What is E-E-A-T?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, the four credibility signals a source has to show. Google's quality guidelines coined the set, and it now serves as the reference for what makes a generative AI trust a source: named authors with verifiable credentials, first-hand content, external recognition and transparency — dates, sources, contact details.
How does each signal translate into practice?
| SIGNAL | WHAT IT MEANS | IN AN ASSET MANAGER'S PRACTICE |
|---|---|---|
| Experience | First-hand exposure to the subject | Analysis signed by the people who run the fund |
| Expertise | Technical knowledge that can be proven | Visible credentials: CFA, CGA, CNPI, track record |
| Authoritativeness | Recognition from third parties | Press citations, rankings, external links |
| Trustworthiness | Transparency and consistency | Publication and update dates, cited sources, a real About page and real contact details |
Source: Google Search Quality Rater Guidelines; application: ReBo, 2026.
Why does E-E-A-T weigh more on financial topics?
Investing is a YMYL subject ("Your Money or Your Life"): mistakes cost the reader money, so search engines and AI models raise the trust bar for their sources. For an asset manager, E-E-A-T is what separates Level 3 — AI Friendly from Level 4 — AI Reference in the AI Visibility framework: the technical foundation makes the content readable; verifiable authority makes it the preferred source to cite.
Related entries
E-E-A-T is one of the levers of GEO, structured data (Person, Organization) is how you express it in code, and its effect shows up in the citation rate. See how ReBo applies it on the About page.
Frequently asked questions
Does E-E-A-T apply to AI models too, or only to Google?
The concept began in Google's guidelines, but the same signals (a named author, a verifiable credential, dates, cited sources) raise the odds of being cited by AI models, which favor sources with identifiable authorship and transparency.
How does an asset manager demonstrate E-E-A-T in practice?
By signing its analysis with the portfolio manager's name, title and certifications (CFA, CGA, CNPI), publishing both the original and the updated date, citing the sources behind the data, keeping an About page with the founders and their LinkedIn profiles, and using Person and Organization schema.
Is content without a named author less likely to be cited?
Yes. Content that is anonymous, or signed only by "the team", carries fewer trust signals. Named authorship with a credential is one of the most consistent factors in studies of which sources AI models cite on financial topics (YMYL).