Google E-E-A-T: how to create people-first content

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Google E-E-AT: & How to Develop People First Content Marketing

Table of contents:

  • Why Google EEAT is now such an essential part of search engine optimising
  • Why copywriters especially should know about it
  • We answer some frequently asked questions about EEAT
  • Why E-E-A-T Matters
  • Why Google EEAT is such an essential part of SEO:

Search quality raters

It’s essential to note that, at the core of all we do in terms of improving a business’s search engine optimisation, quality should be the primary focus. It’s essential to note that, despite your perception that Google is entirely automated, it also employs “search quality raters”.
These are real people who evaluate business websites to help determine if a page or blog post is of high quality. Then Google is thought to take this feedback and incorporate what the quality raters say to design and redesign Google’s algorithm.

What are the core components of Google E-EAT, and how does it work?

 

Experience

Therefore, this is what Google quality raters look for, and now Google’s algorithm determines whether a page is of high quality or not.

So, does the person, the author writing that work, seem to have firsthand experience in terms of what they are talking about?
If they are discussing an area of law, for example, do they have a solid understanding of the subject? Is there a link to their LinkedIn profile to demonstrate their qualifications as solicitors? Have they cited facts, laws, and legislation that demonstrate their knowledge of the subject matter?

 

Expertise

 

Demonstrating expertise means writing content marketing in a way that is crystal clear; you know what you are talking about. As you would expect, demonstrating experience is closely tied to expertise. Yet, with expertise, you could do the following to show Google you are the expert in terms of what you are talking about:

– Link to your LinkedIn profile
– Link to your about us page, which explains your experience, qualifications, etc
– Links from external sources to that page. For example, if you have a degree from Harvard University in Law, then a link from their website to yours will give your solicitor’s practice a significant boost in terms of its ranking on Google.

 

Authoritativeness

So, this mostly boils down to links, and if you have an excellent backlink profile, you’re on track to getting and pushing to the top of Google’s SERPs.

However, here’s the thing: quality and relevant links are hard to come by, and they are really hard to come by.

The businesses at the top of Google, in the top 3 results, usually have excellent links from reputable sources, such as the Independent Newspaper, or, if you’re in the dental field, a link from a website that all dentists respect as a leading source for dentistry information and news.

Links from high-quality websites will improve the page’s authoritativeness, and as a result, you can believe us when we say that if your business has good-quality links, this will dramatically help improve your company’s SEO.

 

Trustworthiness

There are numerous ways a business can enhance its trustworthiness. So, the primary way we think is to ensure that the content marketing is of top quality and offers helpful advice. This will mean the dwell time will increase, which sends an unmistakable signal to Google’s algorithms that the page provides information that shoppers are reading for an extended period.

The opposite of this is a website with an extremely high bounce rate, so high that it’s transparent to Google’s algorithm that the page doesn’t offer helpful information, and shoppers, on average, are leaving shortly after arrival.

SEO agencies differ in the advice they offer for improving a business’s EEAT trustworthiness. However, many agencies believe that it is essential to display a business’s NAP, which stands for name, address, and phone number.

If several business citations support this, then it’s clear that the business is likely to be based there.

 

Google reviews and Trustpilot business reviews

A business must accumulate a lot of genuine business reviews. These reviews should be left on the Google Business profile; however, it’s also beneficial to gather business reviews on Trustpilot. This is not just to improve a customer’s confidence that the business offers a good service; it’s also for Googlebot. So, when Google crawls and indexes that page, it will see that the business has many positive reviews, is trusted and has a large number of satisfied customers who enjoy doing business with the company.

 

What was the Google Helpful content update?

Google now primarily wants pages and blog posts in its index that are original, well-written, and helpful to customers. Whether that’s how to change the oil in your car or repair split ends, the written work needs to be beneficial, which means thinking of the customer and offering the best possible advice you can for them.

Quality content-marketing wins hands down.

Quality content-marketing wins hands down, so make sure to save time instead of writing one article every week that could be deemed a bit run-of-the-mill. Instead, dedicate that time to writing one piece a month that knocks it out of the park.

SEO companies and businesses in general often make the mistake of thinking that more is better. However, when it comes to a business’s content marketing, it’s better to have quality rather than quantity.

Writing run-of-the-mill, or rubbish, content marketing is a total waste of time. The reason is that when Googlebot indexes it, it may deem it as spam, which means it will never be indexed and will never appear in Google’s SERPs. So it’s binned before it’s even ranked on Google.

This is why we always advise you to put your efforts into creating high-quality work rather than producing spam or low-quality work that will be ineffective.

Do we need to consider Google EEAT when creating all the content marketing we write?

Yes, in short, keep Google EEAT at the forefront of your mind when creating all content marketing. So, think that Google wants you to demonstrate experience, expertise, authoritativeness, and trustworthiness in the content marketing you produce. So, think about how you can show this – how can you explain that your business is the best?

Does this apply to product pages?

Yes, Google’s EEAT guidelines need to be applied to all pages and blog posts. 

Now, this is a common mistake some businesses make; they write high-quality, bespoke, well-written blog posts. Yet, the main product pages simply duplicate product descriptions, which doesn’t work. If that page, the product page, is deemed low quality, spam, or duplicate text, it won’t rank high in Google’s SERPs.

All pages, therefore, need a high Google EEAT score.
Why do we need to avoid duplication issues?

Duplication, whether it’s external or internal, is something Google dislikes. It can trigger a Google Panda penalty. Essentially, avoid all duplication issues. Each page should have its original content marketing.
Is Google EEAT a ranking factor?

No, it is more guidance. We always explain it as overarching guidelines which emphasise everything. Then you should think of ranking factors more like very exact and specific guidance. For example, follow the advice on backlinks, as this is a ranking factor; however, Google 

EEAT applies to all ranking factors.

Would you use A. I to generate content marketing?

No

In short, no. That’s just our advice at our agency. The reason is that we don’t know enough about AI content marketing and whether Google, during a core update, will penalise businesses with an algorithmic penalty for using too much AI. I generated content.
So, our best advice, at this point in 2025, is to avoid and hold off on using AI content marketing. Instead, manually write it and ensure it is of high quality.

How our winning SEO agency can help:

Serving Bristol, we are one of the best SEO agencies in the city. When your business wants to improve your SEO, call us.
 

Are backlinks still the backbone of organic SEO?

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  • What’s inside this article:
  • What are the main differences between internal and external backlinks?
  • How does Google Algorithms use external links to assess SEO Strength?
  • Why is it widely considered so important to lower a company’s bounce rate?
  • What does U.X mean. What is user experience and why does it matter?
  • What does anchor text mean, and why should you avoid over-optimising It?
  • How can our expert team based in Bristol help?

 

Are backlinks (external) still considered the backbone of organic / local SEO?

 

Absolutely.

Backlinks (external links) remain a critical component of search engine optimisation (SEO).

According to a study by Authority Hacker, 79.7% of organic SEOs consider link building an important part of their SEO strategy. So in 2025 they are still an important part of the SEO process.

Therefore even when Google was using PageRank, to today in 2025, Google still uses backlinks as one of the main ways of working out how good a companies search engine optimisation is.

High-quality backlinks signal to search engines that your website is authoritative (Part of Google EEAT) and trustworthy, which can significantly boost your domain authority and organic traffic.​

 

What is the difference between internal and external links?

 

Internal Links:

These are hyperlinks that connect one page / blog post to another within the same domain.

They enhance website navigation, distribute page authority (link equity), and help users discover related content  marketing.

For instance, a blog post about car waxes might link to associated products, such as car dent remover, helping guiding users to additional relevant information.​

 

External Links

These are links from other websites pointing to your site. They can help a business to obtain link equity, therefore if the businesses domain authority (DA).

They are vital for SEO because they act as endorsements from other domains.

However, it’s crucial to focus on acquiring high-quality external links (high DA score), as low-quality or purchased links can lead to penalties from search engines (Google Penguin). 93.8% of link builders say link quality is more important than link quantity. ​

 

How do Google’s algorithms use external links to assess SEO Strength?

 

Google’s algorithms consider backlinks one of the top two ranking criteria for pages.

Websites with a higher number of quality backlinks tend to rank higher in Google’s search results.

For example, the page ranking #1 on Google has an average of 3.8 times more backlinks than other pages.

This is why at Digital Tailors, for our valued clients in Bristol, we spend a huge amount of time building links.

This highlights the importance of establishing a robust backlink profile to boost your site’s visibility.​

 

Why is it important to lower a company’s bounce rate?

 

A high bounce rate indicates that visitors are leaving your site without engaging further (check this using your Google Analytics account to check your businesses bounce rate), which can negatively impact your SEO performance.

Implementing effective internal linking strategies can reduce bounce rates by encouraging users to explore more content  marketing. Notably, 42% of SEO professionals allocate equal time to building internal and external links, underscoring the importance of internal linking in SEO strategies. ​

What Is (U.X) User Experience and Why does it matter?

 

User experience (UX) encompasses all aspects of a user’s interaction with your website, including design, the navigation, and the quality of content marketing, i.e is the bounce rate high?

A positive U.X leads to longer dwell times and increased engagement, which are favourable signals to search engines. For example, long-form content marketing generates 77.2% more links than shorter articles, indicating that comprehensive, user-friendly content is more likely to be linked to and shared. ​

 

What does anchor text mean?

 

Anchor text refers to the clickable text within a hyperlink.

While it’s important for indicating what the content marketing is about, over-optimising anchor text with exact-match keywords can appear manipulative to search engines.  This can trigger a Google Panda penalty.

Therefore, it’s advisable to use natural and varied anchor text to maintain a healthy backlink profile.​

 

How can our expert team in the heart of Bristol help?

 

Navigating the complexities of organic SEO and link building can be challenging.

Our agency specialises in developing tailored SEO strategies that focus on acquiring high-quality backlinks, creating engaging content, and enhancing user experience.

Given that 52.3% of digital marketers say link building is the most challenging aspect of SEO, partnering with experienced professionals can provide a significant advantage. Contact us today to elevate your business’s online presence and achieve sustainable growth.​

 

 

How to Conduct an SEO Competitor Analysis

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How to conduct an organic SEO competitor analysis

Introduction

It’s essential and crucial to carry out an SEO competitor analysis because you need to know how strong the competitor’s search engine optimisation is so that you can come up with your own marketing strategy.

For example, if your business only wants to build one backlink per week, yet your direct competitors on page one of Google already have 70 thousand backlinks, your link building will drop in the ocean.

The fact is that some businesses, such as PLC companies, might have teams of people working on improving their marketing. So, you must be realistic with your marketing budget or available time.

Suppose the competition has 120 articles on page one of Google, supported by thousands of quality backlinks; then there is a tremendous amount of work to do. That business will most likely spend millions on its marketing. Therefore, you must be realistic about whether you have the marketing budget to compete with that business.

Therefore, a competitor analysis is needed because you need to weigh how strong the competitor’s SEO is. Also, you must determine whether you have the time or the budget to compete with these businesses. If you have the time or the budget, you must devise a marketing strategy based on competitor research.

For example, if all your competitors have a strong backlink profile, when you check their backlinks in Moz, you will also have to spend a lot of time building links.

Or if the competitor has a lot of evergreen content marketing, your business may need to write such work, too.

Why it’s essential to carry out an SEO competitive analysis

 

Keywords

You must determine which SEO keywords you will optimise your company website for.

For example, many businesses and start-up companies may start optimising for long tail keywords, as these are generally easier to get on the first page of Google.

Then, as the business improves its Google EEAT score, you can improve your SEO for the keywords, which will bring in more organic visitors.

However, because it takes a long time to get most businesses on page one for the main SEO keywords, a company usually starts optimising for long-tail keywords. Therefore, it’s a good idea to work out which keywords you are optimising your website for to plan the content marketing you will be writing.

 

Content marketing

The content marketing needs to have a high Google EEAT score. This means it needs to be well-written. The work needs to be written by an expert on that subject, so if you’re writing about, let’s say, something to offer legal advice, then a solicitor should help with drafting that article.

Then, you need to improve the page’s authority and build quality do-follow backlinks.

Then there’s also experience, so you need to work with the expert, said the solicitor, so that they can reflect their wealth of experience in the article. Google’s algorithms will know whether the person who wrote the article has experience with what they are talking about, that’s, real-world experience.

So, for example, a solicitor, if they have input writing the article, can often suggest case law to reinforce what they are saying. When they mention this case law, it will strengthen content marketing; Google algorithms will know that the person is an expert and highly experienced in what they are talking about.

Then there’s trustworthiness, so if you reinforce what you are saying with, let’s say, links to a news article or the author of a statistic, it shows that you have completed research. This makes the article more trustworthy. Therefore, Google’s algorithm is likely to rank the article higher on Google.

Good SEO agencies know it’s about improving a business’s Google EEAT score.

 

Backlink Analysis

We recommend using quality backlink-checking tools; there are some excellent ones a business can use. If you ask us to recommend a company, we recommend MOZ Pro. Then, you can check your competitor’s backlinks.

In your competitor analysis, work out how many backlinks your competitors have and the quality of those backlinks. This will give you an idea of how much work you must do to improve your business off-page SEO. For example, if the direct competitor has 10k good-quality backlinks, much work is needed to gain this number of quality links.

However, you will have to talk to your SEO agency about link velocity because you don’t want to build too many quality links too quickly. It’s far better to build quality links over a protracted timeframe.

 

Technical SEO

Also, work hard on improving the technical SEO, for example, making sure that Googlebot can crawl and index each page you want to be indexed. Add schema markup, and work with your web designers to improve page speed; make your company website as fast as possible, as this helps improve user experience.

You should conduct a competitor analysis regularly

So, a lot of businesses only undertake a competitor analysis right at the start of building a website and starting to improve their SEO.

However, large businesses and global businesses know that it is important to conduct competitor research regularly.

Because you don’t want to be overtaken by the competition suddenly because, let’s say, they are optimising their website for a keyword that you haven’t concentrated much effort on at your business.

What could happen is the competition, and then you could gain a competitive advantage if you don’t concentrate on improving the website for many different SEO keywords.

 

Major algorithm updates

After a significant Google core algorithm update, sometimes this is where businesses substantially alter where they rank in Google SERPs. So they may have been 1st the previous day, but now they have moved to 7th for the same keyword.

A business must understand why you don’t keep using the same SEO methods that have caused your business to slip down Google’s ranks.

So, you need to adjust and alter the marketing strategy to avoid repeating what’s causing the problem.

For example, you could build links that don’t have a high DA score, which could mean you slip down Google’s ranks.

So, instead, you might have a meeting with your link-building team and say we only now want to build backlinks with a high DA score of 75, for example.

So, after a core Google algorithm update, it’s essential to understand why the business may have moved down Google’s ranks. Then, adjust your marketing strategy accordingly.

 

How our agency can help

We are based in the heart of Bristol; if your business wants to improve its SEO, give us a ring.

 

 

Can on-page SEO alone lead to good search results?

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When I talk to many SEO agencies, they will say that on-page SEO is essential and more straightforward than improving off-page signals, such as building backlinks.

So why is it easier?

With backlinks, you need another business, a company with a website with high DA, to want to link to you. Now, other firms often don’t want to be related to another company. Usually, they only link to your work if you, say, a company that works with that other business or you offer such high quality, superior content marketing that they want to link, so a piece of market research your company carried.

So, we are trying to say that businesses and websites only link to another company and offer a valuable backlink if the work is very high quality or there is a commercial reason to link to you because they say to supply you with products.

So, building backlinks is hard work. Trust us when we say it’s hard work.

This is why so many businesses concentrate on improving their on-page SEO when they are strapped for time. On-page signals, such as good anchor text and internal links, are essential, but it will only take you so far.

If you are ready to start improving your on-page SEO, let’s begin:

 

 

First things first, what is on-page SEO?

So, on-page SEO involves improving the following:

–            Meta titles

–            Meta descriptions

–            Alt text

–            Using internal links

–            Well-written anchor text

–            Optimising the URL extensions

–            Writing good quality content marketing

–            Making sure each page has a high Google EEAT score

–            And much more

 

Revalance

The whole of on-page SEO is ensuring you optimise your website for specific SEO keywords.

To do this, you must improve the relevance of the page; you do this by writing high-quality content marketing. Each page should have a high Google EEAT score. Also, internal links should be used to spread link equity across the different pages.

Why is on-page SEO so important?

How Google’s algorithms work is that they are looking at placing businesses on page one of Google with high Google EEAT scores.

To do this, you must make the page relevant to what you sell, whether surfboards or rockets that you can put into orbit.

You must make the page relevant to your business’s product or service in Bristol. You do this by simply writing high-quality content marketing. Then, add the on-page SEO elements, such as writing a good meta description to improve the CTR.

 

Write good meta titles.

Let’s say in the glorious city of Bristol, you sell bikes, and you sell those nice fold-up bikes you can take on a train.

Now, your business offers next-day delivery; make sure you make this clear in your meta description.

As a well-written meta description can mean that you get more clicks, it will draw in the eye if you write an advantage of buying from your business. Whether this be next-day delivery, perhaps a brand of product, or maybe you could write something about a sale that you have at the moment at your business.

However, a well-written meta description can mean you obtain more clicks and, potentially, you could make more sales.

 

Urls

So, don’t change your primary domain name or URL extensions if you have an established website. The reason is that it can massively damage your SEO.

So, we are talking about here: if you’re a start-up business, the website is brand new. You can only write URL extensions to improve your business’s organic and local search engine optimisation.

But again, don’t change the URL extensions if you have an established business, as this will damage the SEO.

So use some keywords in the URL extension, and keep it concise; don’t over-optimise by writing too many keywords. Use hyphens to separate the works, such as /mountain-bikes.

 

Use internal links

Googlebot, the bot that Google uses to crawl and index every business website, uses links as the primary way to navigate the billions of company websites out there. Therefore, this is why, in terms of improving a business’s organic search engine optimisation, it is good to have good links leading to the site, plus internally, as this helps with Google’s job of crawling and indexing websites.

If you have a super powerful backlink, let’s say you run a fitness studio in Clifton, Bristol.

Let’s say you are recognised as running a fantastic gym, and let’s say Nike links to your gym; then you would have a tremendous, powerful backlink leading to a blog post. Then, a top SEO agency, like Digital Tailors, would want to spread that link equity over the main pages so that those pages rank higher in Google’s SERPs.

 

How do we do that?

We use internal links; internal links help shoppers visit more pages. They also have an SEO purpose of assisting the company in spreading link equity on different pages.

 

Alt text

Less critical, but worth doing, is adding alt text.

All alt text is the text that describes the photo.

So if it’s a man holding a fish, you write this into the alt text; it helps Googlebot and Google’s algorithm understand what the picture is about.

 

 

All this will only take  you so  far:

When you have perfected your on-page SEO, written many blog posts, and have good page titles, alt text, etc., you will spot that this may only take your business to page 7 of Google’s results.

So, there is still a tremendous amount of work to do.

So what’s next?

Well, this is the never-ending job of building quality do-follow and no-follow backlinks.

Why do we use the wording never-ending?

Well, simply because this work never ends, your direct competitors will always want that top place on Google. So, if you have 100 quality links, you can bet that a direct competitor will be working on getting 101 links, and it goes on and on.

If you look at some of the largest businesses in Britain and some of the biggest online retailers, they sometimes have over 30 thousand links. So this gives you an idea of why SEO is never-ending and why businesses are constantly working on improving the on-page and off-page ranking factors to ensure they can move up or hold that top position on Google.co.uk.

Come to one of the best agencies around.

SEO experts manage this business; some have 10 years of experience advising companies on improving their SEO.

Come to the SEO experts in Bristol and talk to the team at Digital Tailors.

On-page SEO- What is it? And how do you improve it?

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What Is On-Page SEO?

A business improving its SEO may not know what a meta description or Google EEAT means.
But do not fear.

We thought we would write a beginner’s guide explaining all you need to know about beginner’s guide out on-page SEO. Plus, we shall explain why it’s important and some things you should consider, like sipping on your espresso and writing the latest blog post on your MacBook Pro.

On-page SEO is crucial, as it tells Googlebot, which relays to Google’s algorithm what the page is about.

Therefore, the following need to be optimized in a white hat way:

  • The page title
  • The meta description
  • The alt text
  • The content marketing needs to have a high Google EEAT score
  • Internal links
  • H1 through to H6 tags
  • And much more.

Why exactly is on-page SEO important?

Googlebot crawls and indexes millions of pages every single day. These pages can range from businesses selling blenders to some companies selling luxury electric cars. Therefore, each page could easily have in excess sometimes of a thousand words of text.

How on earth, therefore, does Googlebot work where this page should be placed in the SERP’s?

The simple answer is to determine how strong the page’s Google EEAT score is.

Then, how good is the page-on-page SEO? For example, are there alt text, anchor text, and internal links, and how many incoming links from pages with high DA scores are there?

Then Google uses the two on-page and off-page ranking factors, such as backlinks and, say, page speed and many other ranking factors, to work out well; where should that page rank in Google’s index?

 

You must aim to improve your CTR.

You must also work hard to improve your business’s CTR.

For those that do not know, CTR stands for click-through rate. So, not only must the page have a high Google EEAT score, but you must also work on improving your company’s CTR. One of the ways of doing that is through spending a lot of time making sure you write meta titles and descriptions.

Write the meta descriptions in a way that’s likely to attract more clicks. For example, if you offer free next-day delivery across most of Bristol, include this in the meta description, as it could improve the CTR.

Work on improving dwell times and reducing bounce rates

Work hard also on reducing bounce rates. You can monitor your business’s bounce rate in your company’s Google Analytics account.

Remember that setting up a Google Analytics and a Google Search Console account is free. Therefore, set these up so they can give you information, such as how long the average visitor spends on your company’s homepage. If the bounce rate is high, you may wish to improve the design, improve the U.X and work on making your company website even faster.

Improve the U.X

Work hard on improving the U.X for your website. You could hire the best SEO agency in the world, but if the website is dated and difficult to use, you will have a high bounce rate. Therefore, the top SEO agencies globally now recognise that good search engine optimisation is about improving the website’s SEO ranking factors, such as building backlinks and having a good web design.

Work on improving the U.X.; therefore, use split testing to make gradual improvements and work to see if this reduces the bounce rate.
Google EEAT

Your business must publish blog posts, main pages, and evergreen content marketing with a high Google EEAT score. So what does this mean? In every piece of writing and content marketing, you must show that you’re an expert in what you write about, whether that’s a surfboard or a scented candle.

Google EEAT stands for experience, expertise, authoritativeness and trustworthiness, so the content marketing that your business produces must offer top-quality advice. For example, suppose you describe how to change the oil on a particular Mercedes model. In that case, you should work with a mechanic to write the article, as Google wants to see that you have worked with an expert to write an article which is well-written and offers the reader and shopper quality advice.

Come to one of the best agencies.

We have SEO consultants here at this agency who know everything there is to know about white-hat SEO. How can we say that?

Well, because some of our team have over 10 years experience. Therefore, if you run a business in the glorious city of Bristol, talk to one of our sales team today.