Digital marketing has undergone a seismic shift with the rise of generative AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews. For UK businesses, understanding how to build Experience, Expertise, Authoritativeness, and Trustworthiness (EEAT) signals has become crucial for maintaining visibility in this new search environment.
Why EEAT matters more than ever
Google’s AI Overviews now trigger for over 13% of search queries, more than doubling from just 6.49% in January 2025. This shift represents a fundamental change in how users discover and consume information online. While traditional SEO once focused on ranking amongst the “ten blue links,” modern search increasingly presents AI-generated summaries that cite only a handful of authoritative sources.
The stakes couldn’t be higher. Businesses that fail to establish strong EEAT signals risk being excluded from AI-generated responses entirely. However, those that successfully build authority are seeing remarkable results. Adobe research shows that AI referrals are rapidly closing the gap with traditional channels in conversion rates and revenue per visit, with AI visits reaching parity with traditional visits in revenue per visit by December 2024.
How AI systems interpret authority
Large language models evaluate authority differently from traditional search engines. They analyse multiple factors simultaneously:
Content structure and schema markup
AI systems prefer clearly structured content with proper schema markup, particularly FAQ and How-to schemas. Research shows that FAQ rich results have an average click-through rate of 87%, demonstrating their effectiveness in structured search environments where AI can easily parse question-and-answer relationships.
Cross-platform consistency
Unlike traditional SEO, which primarily focused on your website, AI evaluates your entire digital ecosystem. This includes social media profiles, forum contributions, review platforms, and third-party mentions across the web.
Attribution and citations
AI systems heavily weight properly attributed content with clear authorship, publication dates, and expert credentials. They recognise quality through consistency in structure, tone, and language patterns.
Proven strategies for building EEAT
1. Leverage original research and data
Original surveys and proprietary data significantly outperform repackaged insights. Research shows that marketers who utilise AI experience an average 70% increase in ROI, with original content consistently outperforming repackaged information. This approach not only builds authority but also provides valuable content for PR and outreach efforts.
2. Optimise content structure for AI scraping
Format your content to make it easily digestible for AI systems:
- Use clear H2 headings and numbered lists
- Include short-form answers and summary sections
- Add “TL;DR” summaries at the beginning or end of longer pieces
- Implement proper schema markup, particularly for FAQs and structured data
3. Establish clear author attribution
Anonymous bylines or generic “by admin” credits severely limit EEAT potential. Instead:
- Feature named authors with relevant credentials
- Link to author bios and published work
- Include institutional affiliations where applicable
- Display author information visually on the page, not just in metadata
- Regularly update author credentials and achievements
4. Build authentic community presence
Platforms like Reddit, Quora, and Stack Exchange serve as key citation sources across industries. However, success requires genuine engagement rather than promotional content. Contribute valuable insights, answer questions authentically, and only include website links when they directly add value to the conversation.
5. Create interactive tools and resources
Interactive tools receive significantly more citations than traditional guides. Consider developing:
- Calculators relevant to your industry
- Interactive quizzes or assessments
- Comparison tools
- Goal trackers or planning resources
Ensure these tools provide meaningful output and context, such as industry averages for comparison or downloadable results.
6. Develop video assets with rich metadata
Video content frequently appears in AI citations, with studies showing that YouTube is amongst the most cited domains by AI platforms, particularly when featuring:
- On-screen expert names and credentials
- Dates and timestamps
- Charts with clear labels and overlays
- Comprehensive transcripts
This structured approach helps AI systems extract and attribute information accurately.
Avoiding common EEAT pitfalls
Generic author bios
Treat author attribution as a strategic opportunity, not a checkbox exercise. Detailed bios with roles, credentials, and third-party references significantly impact authority signals.
Ignoring off-site conversations
Forums, reviews, and Q&A threads influence authority models. Participating authentically in relevant communities creates both direct and indirect citation opportunities.
Poor content structure
Copycat content rarely earns citations. Stand out with new research, unique perspectives, and well-structured markup that clearly signals your page’s purpose and authority.
The future-proof approach
There’s more to EEAT than just gaming AI algorithms; it’s about building genuine expertise and authority that serves your audience. As AI systems become more sophisticated, they’ll likely better distinguish between authentic authority and manufactured signals.
The most successful approach combines technical optimisation with genuine expertise. Focus on creating valuable, well-attributed content whilst ensuring it’s structured for easy AI consumption. Build relationships across platforms authentically, and consistently demonstrate your expertise through original insights and helpful contributions.
Taking action
Start by auditing your current EEAT signals across all platforms. Identify gaps in schema markup, author attribution, and off-site presence. Develop a content strategy that emphasises original research and unique perspectives, structured for both human readers and AI systems.
Remember, building authority is a long-term investment. The businesses that begin optimising for EEAT now will be best positioned as generative search continues to evolve and dominate the digital landscape.