E-E-A-T and AI-Generated Results

What is Experience and Why is it Important?

Experience refers to the personal, real experience that the content creator has and presents. A typical example of this is the review. This represents a real experience of a consumer, presented in writing most of the time, after using a product or service, sharing their personal experience and knowledge. User-generated content (UGC) tends to rank highly and attract attention because it is real, offers trust, and can take various forms: reviews, unboxing, stories, TikTok trends, DIY tutorials, etc.

Experience is an important factor because search engines prioritize content based on it. Users resonate much better and relate to content that presents personal experiences, thus reducing distrust and misinformation.

What is Expertise and How Does it Differ From Experience?

Expertise refers to the content creator’s knowledge, their ability to understand the subject, and how it is presented. The content must be well-structured, coherent, detailed, and include credible references. Additionally, the creator gains more legitimacy and provides increased trust to users by presenting diplomas and/or certifications, academic achievements, using appropriate and/or technical language adapted to the audience, and explaining complex ideas in easily understandable ways.

Expertise and experience may appear similar at first glance because essentially, we can say that both are made up of opinions and viewpoints, but the difference between them is significant and is determined by the types of information provided and the source. While one “E” gives you information about the beautiful beach in Tuzla after visiting it, the other “E” provides you with a list of medical reasons supporting the use of sunscreen at the beach. Experience is formed because of personal events and activities (you have been there, you have seen this, you have tried this product, etc.), while expertise is acquired through specialized training, academic studies, courses, or years of work in a specific field.

What Does Authority Mean?

This refers to your website’s reputation as a credible source within the industry, as well as the author’s reputation. Brand authority can be enhanced by publishing high-quality content, obtaining mentions in other sources, through quality backlinks (appearances on other sites that have authority and trust in their domain), participating in various events, webinars, and conferences. Additionally, showcasing reviews and testimonials validates the brand’s authority.

How to Build Trustworthiness?

Trustworthiness is the most important component of the E-E-A-T set, as all the other components shape it. To have trustworthy content, you need content that demonstrates experience, expertise, and authority. Additionally, trust also comes from the way the website is presented, its level of security, transparency, clear contact information, and the services offered to customers.

E-E-A-T and Zero-Click Era

Zero-click searches are those that generate direct answers on the search engine page, eliminating the need to access other links for obtaining information. With the development of artificial intelligence, trust in clear, authentic, and well-structured information has also grown.

Now, AI Overviews or other types of zero-click SERP favor clear information with expertise and authority in the field, thus forcing content creators to constantly improve their content, relying on research and real experiences. All these AI-driven results no longer present a list of blue links as answers that users need to click on to find the desired information, but instead synthesize direct, clear responses, and these results are based on authority generated by E-E-A-T, not just on high-quality SEO.

How You Can Increase Your Visibility in AI Generated Searches

Based on the E-E-A-T guidelines, you can gain visibility for your website by:

• Adding clear information about authors: dedicated sections “About”, mini-biographies, qualifications.
• Optimizing your “About Us” and “Contact” pages.
• Articles that include scientific, technical, and/or academic data (specific to the industry) and are well-structured (listed), with clear and easily readable and scannable information.
• Using reliable and up-to-date sources: citing official sources.
• Constant updates, as AI tools provide users with the latest information found.
• Publishing user-generated content: personal opinions, reviews, feedback.
• Strengthening the authority of the website.
• Compliance with the Core Web Vitals set of metrics.

In 2025, building trust is no longer optional but essential, and applying the E-E-A-T principles, adapted to the new AI realities, reinforces your reputation where it matters the most, in front of users. Thus, applying these principles is no longer just a good SEO practice, but an investment in credibility.