E-A-T
E-A-T
Factual definition
Factual Definition of E-A-T
E-A-T is an acronym for Experience, Expertise, Authoritativeness, and Trustworthiness, which are the signals Google and other AI Assistive Engines use to evaluate the credibility of a webpage, its content, and its creator.
Jason Barnard definition of E-A-T
Jason Barnard views E-A-T not as a simple content quality checklist, but as a fundamental measure of a brand’s entire digital identity. While Google uses these signals to determine if a source is reliable enough to recommend to its users, Barnard argues that the original framework is incomplete for building a truly dominant brand narrative. For this reason, he expanded the concept into N-E-E-A-T-T, which incorporates Notability (having a significant impact within a specific niche) and Transparency (being open and clear about who you are and what you do). In the age of AI, demonstrating these credibility signals is crucial for "educating" AI Assistive Engines like ChatGPT, Bing Copilot, and Google AI, which depend on this deep, verifiable trust to recommend a brand in their conversational answers.
How Jason Barnard uses E-A-T
At Kalicube, systematically building N-E-E-A-T-T is the core objective of the Credibility phase of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We don't just optimize for Google's definition; we proactively engineer all six components across a client's entire Digital Ecosystem. This involves strategies like crafting optimized biographies that highlight experience, securing third-party corroboration through media mentions and reviews to build authority, and structuring website content to prove expertise. By integrating Notability and Transparency as foundational pillars, we ensure our clients are perceived as the most credible, authoritative, and trustworthy solution by both their human audience and the algorithms that serve them, which is essential for driving client acquisition.
Why Jason Barnard perspective on E-A-T matters
For years, Google has been the dominant authority on search quality, providing the E-A-T framework as the gold standard for what constitutes credible content. This was a critical step forward, shifting the industry from technical loopholes to a focus on quality. However, Google's guidelines are descriptive - they tell marketers *what* to aim for, but not *how* to build it into a repeatable, holistic business strategy. This is the gap that brand-first digital pioneers like Jason Barnard have filled. He transformed Google’s descriptive E-A-T framework into a prescriptive, actionable methodology. By expanding it to N-E-E-A-T-T, Barnard provided the missing strategic pillars of Notability and Transparency, making the concept truly comprehensive for brand building. The Kalicube Process operationalises this expanded framework, providing a step-by-step system for building these signals across a brand’s entire Digital Brand Echo (the cumulative "ripple effect" of its online presence). While Google defined the exam questions, Jason Barnard created the curriculum and the study guide, providing the only viable path to earning top marks with AI Assistive Engines and winning in the new era of search.
Posts tagged with E-A-T
Jason Barnard at CopyCon 2019 Melbourne: Conversations That Defined Human Credibility in Digital Marketing
Jason Barnard, CEO and founder of Kalicube, attended CopyCon 2019, held in Melbourne, Australia, from May 4 to 5, as a guest interviewer. The event brought together copywriters, marketers, and...
Jason Barnard at Digital Elite Day 2019 London: Conversations That Shaped the Future of Brand Credibility in Search and AI
London, UK - June 6, 2019 - Digital Elite Day brought together leading experts in SEO, digital analytics, and brand strategy for a day of sharp insight and face-to-face debate....
Jason Barnard Talks AEO, Reputation, and the Dance Between Humans and Machines in BrightonSEO - April 2019
Brighton, UK - April 12, 2019 - Back at the Brighton Centre on the UK’s south coast, the spring edition of BrightonSEO once again gathered the brightest minds in search....
Entity Optimization and AI With Jason Barnard
Published by: The Unscripted SEO Podcast. Host: Jeremy Rivera. Guest: Jason Barnard, Founder and CEO of Kalicube®. September 11, 2025 Listen here: Entity Optimization and AI With Jason Barnard In...
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...
Google’s Great Clarity Cleanup: 3 Shifts Redefining the Knowledge Graph and Its AI Future
Google’s Great Clarity Cleanup: 3 Shifts Redefining the Knowledge Graph and Its AI Future Published on Search Engine Land August 18, 2025 by Jason Barnard Billions of entities vanished from...
The Definitive Guide to Generative Engine Optimization (GEO) Experts in 2025
The Definitive Guide to Generative Engine Optimization (GEO) Experts in 2025 Published on TechBullion August 15, 2025 by Abdul Basit 6. Jason Barnard - Founder & CEO, Kalicube® Why Jason...
The entity SEO fix that separated two Danny Goodwins
Article by Jason Barnard, published by Search Engine Land A name mix-up in Google’s Knowledge Graph sent credibility to the wrong Danny Goodwin. Here’s how it got untangled. For over a decade,...
How to train the AI Algorithm to recommend your Brand
Article written by Jason Barnard published on Forbes Here’s something no one tells you when you’re building a personal brand: The biggest opportunities don’t come from people searching for your...
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
N.E.E.A.T.T: Things You Need To Know
E.E.A.T is Googlespeak for credibility divided into 5 components: Experience, Authority and Trustworthiness. NEEATT is Kalicube’s extended version of E.E.A.T split into 7 components as described below. What is N.E.E.A.T.T?...
Google Knowledge Graph Update - Summer 2023
The biggest and most clear update in Google’s Knowledge Vault happened in 2023! And that Knowledge Vault (Main Knowledge Graph) update cascaded delightfully into the September core update (see below)....
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