E-E-E-A-T: The Case for Adding 'Empathy' to Your Search Strategy by Katie Mishner

In this talk, Katie will explore how empathy can become a strategic driver of SEO, particularly in e-commerce. Rather than treating E-E-A-T as a checklist, the session will show how putting genuine user needs at the centre of content and strategy can build trust, improve engagement, and create more meaningful experiences.

Transcript

1. E-E-E-A-T: A Case For Adding ‘Empathy’ To Your SEO Strategy Katie Mishner NOVOS https://www.linkedin.com/in/katiemishner/
2. Who I am… KATIE MISHNER (she/her) SEO Team Director @ NOVOS
3. My first variation of this talk was in 2023
4. My main point was intent meant more than just ‘commercial’ and ‘informational’
5. A lot has happened since I gave that talk
6. A lot has happened since I gave that talk
7. A lot has happened since I gave that talk 18 core updates
8. A lot has happened since I gave that talk
9. One big change is a new facilitator for search
10. 78% 93% Used an AI tool globally. If they were under 35. 50.2 million shopping intent visits to LLMs in the UK. Source: eCommerce Delivery Benchmark Report 2026
11. The way that we search has gone from a simple phrase Washing machine
12. To the facilitation of much more complex searches I need a washing machine that is good for pet hair and washing sportswear in a small room
13. Which opens up many more layers of intent that we didn’t have before
15. And those searches don’t stop within the LLMs!
16. What are the best washing machine brands? Where the best place to buy them from? Hey r/UKRunners, niche question but my last washing machine didn’t operate well at low temperatures, any recommendations for one that will keep my expensive running gear clean? Hey r/UK_Pets, I’m getting a new washing machine and I want to make sure it really takes care of dog hair for blankets and washing her bed. Do you have any recommendations? Hey r/AskUK, I’ve been recommended a Samsung washing machine, does anyone have any experiences?
17. I’m probably also on social media
18. The search picture is far more joined up
19. 2014 E-A-T Expertise, Authoritativeness and Trustworthiness
20. E A T Expertise Authoritativeness Trustworthiness Credentials of authors Backlinks Website security and clear policies Content topic depth on & off site Brand mentions across the internet Verifiable information
21. 2022 Experience E-E-A-T Expertise, Authoritativeness and Trustworthiness
22. E Experience Reviews, first-hand notes, photos & videos Unique data and content from the experience of the author
23. Run Repeat is a great example E Experience Reviews, first-hand notes, photos & videos Unique data and content from the experience of the author
24. Deep, unique sets of data without bias E Experience Reviews, first-hand notes, photos & videos Unique data and content from the experience of the author
25. Their own imagery and testing E Experience Reviews, first-hand notes, photos & videos Unique data and content from the experience of the author
26. The results? Ranking p2 for the shoes they review
27. Experience, Expertise, Authoritativeness and Trustworthiness E-E-E-A-T Empathy
28. action of understanding, being aware of, Empathy the being sensitive to the feelings, thoughts, and definition: experience of another. Google’s Search Central E-E-A-T Guidelines
29. What is the difference between experience and empathy? Experience • First-hand use • Proof of testing by photos & videos • Credible Authors Empathy What LLMs can't do • The searcher’s situation • Their needs and context • Shapes the strategy
30. Hold lived, embodied experience Understand a specific person's context Feel the stakes of a decision
31. Hold lived, embodied experience Understand a specific person's context Feel the stakes of a decision Synthesising large volumes of information Recognising patterns across data Retrieving and summarising known facts
32. We often think how to appear in the search results. What AI can do How we facilitate that Synthesise information Well-structured content Recognise patterns Consistent and comparable information Retrieve and summarise Technically sound site
33. We often think how to appear in the search results. Synthesising large volumes of information Well-structured content Recognising patterns across data Consistent and comparable information You’re following SEO principles ✅ Retrieving and summarising known facts Technically sound, accurate content
34. Are we thinking about who is searching? What AI can’t do How we address that Hold experience First-hand testing and unique experiences Understand context Real in-depth audience research Feel the stakes Address feelings like risk and concern
35. Are we thinking about who is searching? Hold lived, embodied experience Genuine first-hand testing Feel the stakes of a decision addresses real risk Real audience You're of the person, not just Understand athinking specific research person's context the best practice Content ✅ that
36. So, how do you actually get to have empathy in Search?
37.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
38.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
39. Personas Who is searching?
40. Demographics  ⚧   Age Gender Location Income   Education Housing 𓏌 Marital status
41. Demographics They’re important, but not the primary piece of information for your search personas
42. Motivations & Pain Points  Emotional triggers for searching  Problems they want solved   Specific budgets they’re working to Trend they are interested in
43. Building your data sources for personas
44. Building your data sources for personas  Unique data
45. Building your data sources for personas  Unique data  Forums
46. Building your data sources for personas  Unique data  Forums  Search data
47. Building your data sources for personas  Unique data  Forums  Search data  Social listening
48. 󰝋The City Beginner 󰝋 🏔The Trail Regular🏔 ✦ Lives in a City like Manchester ✦ Rural, hilly terrain like Peak District ✦New to running, building confidence, looking for a community ✦ Years of experience, training for a half marathon or ultra ✦Managing a health condition, has many other hobbies, comfort is key ✦Cares about grip, weatherproofing, elevation tracking ✦ Searches: "beginner running shoes", "running shoes with endometriosis", "running with pain" ✦ Searches: "trail shoes for wet terrain", "hill training plans", "fuelling long runs" ✦Wants to know: how to stay injury free, what is the most comfortable gear, where they can meet other beginners ✦ Wants to know: grip comparisons in trail shoes, training plan advice from experts, route recommendations
49. Your personas summarise the groups of customers and their experiences Personas are NOT exhaustive
50. You can’t capture everything, opt for Gender neutral language Inclusive imagery Accessibility on-site
51.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
52. Query Fan Out What else will they ask?
53. What is it?  01  02  03 Breaks query down Parallel  searches Answers  with the context
54. What is it?  01  02  03 Breaks query down Parallel  searches Answers  with the context
55. best running shoes running shoes running shoes for men/women cheap running shoes running shoes for flat feet
56. Remember our personas? Layering in these insights = empathy 📈
57. most comfortable running shoes for beginners running shoes for a woman with chronic pain beginner running shoes do I need special shoes to start running running shoes vs walking shoes best running shoes for short runs
58.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
59. Sentiment Analysis How do they feel about you?
60. What is it? positive negative
61. What is it? positive negative themes
62. What is it? positive negative themes actions for search
63. How to extract it Step 1 Pick your listening sources
64. How to extract it Step 1 Pick your listening sources Step 2 Look for repetition
65. How to extract it Step 1 Pick your listening sources Step 2 Look for repetition Step 3 Separate praise from pain
66. You can scale this research Brand Specific category Specific product
67. ✅ Praised for Design Durability Comfort "Nike are comfortable, they last a decent amount of miles and look good too— Reddit (r/running)
68. ❌ Criticised For Narrow fit "Nike shoes are usually too narrow for me... run 1/2 size small." — Reddit (r/running)
69. ❌ Criticised For Sizing confusion "Sizing confusion led tester to blisters after not sizing up." — Runner's World
70.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
71. Attribute Gap Analysis What do users need to know?
72. Websites aren’t meeting information needs of users 10% Have poor product description Baymard Institute Ecommerce Benchmark 2026 44% Don’t display the return policy 70% Don’t have sufficient FAQs
73. Attribute Gaps are where we can turn information into action • Personas • Queries • Sentiment  Better visibility
74. Take learnings from query fan out and sentiment analysis 👇 Traffic Light System Full Partial None
76. Nike Vomero Plus - Empathy Scorecard 2/8 Fully covered “Is thiscan actually “What I do ifgood, they or just marketing?” don't fit?” 1,266 reviews, rating, Clearly states 4.8 30-day free genuine returns testimonials
77. Nike Vomero Plus - Empathy Scorecard 2/8 Fully covered “What can I do if they don't fit?” Clearly states 30-day free returns
78. Nike Vomero Plus - Empathy Scorecard 2/8 Partially covered Will these feel heavy? Raw weight given, but no context or comparison
79. Nike Vomero Plus - Empathy Scorecard 2/8 Partially covered Good for new runners? Athlete-endorsement quote only, not a customer-sourced signal
80. Nike Vomero Plus - Empathy Scorecard 2/8 Partially covered Good for new runners? Athlete-endorsement quote only, not a customer-sourced signal
81. Nike Vomero Plus - Empathy Scorecard 4/8 Not covered Will this help with joint pain? Can I use these for walking too? Only buried in one customer review, not page copy Not addressed anywhere on the page
82. Nike Vomero Plus - Empathy Scorecard 4/8 Not covered Do I need special shoes to start running? Jargon-led feature copy, no beginner framing Will these run narrow? No sizing guidance beyond a generic link, #1 sentiment complaint
83.  01 Search personas  02 Query Fan Out KEY METHODOLOGY Tools for Understanding Your Audience  03 Sentiment analysis  04 Attribute Gap Analysis
84. How might this look in practice?
85. Develop product comparisons
86. Utilise AI Review Summaries
87. Addressing the sentiment
88. Highlight features that matter to your customer base
89. When your customer searches Best beginners running shoes Just started running, want shoes I can get faster in but will last. I’m worried about impact on my body
90. They find that your brand understands them
91. But this is just the start of how you can use this framework
92. In-depth buying guides PR campaigns Paid ad copy Creator/Influencer briefs Empathy Social Search ‘Audience’ Product Schema Internal linking
93. Summary & Takeaways 1 Algorithms can summarise experience, but can’t have empathy. That’s where we bridge the gap.
94. Summary & Takeaways 2 Personas = who Query fan out = what Sentiment = how Attribute gap = action
95. Summary & Takeaways 3 You can’t capture everyone’s experience. You can use these to tools for a more empathetic strategy.  01 Search personas  02 Query Fan Out  03 Sentiment analysis  04 Attribute Gap Analysis
96. Thank you!