Carolyn Shelby, Principal SEO at Yoast

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Use Oberstein's “ situational content ” principle , which anticipates various outcomes and offers logical next steps based on the advice given.

For example, an article about training a dog to follow commands would also suggest what to do if the dog does not respond as expected and offer alternative techniques or troubleshooting tips.

Carolyn Shelby, Principal SEO at Yoast, believes that websites with high EEAT scores will dominate the future of AI-powered search results.

Carolyn Shelby Principal SEO at YoastAI-powered search engines filter and select citations based on a website's "authority" and "expertise," synthesizing narratives with sources that demonstrate high EEAT (Expertise, Authoritativeness, and Trustworthiness).

Developing your brand's EEAT is now more important than ever to be selected as a trusted source truemoney database by AI search engines.

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Such content directly meets readers' specific needs, adopts a "conversational" tone, and requires "real" subject matter expertise, which aligns with the principles of EEAT. Situational content also signals that it was written by authors with "niche expertise," making it inherently more valuable and difficult for AI to replicate.