In Episode 80 of The Redirect Podcast, Adrienne Wallace and Jason Dodge explore what Google still values in websites — and why those values are more important than ever in an AI-driven search landscape. With over 5,000 algorithm updates a year, it’s easy to get caught up in the chaos. But as Jason reminds us, one truth remains: trust and reputation are the foundation of search success.
This episode unpacks Google’s E-E-A-T framework (Experience, Expertise, Authoritativeness, and Trustworthiness). It offers a timely reminder: building credibility is a long game, and small businesses have more power than they might think.
What Is E-E-A-T and Why It Still Matters
Google’s search quality evaluator guidelines introduced E-E-A-T as a benchmark for content value:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
“These aren’t buzzwords. They’re the pillars of modern search credibility.”
Google uses this framework — pulled straight from its human rater guidelines — to determine which websites deserve visibility. It’s not just about content volume; it’s about who’s behind it and what they know.
Experience vs. Expertise: What’s the Difference?
Jason breaks it down: expertise can be presented, but experience must be earned. It’s the difference between someone who writes about a topic and someone who’s lived it.
“You’re not going to an ortho surgeon when you need an oral surgeon. Experience matters.”
This distinction is increasingly vital in AI-driven search environments, where surface-level content is easy to generate, but authenticity and proven experience are harder to fake.
How Google Determines Trustworthiness
Google builds a digital reputation score based on brand signals — the breadcrumbs that point to your credibility:
- Verified Google Business profiles
- Consistent NAP (name, address, phone) citations
- Mentions in third-party publications (earned media)
- Social proof and user-generated content
- Subject matter alignment
“You’re not just building trust with Google — you’re helping Google build trust with its users.”
For brands, this means taking ownership of how you’re referenced and represented across the web.
Small Business Advantage in a Big Brand World
While large brands may dominate on budget and reach, small businesses often win in authenticity and intimacy.
“You’re a hospitality brand with an SEO problem.”
Smaller organizations have the agility to:
- Highlight real people and faces behind the work
- Gather meaningful reviews and testimonials
- Participate in community conversations
And because large organizations move slowly, smaller brands can seize opportunities to show up in the right places, especially local search and niche forums.
How to Future-Proof Your Content
Forget chasing the algorithm. Focus on earning trust consistently:
- Put real names and faces behind content — showcase your people and their credentials.
- Update your website regularly — no more brochure sites. Add value.
- Own your niche — be clear about what you do (and don’t do).
- Join the right conversations — engage in community spaces where your audience gathers.
- Avoid content overload — quality beats quantity, every time.
“More isn’t better. Better is better.”
Take the Visibility Challenge
Jason and Adrienne end this episode with a practical exercise:
Audit your top 3 content pages (excluding your homepage and careers page).
Ask yourself:
- Are we clearly demonstrating experience?
- Is our expertise obvious to a new visitor?
- Are we showing authority in our space?
If the answer is shaky, it’s time to adjust. Focus on communicating who you are, what you do best, and why someone should trust you.
Final Thoughts
Even as search evolves, some things never change. Credibility, clarity, and consistency still win.
“Trust is the long game — and the algorithm will always change.”
Whether you’re a solo operator or leading a national brand, take time to reflect on how your experience, expertise, and authority show up online. Because Google’s watching and so is your next customer.
Want to talk more about building trust in the AI age? Reach out to jason@blacktruckmedia.com.
