Rule: Demonstrate first-hand experience explicitly on service pages — named staff, real credentials, real projects — not slogans

Rule: Service pages must show evidence of first-hand experience — author bylines, real credentials, real project detail (addresses, photos, dates where allowable). Generic, templated, AI-spun content is now a liability, not neutral.

Why: The extra "E" added to E-A-T in December 2022 (Helpful Content Update (August 18, 2022) + E-E-A-T extra "E" for Experience (December 2022) + folded into core (March 2024); Google said the changes aimed to cut low-quality unoriginal content by 45%) is Experience — Google's evaluators are now explicitly checking for evidence the author has done the thing. The March 2024 absorption of Helpful Content into the core algorithm raised the stakes; Google stated the goal of cutting low-quality unoriginal content by 45%.

How to apply: On every service page — who specifically did this work, when, where, what did they learn. For Ontario builders this overlaps with the regulator-disclosure rules ([[rule-display-hcra-licence-number-link-to-obd-on-builder-sites]] if present in the KB).

Related: Rule: Restructure top service and FAQ pages to answer the customer's question directly in the first 100–150 words, with specific local detail.