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E-E-A-T: Trust is the New Algorithm
Trust is the new algorithm, and the code is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).
What the heck are we talking about now... things are moving fast! If you want AI (that now includes browsers like that recently released ChatGPT) to cite you, you need to meet Google’s demanding criteria. And it is demanding ... of your time, resources and general budgets.
For Australian SMBs in 2026,
Trust is the new algorithm, and the code is
E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). This framework is now the primary filter for AI-driven results. Websites are going from a destination to a datasource competing for visibility.
Playing the AI visibility game
Here’s how to pivot your content team to win the E-E-A-T game. This information is relevant regardless of the size of your business (as long as you care about showing up online).
Embrace the ‘Experience’
Embrace the ‘Experience’ The 'E' prioritises content based on first-hand knowledge.
Stop publishing recycled articles. Instead, showcase real-world results through detailed case studies (like the how your business helped a client achieve excellent results via your systems, expertise or strategy). Be specific!
Unleash the Subject-Matter Experts
Your marketers should pivot from creation to facilitation.
Have your internal consultants, researchers, or certified professionals publish under their own names.
This builds 'expertise credibility' faster than a generic corporate blog can. Which let's be honest you know no one is ready. People are attracted to people and are looking for authenticity.
Get Technical with Trust
This is where it gets technical. You need to validate your E-E-A-T with structured data.
Implement Person or Author schema to formally link your SME’s identity to the content.
Use Review and Aggregate Rating schema on key pages to prove your trustworthiness to the AI systems
If I could recommend on key action item (particularly for medium sized business) it's to move content creation authority from your marketing team to your internal experts (with the marketing team's help) to create authentic. original content based on real experts.
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