Artificial Intelligence Is Changing the Rules of Search

Artificial intelligence is radically changing the rules of the search game. Algorithms are increasingly not just helping users search for information, but doing the job for them: finding answers, analyzing options, and delivering ready-made recommendations. In this new environment, E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) has evolved from a Google guideline into a core requirement for having your brand recommended by AI. What Is E-E-A-T in 2025? In 2025, E-E-A-T is no longer just a recommended content framework — it’s the cornerstone of visibility in AI-driven search. Although Google has never declared E-E-A-T a direct ranking factor, in practice, these characteristics define whether a piece of content is trustworthy — and worth showing to users. Today, this model is being adopted by all generative AI systems: ChatGPT, Perplexity, Gemini, and others. Let’s break down what each component of E-E-A-T means in the current context: Experience Key question: Has the author or brand actually worked with the topic they’re discussing? In 2025, it's not enough to rewrite instructions or summarize theory. Users (and AI) expect to see evidence of real-world experience. This could be: Concrete examples: “I’ve worked with fintech clients for over 7 years...” Photos, videos, or case studies from your own practice Customer testimonials that prove real-life results Firsthand content, not paraphrased guides Imagine the same article written by a generic copywriter or by someone with 10+ years in the field. AI is trained to identify the latter — and ignore the former. Expertise Key question: How professional, in-depth, and accurate is the explanation? Expertise is not just “knowing stuff” — it’s being able to explain complex ideas clearly without oversimplifying. Important signals here include: References to scientific or industry sources Detailed, non-generic explanations Original insights that show deep understanding Authors with verifiable qualifications — diplomas, certifications, experience For example, a lawyer providing commentary on new legislation demonstrates expertise. A bot that rephrased someone else’s article does not. Authoritativeness Key question: Is the author or brand recognized as a leader by their industry? This is no longer just about what you say, but what others say about you. Authority comes from external signals: Mentions in media, industry platforms, or directories Partnerships with known companies or associations Backlinks from authoritative websites Positive reviews, awards, conference appearances Put simply: if you’re being quoted, interviewed, or referenced — you’re an authority. And in 2025, that matters more than any meta tag. Trustworthiness Key question: Can users trust your content, your site, and your brand? Trustworthiness is the feeling of safety and transparency you create in every user interaction: Clear contact information and “About Us” pages Privacy policies, terms of use, transparent pricing No clickbait, exaggerations, or false claims Active customer support and review handling A secure website (HTTPS), good UX/UI AI systems are highly sensitive to manipulation or fakery. In 2025, trust is the new currency of search. SEO Strategies Built on Knowledge No Longer Work With the rise of Generative Engine Optimization (GEO), knowledge is no longer a currency. The new goal is to be the recommended solution that AI offers after it finishes the knowledge search. Here’s how the new user behavior flow looks: The user has a problem. AI performs the knowledge search. AI summarizes the findings. AI recommends specific solutions: a product, service, or task. At this point, simply ranking on Google means nothing — unless you are one of the brands that AI trusts enough to recommend. How AI Evaluates E-E-A-T AI doesn’t just “read” your website. It scans dozens of sources in seconds. Platforms like ChatGPT, Gemini, and Perplexity rely on: Internal training data Real-time web results User feedback Public mentions, reviews, citations Open sources like Wikipedia, news, business listings A typical brand audit might include: Does the brand show up on Google Trends? Does it have a Knowledge Panel? What does ChatGPT return when asked “What is [brand]”? Is the company mentioned in news outlets, Wikipedia, or industry platforms? Are there public records of history, achievements, team bios? How to Diagnose E-E-A-T Problems Start with these basic checks: Look up your brand on Google Trends, SERPs, and ChatGPT Audit trust signals: contact info, transparency, legal pages Missing author bios = huge red flag Weak external reputation: no reviews, no PR, no partnerships No proof of real experience: no case studies, examples, data What Really Works Today? E-E-A-T isn’t SEO — it’s trust-based marketing. And it’s almost impossible to fake. What makes a real difference: Author profiles with bios and credentials Case studies, awards, and media coverage Guest posts, interviews, podcast appearances What others say about you Transparent “About,” “Our Team,” and “Company Story” pages In other words: don’t just say you’re an expert — prove it. A Simple Diagnostic Formula: Past + Present = E-E-A-T Past = everything you’ve already done (published work, experience, results) Present = your current marketing activity (content, media, ads, thought leadership) Conclusion Most traditional SEO strategies — keyword density, publishing velocity, content volume — are becoming obsolete. They’re being replaced by content with credibility, personality, reputation, and brand identity. That’s why in 2025: SEO = PR + Content + Brand Content must serve both people and AI. E-E-A-T is no longer a suggestion. It’s the only viable approach in a world where AI decides whom to trust — and whom to recommend. This article available in Ukrainian.