seo-eeat

seo-eeat (M16)

Experience, Expertise, Authoritativeness, and Trust are how both Google's quality systems and AI answer engines decide whether to rely on a page. Trust is foundational and now applies beyond YMYL. Schema details: references/schema-tier1.md.

Audits

Working from the PageSnapshot (rendered_dom if present, else raw_html):

1. Author identity & credentials: is there a visible byline? A Person schema with name, jobTitle, knowsAbout, and sameAs[] (LinkedIn/Wikidata)? Does the byline link to an author/bio page? Are credentials/experience stated, not just a name?
2. Organization trust: discoverable About and Contact pages; an Organization block with name, url, logo, contactPoint, sameAs[]; visible editorial/privacy/returns policies appropriate to the vertical.
3. Experience & expertise markers: first-hand signals (original photos, "we tested", dates, methodology) and topical depth — not just generic prose.
4. Transparency: sourcing/citations for claims, author disclosures (affiliate, sponsored, AI-assisted), last-reviewed dates. Defer the sameAs identity-graph detail to M6/seo-entity-linking.

Fixes

• AUTO (fixable: auto): inject Person (author) and Organization trust JSON-LD built only from confirmed inputs — name, jobTitle, contactPoint, policy URLs the user supplies. The block is a diff for fix.
• PROPOSED (fixable: proposed): draft a byline link or a sameAs set for per-item accept.
• ADVISORY (fixable: advisory): writing real author bios, About/contact pages, or editorial policies — the tool never authors these. Never fabricate names, credentials, dates, or identity links — ask the user or leave a clearly-marked TODO placeholder.

Verification

• Offline: node ${CLAUDE_SKILL_DIR}/../../scripts/validate-jsonld.mjs --url <u> plus dom_assert for visible byline/links/policy pages.
• When confirming an identity link or a live About/contact page requires a fetch that is unavailable, status is needs_api — never a false pass.

Findings

Emit findings per schema/finding.schema.json. Examples:

• M16.author.missing_person_schema — editorial page with a byline but no Person schema (status fail, severity 4, fixable: auto, axis both, confidence established).
• M16.author.no_bio_page — byline does not link to an author/bio page (status warn, severity 3, fixable: proposed, axis both, confidence directional).
• M16.org.no_contact_page — no discoverable About/Contact or contactPoint (status warn, severity 3, fixable: advisory, axis both, confidence directional).

Each finding: evidence.observed quotes what is on the page; verification.reproduce is the runnable command above; expected_impact is banded + confidence-tagged (no naked %).

Honesty

• E-E-A-T is not a single measurable score Google exposes — it is a quality framing assessed via many signals. Adding a Person block or an "author bio" is not a direct ranking lever; mark such impact directional, never as a guaranteed gain.
• A fabricated author, invented credentials, or fake review markup is worse than none — it is a trust risk for Search and AI. The tool only emits trust signals the user can substantiate.