Trust Can’t Be Coded — The Real Role of Structured Data in "E-E-A-T" - brightonSEO Spring 2025

Session Title：Does structured data markup influence EEAT?

In April 2025, MediaReach, Inc. participated in brightonSEO Spring 2025, a leading global conference exploring the future of search. Among the sessions that caught our attention was one that tackled a timely and often misunderstood topic: the relationship between structured data and Google’s E-E-A-T framework.

Led by structured data and semantic SEO expert Jarno van Driel, the session titled “Does structured data markup influence EEAT?” challenged a common misconception in the SEO community—that schema markup can directly enhance a website’s perceived trustworthiness or authority.

In this report, we summarize van Driel’s key arguments, technical clarifications, and practical implications. As the SEO landscape grows increasingly complex in the age of AI-generated content, his message was a timely reminder: you can’t code your way to credibility—you have to earn it.

BrightonSEO Spring 2025

Written by Ayaka Uchida
SEO Consultant, MediaReach, Inc.

1. Executive Summary

In this session, structured data and its relation to Google’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) framework were addressed by semantic SEO consultant Jarno van Driel. His core message was clear: structured data does not directly influence E-E-A-T evaluations.

Instead, structured data functions as a supportive tool—helping search engines validate and cross-reference the information already present on a webpage. It does not "prove" trustworthiness, nor can it artificially boost expertise or authority.

Van Driel emphasized that trust cannot be manufactured through code—it must be demonstrated over time through transparent, verifiable content. He also addressed widespread misconceptions in the SEO industry, where some believe structured data can substitute for real-world credibility.

Each component of E-E-A-T was analyzed individually, highlighting where structured markup helps—and more importantly, where it doesn’t. The takeaway was simple yet powerful: use structured data to clearly communicate real information, not to manipulate rankings.

2. Session Details

Session Title: Does structured data markup influence EEAT?
Speaker: Jarno van Driel (Structured Data & Semantic SEO Consultant)
Date / Time: Thursday,10 April, 2025 — 09:30
Venue: Brighton Centre, Auditorium 1
Event: BrightonSEO Spring 2025
Session Link: https://brightonseo.com/sessions/eeat-and-content

3. Report Details

3-1. Context and Background

In recent years, Google's emphasis on E-E-A-T has grown significantly, especially in response to low-quality, AI-generated, or misleading content. As a result, SEO professionals have been exploring ways to 'signal' credibility to search engines—and structured data has often been seen as one such signal.

The evolution from E-A-T to E-E-A-T in 2022 with the addition of “Experience” reflects Google’s growing emphasis on first-hand knowledge. This change particularly impacts review content, medical information, and advice-based content, where lived experience adds significant value beyond theoretical expertise.

Jarno van Driel addressed this growing perception head-on. His stance was clear: structured data should not be mistaken for a shortcut to trust. It’s not a tool for manipulating Google's understanding of trust, experience, or authority.

The session was positioned as a corrective to common SEO myths—particularly the idea that structured data can replace real-world validation or reputation. Instead, Van Driel encouraged attendees to rethink how they use structured data: not as a ranking trick, but as a tool for clarity and transparency.

3-2. Key Messages and Takeaways

• Structured data supports, but does not prove E-E-A-T

• Experience (the first ‘E’) is contextual and cannot be faked

• Authoritativeness must be recognized externally

• Trust is earned, not coded

• Proper implementation requires technical accuracy combined with content alignment

3-3. Visual Materials and Slides

Van Driel shared several visual aids to support his points, including:

Figure 1: Kalicube quote on entity reconciliation：

Figure 2: Rocket schematic example：

Figure 3: Transparency slide with Mario metaphor：

Figure 4: Experience timeline slide：

Figure 5: JSON-LD structured data example：

3-4. Practical SEO Implications

Short-term:

• Use structured data to reinforce what’s already clear on the page

•  Ensure author pages and About pages are consistent and properly marked up

Long-term:

• Build credibility through third-party validation

• Clarify and maintain a consistent entity identity across platforms

•  Focus on content quality over markup quantity.

3-5. On-site Impressions

As this was one of the first sessions of the day, attendees were highly focused and attentive. There was no live Q&A segment, and audience reactions were quiet and restrained—typical for many European conferences. Nonetheless, the topic clearly resonated with practitioners looking for clarity amid the hype around structured data.

3-6. Personal Reflection

I agreed with Van Driel’s overall message. In the end, Google isn't naive—it continues to evolve, and any attempt to 'trick' its systems will likely backfire. That’s why I found his framing helpful: structured data is not a way to deceive, but a way to organize and present the truth more clearly. This talk helped reframe how I think about schema: not as a tool for gaming the system, but as a way to support good content with good structure.

4. Supplementary Materials

Speaker Deck: https://speakerdeck.com/jarnovandriel/does-structured-data-markup-influence-eeat

Written by Ayaka Uchida
SEO Consultant, MediaReach, Inc.