As Google continues to shift towards a safety-first, trust-led search ecosystem, E-E-A-T is no longer just a YMYL concern - it's an element driving rankings across the board - but it's evolved. While finance, medical, legal, insurance and health websites feel the impact most acutely, the reality in 2025 is that every brand competing for visibility now operates under the same credibility expectations. E-E-A-T has moved beyond just a focus of on-page optimisation and into the realm of real-world trust, driven by expert authority, institutional citations, regulatory signals and off-site brand reputation.

This talk explores the evolution of E-E-A-T into a multi-layered trust framework that applies across all industries. It shows how Google blends content quality, author identity, brand credibility and third-party validation to determine which sources are safe, reliable and worthy of prominence, whether you're operating in a high-risk YMYL category or traditionally low risk sector now competing in an AI-first SERP.

In this talk Sarah will explore the reasons people avoid the camera, moving beyond confidence myths to what is really getting in the way. She'll share practical ways individuals can reduce awkwardness, improve on-camera presence and increase engagement in meetings, webinars and video content. This session will also help managers and business owners to create online environments where people feel confident, comfortable and connected showing up on screen.