Hello Reader,

👉 Quick reminder: Registration for my first-ever Google Business Profile workshop is now open!​

If you’ve joined me for a workshop or a strategy session recently, there's a very good possibility that you've heard me talk about the shift in recent years from E-A-T (Expertise, Authority, Trust) to E-E-A-T, which adds that crucial first E for Experience. Google and other search engines (including some LLMs) use this to evaluate both our websites and the content we put out into the world.

I often just call this “cred.” Because that's what it is, right? You don't have a lot of credibility if you don't have any firsthand knowledge. It's just common sense.

Essentially, search engines want to see that you’ve actually done the thing you’re writing about—not just summarized what others are saying.

For reviewers, it’s simple: Did you get hands-on with the product? For a tutorial, did you actually perform the steps? But for experts and consultants like us, it’s a bit more nuanced.

What we’re tasked with now is something I’ve advocated for years: demonstrating the "why" behind our thinking.

To stand out in a sea of generic, bot-generated advice, we have to show our work. This means:

• Referencing specific projects and real-world outcomes.
• Using the actual language and challenges our clients face.
• Linking to the certifications and endorsements that back us up.
• And, of course, making sure our content is tied to a clear, experience-driven bio.​

I, for one, am breathing a massive sigh of relief at this continued shift I believe we’re finally seeing the demotion of that mediocre content that exists solely to rank in Google or be cited by an LLM. In its place, the algorithm is favoring those of us with genuine, firsthand experience. Will it be bumpy and a bit chaotic along the way? Sure! But in the end, it feels like a positive shift.

Content should not exist exclusively for the use of the search engine.

(Or for AI. Or for any other machine. We're talking to real people!)

The search engine is the tool, not the audience.

I am personally tired of seeing loads of the same generic content that contributes absolutely nothing to the body of work on a subject—and I know I'm not alone.

If you’ve been thinking about getting back to writing and publishing on your own site as a way to step off the social media hamster wheel, this is your sign. In 2026, your unique experience is your greatest competitive advantage.

Talk soon,

Sarah

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