What each letter means
- Experience: first-hand knowledge, like real projects, photos, and results
- Expertise: the skills and knowledge to speak on the topic
- Authoritativeness: recognition from others, like mentions, partners, and reviews
- Trustworthiness: accurate information, clear contact details, and honest claims
How to show it on your website
- An About page with a real bio and photo
- Author names on articles and advice
- Specific examples from your own work
- Reviews and testimonials
- Easy-to-find contact information and policies
Trust comes first
Of the four, trustworthiness matters most. A polished site with vague or exaggerated claims works against you. Clear, honest, specific information works for you.
The bottom line
Let people see the real humans and real experience behind your business. It builds trust with customers, search engines, and AI tools alike.