior.
How to demonstrate trustworthiness:
- Ensure factual accuracy with citations
- Maintain transparent business practices
- Display security credentials and privacy policies
- Respond professionally to reviews and feedback
E-E-A-T Signals AI Systems Recognize
While AI systems don't explicitly calculate E-E-A-T scores, they recognize signals that correlate with these qualities:
Entity Recognition
Brands and authors recognized in knowledge graphs (like Wikipedia, Google Knowledge Graph, Wikidata) receive implicit authority. AI systems trust entities they can verify through multiple sources.
Citation Networks
Sources frequently cited by other authoritative sources gain credibility. This creates a network effect similar to academic citation analysis—being cited by trusted sources builds trust.
Review Signals
Positive reviews and ratings across platforms signal trustworthiness. AI systems can aggregate sentiment from Google, Yelp, industry-specific review sites, and other sources.
Content Depth
Comprehensive coverage of a topic demonstrates expertise. Thin content gets passed over in favor of sources that thoroughly address the subject matter.
Consistency
Consistent information across multiple platforms builds trust. Conflicting information—different addresses, names, or claims—creates doubt.
Building E-E-A-T for GEO
Short-Term Actions
- Audit and update author bios with credentials
- Add schema markup for Organization, Person, and expertise signals
- Ensure NAP (Name, Address, Phone) consistency across all platforms
- Review and respond to existing reviews professionally
Medium-Term Strategies
- Publish case studies demonstrating experience
- Seek citations from industry publications
- Build presence on authoritative platforms
- Create comprehensive content clusters in your expertise areas
Long-Term Investments
- Pursue Wikipedia mentions through notable achievements
- Establish thought leadership through speaking and publishing
- Build a network of authoritative backlinks and citations
- Develop proprietary research that others will cite
Assess Your E-E-A-T Signals
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