The Connected Consumer Journey: How E-E-A-T Matches Real Behavior
Brands need to accept two realities: the funnel is a myth and consumer journeys are not linear. People today are in channel and omni present in their journey… They’re not moving through a predictable sequence—they’re jumping between research, consideration, and decision-making, sometimes looping back multiple times. That’s why Experience, Expertise, Authority, and Trustworthiness (E-E-A-T) is so important. What started as a search engine guideline has become a key part of how brands build credibility, connect with people, and earn long-term trust. For businesses bringing in over $2M a year, applying these principles isn’t just smart—it’s what separates brands people return to from the ones they forget.
The Funnel Isn’t Dead—It’s Just Not Linear
For years, the assumption was simple: a person realizes they need something, searches for it, considers their options, and makes a purchase. But that model doesn’t hold up anymore. Today, people don’t move in a straight line. They jump between stages, compare options, revisit old searches, check reviews, ask for recommendations, and sometimes abandon the process entirely—only to return later. This is why brands can’t rely on traditional funnels. Instead of trying to push people through a rigid sequence, the companies that stand out meet them wherever they are—with the right information at the right time. A smart home energy company, for example, doesn’t wait for someone to realize their electricity bill is too high. Instead, they detect inefficiencies and suggest ways to lower energy use before the customer even thinks about it. The best brands stay a step ahead, making decisions easier instead of waiting for people to figure things out on their own.
Data is Only Useful When It Means Something
Collecting data isn’t the challenge anymore—using it in a way that actually helps people is. Too often, brands track surface-level behavior but fail to understand the motivation behind it. The companies setting the pace—think Amazon, Spotify, and Shopify—don’t just look at what people buy or click on. They figure out why people make those choices. For example, if someone buys a running watch, a typical retailer sees a one-time transaction. But a brand that understands its audience recognizes that this person might be training for a marathon. Instead of stopping at the sale, they can suggest hydration packs, recovery tools, or expert training content—offering more than just a product. And brands that take this approach are seeing real results. Salesforce research found that companies using advanced analytics are 23 times more likely to attract new customers and six times more likely to keep them.
But trust matters. People are open to sharing information when it benefits them—but only when they believe the brand will handle it responsibly. A PwC study put it clearly: “People will share information when it benefits them—but businesses have to show they’ve earned that trust.”
E-E-A-T Helps Brands Stay Relevant at Every Touchpoint
Since people don’t follow a predictable path, brands need to build trust at every possible entry point. Whether someone finds a company through a blog, a social post, a review, or a friend’s recommendation, credibility determines whether they stay or move on. A financial services brand offering a tax program could bring in licensed professionals to break down complicated regulations, making the content easier to follow. A skincare brand introducing a new formula could have dermatologists explain how it works—not just list ingredients. These efforts aren’t just marketing; they give people the confidence to take the next step.
People Don’t Make Decisions in One Step—Trust Reduces Hesitation
People don’t just weigh their options and move forward. They pause, second-guess, and revisit choices. That’s why brands need to make it easy to come back. A cloud services company can highlight real case studies showing long-term results. A fashion brand might showcase real customer photos instead of polished ad campaigns. These small details build confidence, no matter how many times someone rethinks their decision. At the final stage, hesitation can still get in the way. Baymard Institute research found that unexpected costs are a leading reason people abandon their carts. But because decisions aren’t always immediate, some people will leave and return later—if they already trust the brand. Companies that keep pricing clear, offer flexible returns and remove risk make it easier for people to take action. A SaaS company that lets people test its platform without requiring a credit card or a fitness brand that promises easy returns reduces hesitation without adding pressure.
Loyalty Isn’t a One-Time Interaction
Since people interact with brands in different ways over time, post-purchase experiences shape whether they come back. Someone might buy once, step away, and return months later—if the brand stays relevant in their journey. A subscription service that follows up with useful recommendations keeps engagement strong. A tech company that personalizes onboarding makes sure people don’t just buy—but actually use what they purchased. This isn’t just about keeping customers—it’s about making sure they continue to see value, even when they’re not actively shopping.
Brand Identity is More Than Just Products
Price, quality, and convenience still matter, but people expect something more. The brands making the biggest impact aren’t just selling things—they’re building a larger mission that people connect with. Take Patagonia—they don’t just sell outdoor gear. They’re known for environmental activism, repair over replacement, and sustainable production. Instead of constantly pushing for more sales, they encourage people to repair or reuse their gear. Then there’s Everlane, a fashion brand built on radical transparency. They break down every cost—materials, labor, and transportation—so people know exactly what they’re paying for. That level of honesty sets them apart. For B2B brands, this shift is just as important. Companies aren’t just looking for vendors—they want partners who bring expertise, drive industry discussions, and help them stay ahead.
Using Data Without Losing Trust
People want personalized experiences—but they also want control over their information. The brands getting this right make people feel like they’re gaining something, not giving something up. Netflix does this well. Instead of blindly recommending content, they explain why a specific show or movie was suggested. That small shift makes it feel like a helpful tip, not a machine-generated guess. Some brands are going even further, using blockchain to let people control how their data is stored and shared. As privacy concerns grow, companies that ignore this won’t just lose customers—they’ll lose credibility. An industry expert put it best: “You don’t earn trust by asking for data—you earn it by proving you’ll handle it the right way.”
What’s Next?
E-E-A-T isn’t just about SEO anymore. It’s shaping how brands build trust, create value, and keep people engaged over time. For businesses bringing in over $2M a year, the next steps are clear: go beyond transactions. Make buying decisions easier. Remove friction. Build relationships that last long after the first sale. The brands shaping the future aren’t forcing people through a funnel—they’re showing up wherever they’re needed most.