Author: Ryan Walsh
Date: 30/03/2026

Across all of the guidance on how to improve a business’s search engine optimisation, there is a term that keeps cropping up time and time again.

That term is EEAT.

And many businesses now recognise the need to publish high-quality content marketing that demonstrates real experience, expertise, authority, and trustworthiness.

But how do you achieve this with e-commerce SEO?

How do you integrate it into a marketing strategy, where you are potentially selling over 1000 different product lines?

Well, don’t worry, we have you covered. This article dispenses our very best advice, having direct hands-on experience of working with large e-commerce stores.

 

First things first, what does Google EEAT actually mean?

The internet is awash with AI written content, and what you have to appreciate and understand is that this work is not original.

The LLM’s will have read work, okay they may rewrite the sentence structures, but how original can the work be if the AI has never really experienced the real world?

Therefore, it’s important with your e-commerce SEO, to stand out.

Often you will be retailing products that potentially hundreds of other retailers are also retailing.

Therefore, you have to give valid reasons why Google should rank your e-commerce business in the organic results on the first page?

Or why they should cite you as a mention in the LLM’s?

Or why you should appear a direct answer to a question in the Google AI Overviews- why should business be quoted and ranked high?

This is especially not going to happen if, for example your whole e-commerce website has been covered in duplicated content has directly been copy and pasted from the manufacturer’s websites.

Therefore, to improve EEAT you need to:

Nice product description, that’s unique and the product specifications are accurate

Google is incredibly clever; it impresses us at our SEO agency as to how clever the algorithm is.

Therefore, its possible on a generic product to cross the facts, your selling a new smartphone, a really nice Samsung Galaxy.

Well, if the product specs are not right, then your page could rank lower, therefore accurate product specs are important.

However, that doesn’t mean copy and pasting the product description, just the actual specs such as the processor speed.

 

Unique description written by an expert

If you have an expert within your business, they will be able to see instantly what makes the phone so good. Isit a new processor, new type of glass or perhaps new enhanced camera with improved resolution.

An expert within your business will be able to write a unique description of a phone, in a way where a shopper will be more persuaded to purchase from you.

 

Authority

Backlinks and business brand mentions are now super important. Take for example the example of brand-new Samsung smartphone, this could be retailer nationally by say hundreds of different independent retailers, what makes your website stand out?

Often its due to backlinks, brand mentions, and your company being well known by Google’s Knowledge Graph and the semantic web.

In a nutshell, you need more quality links, and brand mentions on influential websites.

 

Show off your expertise

Perhaps you have a really good expert within your company, what happen is as there name is mentioned in a bio, on say the blog, that person can become well known as an expert on say smartphones.

Then they could have a YouTube channel, they could write the articles, they could have their own opinion and name cited next to their own personal opinion on a new phone.

This means that the semantic web, the Google Knowledge Graph and also Google algorithm will start to know that person as an expert in that particular area.

 

Genuine customer satisfaction with a product

Google is just really good at knowing if a review is real or if it’s fake.

Therefore, if you have a facility on your website, where customers can prove they have bought a product, and can leave a genuine review, this can help to improve Google’s trust in your company website, and the advice it provides.

 

What are some of the problems you frequently encounter in regards to E-commerce SEO?

Duplicate content, content thin, pages that lack information

We would say that one of the most common problems with e-commerce SEO is simple, that is lack of time and effort put into the main product pages.

Often, web developers are just tasked with lifting product descriptions from the manufacturer’s website, then just pasting them on the client’s website.

 

This is not a good e-commerce SEO strategy.

In matter of fact, it’s one that’s destined to fail miserably.

The reason is simple, the content is identical, its duplicated, so why would Google deem that page as something that’s worth ranking on page one of Google?

Google’s algorithm will always know who manufactures the product, therefore the website with duplicated content marketing, of product pages, will always rank below the main manufacturer, if the description is duplicated.

The duplicated content, what this is shows and demonstrates that the page low quality in terms of SEO.

Its therefore going to rank low.

Instead, time and effort need to be put into the page, to manually write the product descriptions and pages.

 

Inconsistent specs and product information

Some marketing experts believe that Google cross checks product specs, and key information such dimensions.

If your business is stating specs which are different, an anomaly to many other websites, that page may not rank as well. Because it could be considered the information is not accurate.

Fake reviews on Google Business and other websites do not work

A lot of businesses purchase fake reviews, this doesn’t help improve your businesses e-commerce SEO, in matter of fact it could damage it.

Google won’t trust the reviews, because they know that the product reviews are fake.

Therefore, these damages the trustworthiness of the business, and the e-commerce SEO

 

Thin content marketing

This is a major problem with e-commerce optimisation of products

That is, that the content marketing needs to be high quality.

If the pages are content thin, written by AI or just lack helpful information, is a sign that the page is low quality.

It therefore will never rank as high as a page that has high Google EEAT score.

 

How do satisfy the “Experience aspect of Google EEAT”?

Bespoke

Whether it be a person reviewing the product and explaining its many benefits in a video

Perhaps it’s a product review written by a client, and you could like back to their website.

Perhaps its just a really well written product description.

Perhaps you’ve addressed many FAQ questions on the page

Perhaps you’ve offered a good U.X, which really answers any questions that the customer has. as well as that you have bullet pointed the benefits of the products, there’s no duplicated issues.

 

How do we demonstrate expertise another key part of Google EEAT?

Authorship

Google has for a long time used Google Knowledge Graph to build a understanding of a brand a business.

If there’s a team, or just one person that is deeply passionate about what there selling, and what they promoting this work can be crawled and indexed by Google.

Perhaps it blogs post written once a week, perhaps its superior product descriptions.

Perhaps its helpful schema, that is deeply passionate about what they’re selling, and what they’re promoting,AQ written on every single product page?

You go the extra mile, you implement quality work, and Google algorithm will reward you.

 

Insights and being different

Don’t be a sheep.

Don’t copy and paste product descriptions, show that you understand the product and the customer.

By this we mean answer their common concerns in an FAQ format.
Also write content marketing that simply answer their questions, this way the dwell time on each page can be increased.

 

Bounce rates can be lowered.

Over time Google sees that your offering quality information about the products you’re selling. Your holding the shopper’s interest, perhaps there reading many more pages than the direct competitions. By offering a really good U.X and really good information, you’re helping to improve the E-commerce SEO.

 

Going the extra mile

Do go the extra mile, you will be rewarded for it, it might be a slow process, you might got gain the extra sales for some time, but get it right and it will pay off eventuality.

For example, if your all competitions are selling the same brand washing machines, with same product description, what makes your page standout?

Perhaps a custom written product description, and then go the extra mile, on each washing machine add a 3-minute video, with someone explaining the benefits of that washing machine.

Perhaps you can add items during the wash? Perhaps its extremely energy efficient? Perhaps its core components such as the Samsung motors come with a really long 10 year guarantee period?

If this is explained in embedded YouTube video, the customer will be more encouraged to purchase from you. They will be more inclined to stay the page longer, as the sales assistant explains the benefits of the product. The dwell time will be much high, the bounce rate lower, and as you improve on this across multiple product pages, you will start to rank higher and higher across the board.

 

Genuine customer reviews

If you put fake review on your website Google will often know.

If the business reviews are fake on Google Business account, well Google will most definitely know.

This will damage the e-commerce SEO.

Only add real reviews, perhaps your business-to-business company?

Why not gain a real review from a customer, who is a director or a manager at the business. Then link directly to the customer website, even better that person’s staff profile, this just shows that the review of the product, is much more likely to be real.

Showing that really know your stuff

Your company blog, your product pages, they should just treat as pages where you need to add a 300-word product description.

Instead, think about the product pages completely differently, use the pages as an opportunity to show why you are expert on that service or product you’re offering.

 

Write a high word count.

Perhaps add more FAQ questions that your competitors.

How do we improve the authoritativeness aspect of our e-commerce SEO?

 

Digital PR

If your brand and company mentioned positively in newspapers, and websites related to your business, this can help to improve your authoritative.

Thought leadership

If you write white papers, market research, this can be quoted and cited by other businesses.

 

Professional qualifications

If you have staff pages, with links to their professional qualifications, such as being a member of Institute of Marketing, this can help improve the EEAT score of the page.

 

Citations

If your brand is cited by leading resources, then this can help improve the SEO.

Backlinks
Backlinks, that is high quality links, from quality websites which are relevant, then these help to improve your Google EEAT score.

How do we improve the trustworthiness aspect of Google EEAT?

Accurate product specs

It’s important to take the time, make sure all the product specifications are accurate.

Googlebot crawls and indexes all of product information.

It’s important therefore that key product information is accurate.

Reviews

Gain positive reviews both off-page and on-page, this can help the shopper to trust the business even more.

It can also help the search engines to trust the company as well.

For example, if on your Google Business you have a really good amount of business reviews, this can massively help improve Google’s trust in a business.

Company contacts details, including address

It’s important to have contact details, such as NAP information clearly written on your e-commerce website.

This NAP information, such as where your company warehouse or office, or high-street shop is based, this should be able to be crawled and indexed by Googlebot.

Trustworthy advice

The advice must be trustworthy, so therefore the copywriter who’s writing the blog posts, as well as also the product descriptions, the advice must be really, really good.

What we always advise our clients is simple.

Don’t write tons and tons of content marketing.

Instead write few articles, but make the work higher quality.

 

Shows signs of stability

What we mean by this is rather simple, you can instantly see that not much effort sometimes has been made to an e-commerce websites design.

However, if you put in a lot of effort, you can improve the U.X of the website.

Plus, also at the same time, when you write a lot of articles, and put a lot of effort into the design this in itself can made a customer trust your business more.

 

Would you like to hire our team to improve your E-commerce SEO

We have some of the U.K’s best SEO minds working for us.

Whether its local or e-commerce SEO we can help your business.

E-commerce SEO starts from 2k per month, rising depending on the level of competition.

 

Please call us for more information.