In this technologically advanced era, digital marketing is significantly evolving. Initially, it required traditional SEO and E-E-A-T guidelines to get ranked on search engines. However, with the rise of generative AI, search engines have transformed how content is created, delivered, and discovered. Nowadays, content must be ranked on search engines, as well as on generative AI platforms.
For this, you must GEO-optimise your content. This is how E-E-A-T in GEO comes into the scene. This new technology focuses on strategising your content so that it is easily discovered and favoured by AI-powered generative search tools. According to Statista, more than 13 million people used generative AI as their primary tool in 2023.
This blog extensively focuses on E-E-A-T, GEO, the implications of E-E-A-T in GEO, and effective GEO strategies. Understand everything thoroughly to ensure enhanced AI-generative visibility of your content.
What is E-E-A-T?
E-E-A-T is defined as a set of quality guidelines that Google uses to evaluate content quality, especially in Your Money or Your Life (YMYL) categories, such as health, finance, and safety. Google significantly uses E-E-A-T to assess which content is helpful and reliable based on its accuracy and precision.
Do you know? Before, E-E-A-T was E-A-T; however, in 2023, Google added the extra “E” to encourage relevant and helpful content in search results.
Websites with higher E-E-A-T signals tend to rank higher on SERPs because Google prefers trustworthy and authoritative content. E-E-A-T is broken down into these factors:
- Experience: It deals with how much the author or a website has real-world experience and knowledge about the written topic.
- Expertise: It significantly indicates how the author or website has in-depth knowledge and understanding of the subject matter.
- Authoritativeness: It shows the reputation and standing of the information source within the industry or subject area.
- Trustworthiness: It indicates whether the content is credible, honest, reliable, accurate, or safe for the users.
Saying that ranking solely based on E-E-A-T can be fallacious, as it just shows the Page Quality (PQ). However, it remarkably deals with how content is rated by human readers, and nowadays, by different algorithms that mimic human judgment.
What is Generative Engine Optimisation (GEO)?
There was a time when search engine ranking depended upon different SEO Practices; however, with the emergence of Artificial Intelligence, it has significantly evolved. Now, the users don’t just want their content to be highly ranked on search engines but also AI generative platforms, like ChatGPT, Gemini, CoPilot, and DeepSeek.
Do you know? According to SEMrush Trends, Google’s Gemini and ChatGPT have captured 78% of all traffic to AI search models.
The rise of GEO
This gives rise to new-age technology, known as Generative Engine Optimisation (GEO). It refers to practices that aim to ensure that content is discoverable, referenced, and surfaced by AI-powered generative search engines. It significantly differs from traditional SEO, which focuses on ranking in lists of blue links on SERPs.
However, it focuses on getting featured in AI-generated answers, being cited in conversational responses, providing high-quality information, and aligning with different up-to-date AI models. In other words, we can say that GEO doesn’t just optimise content for users but also for human-like machines.
How does E-E-A-T apply in the GEO world?
Unlike SEO, generative search engines heavily rely on large language models (LLMs) that are trained by feeding vast amounts of data, information, and details. These models focus not only on keywords to rank content but also on context, clarity, credibility, and coherence.
Likewise, E-E-A-T guidelines are generally designed to cater to search engine responses; however, in the case of generative AI, their dimensions drastically change. This is how E-E-A-T factors apply in the GEO world:
⭕ Experience
Experience clearly indicates how much experience the author or the website has in the written topic. AI models like Search Generative Experience tend to prioritise unique, fresh, and first-hand perspectives. It is prevalent in areas where the lived experience of the author adds value to the content.
These areas are travel, product reviews, and mental health stories. This is how you can add experience to your content:
- By adding personal anecdotes or case studies.
- By showing photos, videos, or screenshots of your experience.
- By writing content in first-person narratives.
⭕ Expertise
Expertise is how much depth and accurate explanation of the subject matter the content contains. Generative search engines prefer content that shows accuracy, precision, and validity by ignoring superficial, irrelevant, and repetitive content.
So, in order to demonstrate expertise, employ professional experts to create high-quality content, cite credible data and information sources, and research deeper than a surface-level overview.
⭕ Authoritativeness
This shows the ranking or rating of the data source. AI generative tools, when asked to provide a response, aim to reflect consensus and amplify trusted voices in each niche. This means that only those sources that have an already existing presence on search engines are more likely to be mentioned or cited.
Moreover, this can be optimised by earning backlinks from reputable domains, getting mentioned in different industry publications, and engaging in thought leadership via podcasts, guest posts, or speaking events.
⭕ Trustworthiness
Trustworthiness is how much the content is honest, reliable, and credible. AI search engines highly favour content that can be trusted both by human readers and machines. It is strongly cautious about misleading or unsafe information and doesn’t cite it in responses. According to studies, 60% of users might increase their Generative AI usage if they were more secure.
So, if you want your content to be visible in AI search engines, you can ensure that it is correct and accurate and avoid exaggerated claims. Moreover, use HTTPS for secure website practices and provide clear privacy policies, contact information, and editorial standards.
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Book a ConsultationHow does E-E-A-T enhance AI generative visibility?
Here is how E-E-A-T significantly enhances AI generative viability:
| E-E-A-T Factors | Impact on GEO |
|---|---|
| Experience | It shows the lived experiences and uniqueness of the content to AI models. |
| Expertise | It signals the depth of the subject matter and increases the likelihood of being cited in AI responses. |
| Authority | It ensures that your website is selected as a reliable and authentic source by LLMs. |
| Trust | It ensures credibility by reducing the chances of getting removed or filtered out over safety and compliance concerns. |
6 Effective GEO strategies for demonstrating E-E-A-T
Here are the top six GEO strategies that you must implement to demonstrate E-E-A-T guidelines efficiently:
1. Establish expertise and experience
The first strategy is to establish expertise and experience in your content. This can be done by displaying author bios with clear qualifications, certifications, and experiences. Also, include case studies, whitepapers, and real-world examples that in any way demonstrate the hands-on experience in the topic. Moreover, use schema markup so AI models can efficiently identify your content.
However, you can validate your practical experience by showcasing testimonials, peer reviews, and success stories. Do you know? Over half of tech and business companies hope Generation AI will lead to a 35% cost reduction.
2. Build authoritativeness
The next strategy is to build authoritativeness with backlinks. This can be done by collaborating with reputable industry leaders by conducting joint research, interviews, or guest posts. Also, ensure that you publish original and well-researched data-driven insights that not only attract different online platforms but are also generative AI tools.
Whether you use any book, research paper, journal, report, magazine, or news site to get relevant information, make sure to cite it in your content in APA, MLA, Harvard, and Chicago styles, as it also shows authoritativeness.
3. Enhance trustworthiness
The next important point is to enhance content trustworthiness with accuracy and transparency. Wherever you’re citing any data source with hyperlinks, ensure that they are accessible, reputable, and helpful. Avoid adding claims to your content that can’t be supported by any valid source.
Moreover, whenever applicable, disclose conflicts of interest, sponsorships, and biases. Also, audit the published information and make sure that it is relevant to both users and AI models.
4. Structure content for AI responses
As you know, AI search engines prioritise well-structured and high-quality content, so ensure to formulate content accordingly. Efficiently use FAQ sections, Q&A formats, and conversational headers so they align with natural language queries. Also, divide your content into scannable sections, such as bullet points, tables, and short paragraphs.
To cover topic depth, target long-tail keywords and semantic variations. Moreover, you can also add images, videos, and screenshots with alt texts, captions, and transcripts.
5. Strengthen online reputation
The next strategy is to strengthen the online reputation using social media platforms. You must encourage readers to review unbiasedly on platforms like Google Business Profile or other related sites. Applaud the positive feedback, and in case of negative reviews, address it publicly to demonstrate accountability.
Moreover, engage yourself on forums like LinkedIn and Reddit to make yourself familiar with trends. Along with enhancing accountability, it will help to build authority and visibility.
6. Monitor the performance
The last GEP strategy is to track your content performance regularly. For that, use tools like Originality.ai or GPTZero to check whether AI outputs cite or mention your content. Thoroughly analyse user intent by using tools like AnswerThePublic or SEMrush to identify trends and emerging queries. This will significantly help you align your content with user needs.
Moreover, adapt and adjust your strategies continuously based on which content gains traction in generative responses.
Be future-proof with AI development services!
After reviewing this blog, you get to understand that the digital landscape is inevitably evolving with AI technology. Now, to get ranked higher on SERPs and AI generative platforms, you must effectively incorporate GEO and E-E-A-T in such a way that your content gets referenced, rephrased, and recommended by AI. However, if you’re unable to do so, you must consult professional AI development services for enhanced results. Tackle your traditional SEO challenges and enhance your AI generative visibility significantly.
