EEAT 2.0: The Trust Layers That Drive Modern Search - Brighton SEO - Amanda Walls

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1. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search Amanda Walls CEDARWOOD DIGITAL @amandajwalls
2. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search Google is no longer ranking pages It’s ranking entities it trusts
4. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
5. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
6. Relevance gets you retrieved Trust determines if you stay EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
7. EEAT: A quality evaluation framework EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
8. Google doesn’t want… The best written answer The longest answer The most optimised answer EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
9. Infinite Content Supply Spam Sophistication Behavioural Reinforcement EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
11. Historically: If you published on a strong domain, you inherited its authority Now? Google evaluates some sections independently EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
12. EEAT: A quality evaluation network Retrieval Quality Scoring Re-Ranking & SERP Assembly EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
13. EEAT 2.0 Retrieval Verifiable Claims & Identity Verifiable Reputation EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
14. Identity Compliance Reputation Provenance Demand EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
15. Identity • Legal registration & links • Clear leadership team • Consistent NAP • Recognised Profiles • Physical Presence EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
16. Provenance • Author accountability & external validation • Editorial review systems • Update timestamps • Methodology disclosure. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
17. External Author Validation EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
18. Experience • Photos • Data • Testing • Constraints • Trade-offs EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
19. Audit Experience EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
20. Reputation • Relevant publications • Industry bodies • Building an expert voice • Niche, topical relevancy • Research citations & data EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
21. If your website disappeared tomorrow Would the web still confirm your expertise? EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
22. Build Niche Credibility Property Website EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
23. Close A Relevance Gap EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search Niche Client Links Competitor Links Link Gap Description Technology & Digital 120 1,213 +1,093 Covers links from tech news, AI blogs, digital innovation sites, and IT resources. Indicates competitors are earning links through fintech and digital transformation stories. News & Media 147 505 +358 Editorial mentions, finance commentary, and data-led PR coverage in consumer or national media outlets. Finance & Lending 44 361 +317 Core industry links from lenders, financial comparison websites, and credit advice platforms — highly authoritative and directly relevant Business & Trade 22 153 +131 B2B, SME, and trade portals where competitors are featured as business resources or contributors. Blogs & Personal Sites 14 125 +111 Individual and lifestyle blogs offering reviews, opinion pieces, and backlink opportunities via guest content or partnerships. Entertainment & Gaming 3 90 +87 Broader cultural and entertainment outlets that cover finance through lifestyle, games, or pop-culture-related PR campaigns. Home & Property 5 83 +78 Property, mortgage, and home improvement sites where financial content intersects with lifestyle and borrowing topics.
24. Close A Relevance Gap EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search Niche Client 1 Client 2 Client 3 Client 4 Client 5 Client 6 News & Media 180 111 37 54 35 88 Finance & Lending 181 83 10 29 24 34 Business & Trade 28 69 10 13 13 37 Comparison & Directories 20 47 9 47 7 7 Blogs & Personal Sites 55 32 5 10 7 22 Entertainment & Gaming 68 17 4 6 6 12 Home & Property 41 26 4 4 9 2 Education 8 31 3 4 5 8 Health & Lifestyle 15 18 1 1 6 5 Government & Nonprofit 15 14 1 9 3 3
25. Brand Demand EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search Brand demand is hidden trust: • Brand & category queries • Direct navigational search • Repeat behaviour patterns.
26. So how do we pull this all together? EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
27. The trust audit Score 0-5 across: • Identity • Provenance • Reputation • Compliance • Demand EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
28. Build infrastructure Track what actually matters Earn relevant links & citations EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
29. What to build • Editorial standards pages • Expert hubs • Transparent update logs • Research centres • Policy pages • Methodology disclosures EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
30. What to earn • Topic-specific mentions • Industry citations • Association membership • Speaking visibility • Expert commentary • Hyper-relevant > raw DR EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
31. What to track • Branded search growth • Mention quality • Entity consistency • SERP feature visibility • Citation presence EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
32. Ask: Can the web independently confirm our claims? If yes – you pass the trust threshold If no – no amount of content will save you. EEAT 2.0: The Trust Layers That Drive Rankings In Modern Search
33. Thankyou Amanda Walls CEDARWOOD DIGITAL @amandajwalls