Thank you for following the evolution of search. While the industry discusses new trends, the reality is that best practice has not changed. According to my recent research at Info-Tech Research Group, your goal must be to strive to be cited by LLMs and answer engines through verified digital authority. As Search Engine Land reports, Google confirms that good SEO is inherently good for generative search environments.
Building a Human Centered Content Strategy
To follow the EEAT guidelines effectively, organizations must produce thoughtful long form content authored by the actual experts in your company. Content should never be posted as a generic admin or by a content writer. This framework is essential for being cited by LLMs:
- Experience: Show first hand knowledge. LLMs look for evidence that the author has actually executed the strategy or faced the challenge.
- Expertise: Utilize your internal subject matter experts to provide unique insights that generalists cannot replicate.
- Authoritativeness: Build a reputation. Ensure your experts have a digital presence clearly connected back to the company.
- Trustworthiness: Maintain transparency. Tell your company story and your people story on your About Us pages.
Mining Unstructured Data for Intent
You must write for your audience and not just for answer engines. The most valuable insights are hidden in your company's unstructured data. By mining customer emails, recorded calls, website chats, and SMS text messages, you can see real trends in content. These sources reveal the specific questions prospects and customers are asking you every day. Use an FAQ style where appropriate to mirror these natural queries directly.
Insight: Modern Delivery for High Intent
Audience attention spans have reduced, so format your content for easy reading, especially on mobile devices. Do not ignore the power of video content to convey complex expertise quickly. While organic traffic is decreasing, your website visitors are now high intent. Your reporting should pivot to reflect this shift by focusing on conversions over clicks.
Technical Precision with Schema
Integrate schema into your workflow with diligence. Use structured data to help AI understand your context and identify your experts, but be very diligent and do not spam. This technical bridge ensures that the high value insights you have gathered from your internal data are easily digestible for LLMs looking for authoritative answers.
Let's Discuss Your Strategy
I take a significant number of advisory calls with Info-Tech members on this transition. If you would like to schedule a call to discuss how to apply these EEAT principles and mine your data for AI search authority, please reach out.
Sources
- Info-Tech Research Group: Stay Relevant in the Era of AI Powered Search
- Google Search Central: Creating Helpful, Reliable, People First Content
- Search Engine Land: Google on SEO and GEO