A few words from our Head of Search.
I’m Head of Search here at Ketchup Marketing, and one thing I tell every client is that Google doesn’t just look at keywords anymore. It looks at whether your content is written by someone who actually knows what they’re talking about, and whether people can trust it.
This is called E-E-A-T, and it stands for:
Experience
Have you actually done this, or used this product?
Expertise
Do you know your subject well?
Authoritativeness
Are you recognised as a go-to source in your field?
Trustworthiness
Can people rely on what you’re saying?
Google’s own reviewers – i.e., real people, not just the algorithms – use E-E-A-T to judge whether a page deserves to rank.
Your five-point strategy.
The good news is, you don’t need a marketing degree to improve those rankings. Here’s a simple, five-point strategy I’d recommend to any business or brand that wants to rank better.
Google favours content written from real, first-hand experience over content that just repeats what’s already out there.
What to do
Share your own results, photos, screenshots or case studies. Use phrases like “when we tried this” or “in our experience.” And avoid generic, copy/paste advice that could have been written by anyone.
Quick example
Instead of “regular exercise improves fitness,” write: “we tracked our team’s step count over three months, and saw energy levels rise by week two.”
Google favours content written from real, first-hand experience over content that just repeats what’s already out there.
What to do
Share your own results, photos, screenshots or case studies. Use phrases like “when we tried this” or “in our experience.” And avoid generic, copy/paste advice that could have been written by anyone.
Quick example
Instead of “regular exercise improves fitness,” write: “we tracked our team’s step count over three months, and saw energy levels rise by week two.”
Here’s the key to it all.
Good E-E-A-T content isn’t about gaming Google. It’s about proving, clearly and honestly, that you know your subject, you’ve done the work, and people can trust what you say.
Get these five points right and you’re giving Google exactly what it’s looking for, and giving your readers something genuinely useful too.
Got a challenge?
Great – let’s talk about it. We’d love to hear from you about what’s holding your business back. Then, we’ll recommend services that can help you overcome these issues. What are you waiting for?
Let’s get cracking.