I broke it all down in this video 👇

⏱️ 00:40 – What is EEAT?
🧠 02:00 – What is “expertise” really?
🔍 02:50 – Testing the corollary (goodbye confirmation bias)
🧿 03:15 – Is SEO just superstition sometimes?
✍️ 03:34 – “Write good content” …but what does that mean?
🚨 04:04 – Where EEAT went off the rails
🤖 04:45 – Can LLMs actually learn EEAT?
💥 07:15 – Has Google basically debunked EEAT?
👥 09:00 – Why humans can’t even agree on EEAT
📉 10:15 – Why anecdotal “proof” fails
🧠 11:00 – Cognitive dissonance in SEO
🧩 18:38 – And yes… “information gain” too

If EEAT feels vague, inconsistent, or impossible to measure… you’re not crazy.

Google Just Told You How to Win in AI Search. Most People Will Ignore It.

Google published an official guide on how to rank in AI Overviews and AI Mode. It's one of the most honest things they've put out in years. And the SEO industry is already finding ways to overcomplicate it.

Here's what it actually says, and what you should stop worrying about.

Just a documentation exercise

So on r/seogrowth - the sub that openly allows harassment posts of its bigger neighbor - why, we can only guess - is hosting another harassment post - this time from a group of people that make an odd collection

One - mjmilian who just doesn’t like another SEO holding an idea that to him is so sacrosanct he launched an evidence free diatribe of confusing conjecture - to launch an attack on someone whom he accused of blocking him
- although I found the post and was able to reply - odd. But I have now had to block him because he keeps the harassment replies going as do the handful of other accounts or alt accounts as two of them already admitted and then removed

And one person who simultaneously dm’d me to say sorry for it because they truly learned a lot - as do hundreds of others - but that’s not enough for this seriously deranged web dev who adores schema so much that all the data and quotes weren’t enough - so he had to turn nasty and to intimidation - the ugly side of Reddit

This if hours attached my lovely friend who goes under the anonymous name if PeterWhiteWujeClub or something equally silly and pointless (who always love to bash me. Easily the most grumpiest and unhelpful person in SEO - and don’t take my word for it - just look at his boring, dry replies that are just attacks on people on Reddit - I’ll post some screenshots tomorrow

Truly sad that a team of pro ppl even tun one of the busiest subs in Reddit are harassed by pro ppl r like this - who don’t take the time to see the hundreds of SEO projects we help peole with each week - they just angry when they have to be blocked because they can’t handle a decade and instead resort to hanging up on peole for not just holding a different idea but possibly doing the worst thing imaginable : proving them wrong about something…..

Thanks to Drjigsaw for turning a blind eye and being always available to pltform attacks against his neighboring sub - possibly breaking or allowing people to break 5 Reddit rules in one post - pretty commendsbke/ almost

This is gaining more and more concensus among SEOs - that SEO (and PPC) doesnt need multi-channel marketing. This is more a demand-gen campaign to make people think they "need" social mentions for Google and AI.

If you're only getting to "ranking' on Google for citations now - chances are you've missed the boat. Only one page from each search index from Reddit and Youtube can really rank. If you want it to be your post - then standard SEO applies.

Parasitic SEO is not free SEO rankings because LinkedIn as high DA - most topics are already covered: LinkedIn gets over 1 billion clicks from Google.

Imagine posting a post as embarrassing as what this guy does - being an alt account to mjmilian ? what a loser the pair are!

How many questions do they answer each week? 200? 150? 0?

How many people search their user names? 1000 a month? less? 150? None!

How many podcasts do they do a month? 5? 4? 2? 0!?

Imagine blaming someone for your egotistical break down because Schema has no impact on rankings?!?!

And then to find out the following day that Google deprecated the whole thing.

Lucky they have DrBigSaw - the "freedom" platform mod (as long as its not a put down of his utter shite moderating skills - if he's even online

What a pathetic bunch with Captain 60 Character PageTitle - why would someone want you in a sub if thats your only input you daft fcking twats?!!?