As of early 2026, Google and other search engines heavily rely on E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness – to assess the quality of web content, particularly with the increased prevalence of AI-generated results. Current systems include sophisticated AI models that analyse content not just for keywords, but for demonstrable signals of these four qualities.
- Experience: AI now prioritises content created *by* people who have first-hand experience with the topic, not just those who’ve researched it.
- Expertise: Search engines verify the credentials and knowledge of content creators, looking for qualifications and in-depth understanding.
- Authoritativeness: Content is ranked higher if it’s recognised as a leading source of information within its industry, often indicated by backlinks from reputable Australian websites.
- Trustworthiness: Accuracy, transparency, and a secure website (HTTPS) are crucial. Australian Consumer Law compliance is now a significant factor.
In 2026, this is particularly important for Australian businesses. The ACCC is increasingly focused on online accuracy and misleading information, meaning demonstrating trustworthiness isn’t just about search ranking – it’s about legal compliance. Furthermore, AI algorithms now features a stronger understanding of Australian-specific terminology and cultural context, meaning generic content won’t perform as well.
Instead of navigating these complex technical requirements yourself, let ROI.com.au handle your E-E-A-T optimisation and AI search strategy. We can take care of all this for you. Contact our team today to discuss how we can improve your online visibility and drive growth.
