As AI-powered search tools transform how customers find information, businesses must rethink their content strategy to stay visible in an era of instant, AI-generated answers
CREDIT: This is an edited version of an article that originally appeared in All Business
The way people search online has shifted dramatically. Not long ago, customers looking for a product or service would type a query into Google and scroll through a list of blue links, clicking through to websites to find what they needed. That era is rapidly fading.
Today, Google’s AI-powered overviews and tools like Perplexity are changing the game. These next-generation “knowledge engines” don’t just show users a list of links – they serve up direct answers in neatly packaged, AI-generated summaries. For users, it’s fast and efficient. But for businesses? It’s a wake-up call.
From Search Engine to Answer Engine
Unlike traditional search engines, which reward websites for strong SEO and relevant keywords, knowledge engines go a step further. They take your customers’ queries, search across reliable sources and synthesise the most trustworthy, relevant information into a few short paragraphs.
That means your customers might get their questions answered without ever visiting your website. So, the big question is: how do you ensure your business is featured in those AI-generated answers?
E-E-A-T: The New Standard for Being Found
What matters now is E-E-A-T, Google’s framework for evaluating content based on Experience, Expertise, Authoritativeness and Trustworthiness. This is how Google and other AI-driven platforms decide what content is credible enough to include in their answers. It’s not just about ranking anymore – it’s about being referenced and trusted by AI.
Here’s how Google breaks it down:
Experience: Has the content creator used the product or service?
Expertise: Is the content accurate, insightful and written by someone with deep knowledge?
Authoritativeness: Is the creator (or brand) recognised as a reliable source in their field?
Trust: Is the website secure, well-maintained and known for delivering honest information?
How Businesses Can Improve E-E-A-T to Stay Visible
If your customers are searching online for products, services, or advice in your space, your business must adapt to stay visible in AI-generated results. Here’s how:
Create First-Hand, Insightful Content
Share practical, original insights that reflect your experience in your industry. Think case studies, customer stories, expert tips, or how-to guides tailored to your products and audience.
Use Skilled, Human Writers and Showcase Them
Ensure content is written by professionals who understand your industry. Add author bios that highlight their qualifications, experience, or position within your company.
Publish Accurate, Up-to-Date and Unique Content
Don’t just rehash what’s already online. Offer a fresh take, new data, or unique analysis that sets your business apart.
Host Your Content on a Secure, Reliable Website
Google and other engines evaluate your platform, not just your content. Use HTTPS, secure servers and update plugins or systems regularly to maintain trust signals.
Regularly Audit and Refresh Your Content
Outdated or low-quality content can hurt your credibility. Schedule regular reviews to update old information, remove irrelevant pages and ensure all content aligns with E-E-A-T standards.
With fewer users clicking through to websites, your business can’t rely solely on SEO-driven traffic anymore. Instead, your goal should be to become the source that AI tools trust, reference and highlight. Adopting an E-E-A-T approach helps you remain visible – even when customers no longer scroll through page one of Google.
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