Check your client's E-E-A-T scores and prove SEO value to SMB clients and prospects

While everyone's talking about ChatGPT and AI taking over search, did you know Google still holds 89.66% of the search market share?

Think about it for yourself. Yes, we're using AI to search, but Google has not been "replaced". In fact, far from it... When it comes to discovering local businesses like need a local plumber, hairdresser or gardener, 75% of consumers still turn to Google when looking for local business information and 20% of Americans use the internet to find local businesses daily and 32% research local businesses multiple times per week through search.



This means if you're selling SEO or websites to local SMB clients, visibility on Google is still business-critical.

The E-E-A-T factors every local business can't ignore

When you mention E-E-A-T to small business owners, you might often see that glazed-over look. To them, it sounds like another piece of marketing jargon or some mystical algorithm factor that's hard to understand or influence.

But as we know, E-E-A-T isn't magic. It's measurable. And it directly impacts whether Google trusts your clients' content enough to show it to potential customers.



Think about it from Google's perspective. With billions of web pages competing for attention, they need reliable ways to determine which content deserves to rank, other than simply looking at keywords. E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) became their quality control system and it's more important now than ever.

Is there a link between E-E-A-T and AI mode?

Ironically, as AI-generated content floods the internet, Google has doubled down on rewarding content that demonstrates genuine human experience and expertise. They're not just looking for keyword optimisation anymore; their algorithm wants proof that real people with real knowledge created the content.

Simply put, Google's AI model looks for 3 key things in content:

• Schema markup
• Shows experience, authority, and trustworthiness (E-E-A-T)
• Answers the user's question clearly and accurately



For your SMB clients, doubling down on E-E-A-T means more opportunity to outrank competitors in both traditional and AI search engines.

How to explain E-E-A-T signals to an SMB client

The problem most agencies face is showing small business owners exactly where they stand. How do you prove that E-E-A-T issues are holding back their rankings? How do you create urgency around something they can't see?

The answer is an audit. When you can show a local gym owner that their content scores 2/5 for "Experience" because they're not showcasing their 15 years in the industry, or demonstrate that a law firm scores poorly on "Authoritativeness" because they haven't mentioned their certifications, suddenly E-E-A-T becomes real.



Lucky for you, Insites just launched a new check that analyses any business's E-E-A-T score and highlights exactly where credibility gaps exist. It turns abstract ranking factors into clear, actionable insights you can share with clients to create urgency, demonstrate value, and position your digital services as the solution. Try it out for free yourself today!

Turning an audit into action

With Insites, sales teams can deliver a clear, tangible E-E-A-T evaluation that makes credibility real for SMB prospects and clients. Use the results to create urgency by showing exactly how they stack up against competitors and build compelling ROI cases for content strategy investments.



Instead of saying, "Your content needs to be more authoritative," reps can walk clients through the audit in a live demo, highlight gaps, make actionable recommendations, and turn low scores into measurable business outcomes.

E-E-A-T in 2025 and beyond

The digital marketing agencies that can make E-E-A-T assessment tangible and actionable will have a significant competitive advantage in 2025 and beyond. Because, as we established earlier, ranking on Google still matters, and E-E-A-T still determines who gets found.

Ready to show your clients exactly how they measure up against Google's E-E-A-T guidelines? Book a free demo with Insites today.