AISO and E-E-A-T – how to gain authority in the eyes of AI?

Despite their differences, AISO and SEO also have something in common, and that commonality is the need to build trust in a website, whether in the eyes of Google or AI. So what is EEAT?

E – Experience – The first letter E refers to the content author’s experience in a given industry. Show elements on the website that will confirm this. Detailed profiles of your company’s authors and employees will be helpful, so make sure you have an About Us/About the Company subpage, and publish information about completed projects and your portfolio.

E – Expertise – Make sure you project an image of expertise in your niche. Does your company participate in conferences and industry events? Report on such events on your website. Share the results of your research or reports, if you conduct any. Anything that strengthens your image as an expert in a given industry and highlights your skills will be a plus in the eyes of AI.

A – Authoritativeness – You can demonstrate your authority, for example, by displaying awards and certificates granted to your company on your website – if you have any, be sure to show them off! It is also worth ensuring that you obtain inbound links to your website from trusted sources.

T – Trustworthiness – for AI to consider your website trustworthy, be sure to take care of security elements and have a valid SSL certificate. Also, include your company’s exact details and address in the footer, and when writing content, try to refer to reliable sources.

Source: fatjoe.com

In an era where the internet is flooded with AI-generated content, valuable content is worth its weight in gold. One way to demonstrate expertise is to show the author transparently. Any signatures, such as “the editorial team” or “the XYZ team,” or creating fake personas with stock images, will not pass the trust test.

So what should you keep in mind? Show that your texts are primarily human, written by experienced industry experts. Create not only a profile with the author’s signature, but also a dedicated profile on a separate subpage. Add information about the employee’s experience, education, and areas of expertise, and you can also link to their LinkedIn profile.

A credible author = greater trust in the eyes of AI.

To build topical authority, i.e., your website’s authority in a given field, you will need a comprehensive and well-thought-out content plan. It should include both more general texts and detailed, insightful, expert texts on more niche topics related to your industry.

By including so-called long-tail phrases, i.e., very precise queries consisting of several words, you will cover the entire area of knowledge within your main domain. Such content should be linked internally to more general topics to create thematic clusters.

A well-thought-out content strategy is the key to building the expertise and credibility of your website, and niche topics may be more likely to be cited by AI. Need help with this? Contact us!

AI obtains information about you and your services from websites it finds on the internet. The more often your company is mentioned on high-authority websites, the better it will be perceived as a potential source for its responses.

What does this mean for you? Include the process of building online mentions in your marketing strategy. You can do this by purchasing paid publications or through outreach – contact industry portals, for example, and see if you can arrange cooperation on an article and get a mention with a link to your website. Also, remember to participate in industry events and conferences, as well as to create expert content. If your article brings something new to the table, there is a good chance that others will naturally cite you as a source and build mentions.

AI has become a rapidly growing channel through which brands can connect with potential customers. More and more users are asking ChatGPT not only for tips on how to do something, but also for advice in the context of purchasing both products and services.

As with Google, credibility and trust in AI will also affect your visibility. Sources deemed trustworthy by AI will appear more often in responses and mentions – they may thus win out over, for example, newer content from sites that the AI model deems less reliable. Keep our tips in mind and try to implement them as soon as possible!