# Evidence and credibility: making sources visible

German title: Evidenz und Glaubwürdigkeit: Belege sichtbar machen

> Credibility arises when readers can check what is claimed: source, author, method and date are visible. Google asks Who, How and Why and says E-E-A-T is not a ranking factor of its own. That sourced content or named expert quotes appear more often in AI answers is not verified.

## Facts

- **E-E-A-T:** per Google not a ranking factor of its own
- **Guiding questions:** Who, How, Why
- **Quote:** verbatim, with name, role, source, approval

## Checklist (recommendation derived from Google's guidance)

- Who: Who created the content? Show the author.
- How: How was it produced? State method and date.
- Why: Why does it exist? For readers, not only for search engines.
- Evidence: Every factual statement with a source link; Google names links to sources as a way to build trust.
- Date: Keep publication and modification dates accurate (for Article markup recommended: author, datePublished, dateModified).

Evidence is the concrete proof; credibility is the impression that author, transparency and consistency leave. Both can be checked without claiming an effect on ranking or citation.

## Expert quotes

An expert quote is a verbatim statement by a named person with an identifiable role. Structure (recommendation):

- Verbatim quote without abridgment that changes the meaning.
- Name and role of the person.
- Source and date (interview, talk, publication), with a link if public.
- Approval: the quoted person has agreed to the use.

Quotes must not be invented or attributed to a person who has not approved them. A quote does not replace evidence. Markup is optional and must match the visible text.

## Not verified

This report partly describes a working model of the author; there is no primary source for it, read it as a recommendation.

## Sources

- Google Search Central: Creating helpful, reliable, people-first content (primary source)
- Google Search Central: SEO link best practices (primary source)
- Google Search Central: Article structured data (primary source)

Checked on: 24 October 2026.

## Questions

### What is the difference between evidence and credibility?

Evidence is concrete proof. Credibility arises from author, transparency and consistent sourcing.

### What makes a good expert quote?

Genuine, verbatim, with named person, role, source and date.

### Is content with figures or quotes cited more often?

That is not verified.

### May I write quotes myself?

Not in the name of another person. Mark your own positions as a statement of the editorial team.

## Related

- [What is GEO? Generative engine optimization](https://munichmedia.com/reports/was-ist-geo.md)
- [Internal linking & topic silos](https://munichmedia.com/reports/interne-verlinkung-themen-silos.md)
- [Schema.org for AEO: what is verified](https://munichmedia.com/reports/aeo-schema-org-basis.md)

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