How to E-E-A-T the Competition: Showing Up in AI Search
There’s a lot of noise online right now about AI search and rightly so. From Google’s Search Generative Experience to AI-powered answers across tools like ChatGPT, the way people find information is shifting. If you've been anywhere near the world of digital marketing, you’ve heard about E-E-A-T. It’s not just any old acronym - it's your secret weapon for showing up in AI-powered search.
What is E-E-A-T?
E-E-A-T stands for:
Experience
Expertise
Authoritativeness
Trustworthiness
This model was originally part of Google’s Search Quality Evaluator Guidelines, but now, it plays a major role in how AI tools summarise, recommend, and prioritise content. Think Google SGE (Search Generative Experience), Grok, and ChatGPT plugins. These AI tools don’t just look for keywords; they look for helpful, reliable, real content.
Why E-E-A-T matters in AI search
AI doesn’t just regurgitate what’s on the internet; it curates. So when someone asks an AI tool, “What’s the best local marketing strategy for a construction firm?” or “How can I improve my salon’s online bookings?” the AI is trained to recommend content (and companies) that show strong E-E-A-T signals.
In other words, the brands that show up are the ones that show they know what they’re talking about.
How to E-E-A-T the Competition
Here’s how to work each part of the E-E-A-T model into your content and online presence:
1. Experience: Show You’ve Been There
AI wants real-life insights. So give them.
Instead of just listing facts, show you’ve done the thing. If you’re writing content about a new campaign that was successful or about a client lesson prove you’ve actually delivered. Show receipts.
How to implement this:
Write blog posts that start with a real story or challenge.
Use testimonials that reflect actual outcomes.
Share behind-the-scenes snippets on socials and repurpose them as case studies on your website.
2. Expertise: Prove You Know Your Stuff
Expertise isn’t just about qualifications—it’s about delivering high-quality, insightful content that solves problems. Make it easy for users (and AEO) to see who is providing the advice and why they’re qualified to do so.
Try this:
Add author bios to blog content, even if it’s just you, with your credentials and niche experience.
Post thought-leadership content on LinkedIn (cringe I know)
Use Q&A formats or “How-to” guides that address real customer questions.
3. Authoritativeness: Build a Name That Holds Weight
Authority comes from others recognising your value, not just you saying it. The more others refer to your site the more authoritative it becomes but be patient this takes time to build.
Try this:
Get quoted or featured on industry websites or podcasts.
Collaborate with other trusted brands or thought leaders.
Encourage high-quality backlinks to your content by creating standout guides, stats, or visuals.
Don’t underestimate the power of local PR, awards, or industry recognition either—they all build digital authority.
4. Trustworthiness: Make People (and AI) Feel Safe
Trust is everything. AI won’t recommend you if your site looks dodgy or vague. Make sure your website is secure and easy to use and is updated regularly
Try this:
Keep your website updated, secure (HTTPS), and transparent.
Include clear contact info, refund policies, and terms.
Add real customer reviews—on your website and third-party platforms.
Images are also key. Whether it’s your About page or your TikToks, people trust people. Show up as a real human.
E-E-A-T is a Long Game
The AI search landscape is changing fast, but the brands that win will be the ones building long-term credibility and visibility. No gimmicks and unfortunately not always quick fixes, which many business owners who are time poor can be guilty of looking for.
If you’re not sure where to start, that’s what we’re here for. Whether it’s optimising your content, creating an E-E-A-T-driven blog strategy, or helping you get seen in AI results, Bevic Marketing Services can help you and your business. Get in touch for an informal chat, vicky@bevic.co.uk