When we first wrote about E-E-A-T in 2024, generative AI was already beginning to change how businesses approached content creation.
Two years later, creating a polished-looking article takes minutes. Anyone can ask an AI tool to produce 1,500 words on almost any subject, complete with headings, FAQs and a carefully written conclusion.
The problem is that much of this content says exactly the same thing.
It may be grammatically correct and professionally structured, but it often lacks anything genuinely useful, original or grounded in real experience. It simply repackages information that already exists elsewhere.
This does not mean search engines like Google automatically penalise content because AI was involved. Google has repeatedly made it clear that the method used to produce content is not the main issue.
The more important questions are:
- Was the content created to genuinely help the reader?
- Does it provide accurate and trustworthy information?
- Does it contribute anything beyond what is already available on Google?
- Is there evidence that the business or person behind it understands the subject?
- Would someone leave the page feeling more informed or confident?
This is where E-E-A-T continues to matter.
For smaller businesses, it also creates a significant opportunity. You may not have the publishing budget of a huge brand, but you possess something many generic content teams do not: direct access to the people doing the work.
In a hurry? Here’s the 30-Second Summary (TL;DR)
- The AI Paradox: AI has made it effortless to publish 1,500-word articles, but most of it is generic, unoriginal fluff that search engines and answer engines (like ChatGPT and Perplexity) easily ignore.
- Your Small Business Advantage: You have daily access to real, hands-on experience—customer questions, job-site photos, local context, and lessons from real mistakes. AI cannot fake this.
- Proof Over Claims: Simply saying "we have 10 years of experience" isn't enough. You need concrete proof: project details, specific numbers, photos, and clear author/business details.
- How to Use AI Safely: Use AI to transcribe voice notes, clean up drafts, and organise your ideas—never to invent stories, fake customer quotes, or manufacture expertise.
- Quality Over Word Count: A focused 700-word guide packed with genuine insights beats a bloated 2,500-word AI essay every single time.