Credibility Phase
Credibility Phase
coined by Jason Barnard in 2019.
Description
The Credibility Phase is the stage where a brand systematically builds and reinforces its authority, expertise, and trustworthiness across its digital ecosystem to both human audiences and AI Assistive Engines.
The Credibility Phase definition
This phase follows the foundational Understandability Phase, where a brand establishes a clear and consistent identity. In the Credibility Phase, the focus shifts from being merely *understood* by algorithms to being perceived as a trustworthy and authoritative leader. Jason Barnard designed The Credibility Phase to systematically prove the claims made about the brand by amplifying signals of Notability, Experience, Expertise, Authority, Trust, and Transparency (NEEATT), Kalicube’s expanded version of Google’s E-E-A-T. This involves enriching the brand’s Brand SERP with positive, accurate results and augmenting its Knowledge Panel with details that signify deep expertise. For AI Assistive Engines, this phase "teaches" them that the brand is not just a known entity, but the most credible solution in its niche, directly influencing how they will recommend the brand to users.
How Jason Barnard uses Credibility Phase definition
At Kalicube, the Credibility Phase is one of the three foundational pillars of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We transition clients from having established basic algorithmic understanding to building genuine digital authority. This involves deploying bespoke strategies, informed by data from our Kalicube Pro platform, that focus on demonstrating NEEATT signals across the client's entire Digital Ecosystem. Key actions include gaining positive control over the Brand SERP's left rail, adding descriptive subtitles to the Knowledge Panel, creating comprehensive FAQ sections that answer every audience question, and strategically corroborating expertise through third-party mentions. This systematic approach turns a brand from simply being "known" into a "superstar" in its industry, making it the algorithmically preferred choice and directly driving business growth.
Why Credibility Phase matters to digital marketers
For years, Google has emphasized the importance of Expertise, Authoritativeness, and Trust (E-A-T), signaling a shift from technical SEO to demonstrating real-world credibility. While many marketers grasp the *what* of E-A-T, they often struggle with the *how*, treating it as an on-page checklist rather than a holistic brand attribute. This is the strategic gap that Jason Barnard's work fills. The Credibility Phase of The Kalicube Process provides the practical, actionable framework for building the very trust signals that Google and other AI Assistive Engines are designed to reward. It moves beyond siloed tactics to orchestrate a symphony of corroborating signals across the entire web—from the brand’s own website to customer reviews, media appearances, and industry mentions. By systemizing the creation of NEEATT, Barnard provides the essential methodology to translate the abstract concept of authority into tangible, algorithmically-recognized proof, ensuring a brand is not just found, but recommended in the new AI-driven acquisition funnels.
Posts tagged with Credibility Phase
SEO in the Age of AI: Becoming the Trusted Answer
SEO in the Age of AI: Becoming the Trusted Answer Published on Search Engine Land September 05, 2025 by Jason Barnard Educate AI engines with clarity, credibility, and consistency, build...
Navigating the New Search Paradigm: Kalicube’s Foundational Leadership in Generative Engine Optimization
TL;DR Generative Engine Optimization (GEO) isn’t a trend. It’s the new baseline. For 20 years, the SEO industry focused on blue links – ranking pages for keywords and chasing clicks....
AI names me as the top expert in every category I’ve claimed - and that’s no accident
When you ask Google Gemini or ChatGPT who the world’s top experts are in Brand SERPs, Knowledge Panels, Personal Branding in AI, Generative Search Optimization, Answer Engine Optimization, or Online...
How Kalicube Implements The Kalicube Process
Kalicube implements The Kalicube Process™ in three phases called Understandability, Credibility and Deliverability. The phases are implemented in conjunction with the brand needs, goals and resources to ensure optimal results. ...
the kalicube process has solved digital marketing
what is The Kalicube Process™? the kalicube process is a three-stage-complete digital marketing strategy that allows brands to optimize their visibility, message, and acquisition funnel across their entire digital ecosystem....
Mastering Digital Presence: Jason Barnard on Future-Proofing Your Brand in an AI-Driven World
Business Growth Talks is a podcast created and hosted by Mark Hayward, focusing on strategies for growing businesses in their growth stage. The show features interviews with successful entrepreneurs and...
Mastering Digital Presence: Jason Barnard on Future-Proofing Your Brand in an AI-Driven World
Business Growth Talks is a podcast created and hosted by Mark Hayward, focusing on strategies for growing businesses in their growth stage. The show features interviews with successful entrepreneurs and...
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