Did you E-E-A-T?

Plus - an email coach to close deals

December 10, 2025

McDonalds
Agency: Cossette Chicago, 2015

🍰 Cake burger, yes please.
❤️ Copy that connects
🍔 Using the product as a visual, top notch

E-E-A-T

Expertise-Authoritativeness-Trustworthiness (EAT) was born in 2014 within Google's Quality Rater Guidelines. Experience was added to the mix to form E-E-A-T in 2022.

Human reviewers assessing the quality of Google’s search results look to this acronym to determine if a web page is relevant to a viewer. Fast forward to 2025 when the days of AI-generated content are running rampant. If your want your real human-centric content to stand out, you better remember to E-E-A-T.

Here are five ways that AI cannot replicate you. Add these strategies to your list when building content in the new year.

  1. You’re a human. You’ve had actual experiences and your brain is full of memories and stories. You’ve felt emotion that an AI is not capable of feeling. Harness that power. Use personal anecdotes, share real photos, input originality in all you do.

  2.  You’re an expert. You can tell AI that they are an expert when developing a prompt, but they haven’t done the work, attended the training, received the certificate, held the degree. Write about what you’ve done. You opened the book, you used the tool, you witnessed the event, you have hands-on experience.

  3.  You know the right sources. AI can pull from anything it finds online and that doesn’t mean it’s credible or accurate. Cite respected and established publications, people, and organizations in your writing.

  4. You talk to real people. AI “talks” to people every day, but you talk to your customers, your clients, your family, your friends. Answer the questions people are asking in real life with your content. Write to someone the way you’d write a letter or a birthday card. Attach to true personal connection.

  5. You think differently. Give any three AI agents a simple prompt and you will get similar answers. Ask three humans the same question and their answers will vary greatly. You are the innovator, you don’t have rules or algorithms to follow. You have a one and only brain. Incorporate you into what you write.

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