So, whether your selling luxury soap, or a new long range EV car, it doesn’t matter, what does matter is the EEAT score is high.

The pages and blog posts that always rank high in the organic SERP’s, (search engine results pages) are the pages where it’s clear the author of that work is an expert on that product or service.

Therefore, the marketing agency that you hire, they must take the time to truly understand the products and services that you’re retailing.

Ryan has been helping businesses to generate more enquiries and sales for over 14 years. The agency now works with many local and national businesses. We offer a complete solution to your businesses online marketing requirements.

Therefore, whether its e-commerce, local or national SEO we can offer a solution for your business.

There is a multitude of benefits to businesses when they add high-quality articles to their websites.

The benefits are:

– Increased visibility in the organic SERP’s
– Improve organic rankings
– Attract more organic visitors

We are an agency with over 14 years of experience writing articles for businesses. We know what works and what doesn’t.

The work that brings in more customers is writing helpful buying guides and pages (like this work). This work needs to be helpful because of the Google Helpful Content Update.

Then, as part of the work, it needs to be made crystal clear your level of experience and expertise regarding the product or service you’re selling. This part of Google EEAT.

When you show in your written work especially, that you’re an expert on that particular product or service, Google will rank those pages higher in Google’s organic SERP’s.

Through Google’s Knowledge Graph, and Googles Knowledge Vault, Google’s algorithm will be able to pick up if you have a clear and in-depth understanding of the product or service you are writing about.

If you have, then this means that Google will trust that advice your writing about.

Whether it’s a new lager, or a washing machine, by adding valuable and helpful advice, Google will deem that work higher quality. Then when you write helpful advice for customers, this is when this work ranks higher on Google.

Therefore, at our agency, when we are writing any buying guides of articles, we always think about Google EEAT. Then we consider, have we made that work as helpful as possible?

Anybody can write blog posts that are quickly written and over say 500 words on any particular product or service. This work is often referred to as “content thin” in that it may be written quickly, plus doesn’t offer any particularly useful advice.

However, to write blog posts or articles that rank high on Google, well that’s a totally different matter.

The work which shows up high on Google, they are pages or posts which Google’s algorithms have deemed as the best answer to that question.

Now imagine that 10,000 other businesses have written an answer on that precisely same subject. Now you can begin to see the scale of the challenge, the work that ranks on first page of Google doesn’t need to be just good, it needs to be superb. For the work therefore to rank in the top organic results, and referenced by AI these answers need to very good.

This is key to writing articles that rank high in Google, you need to demonstrate E.E.A.T.

Which basically means, you need to prove clearly that you really know what you’re talking about. This means showing you have a high level of experience and expert in terms of what you are writing about. There are other aspects to it, such as the brands reputation and backlinks as well.

However, when writing blog posts, it’s crucial that you demonstrate that you have real experience and expertise in terms of what you are writing about.

It’s important when writing articles to carry out a lot of research. This means gathering relevant statistics, making sure that the answer is answered in the most comprehensive way possible. You should also inject your own experiences, for example, how you fixed a similar problem. This could be for example, a heating engineer, who explains what to do, when the pipes freeze in the middle of winter. This real-life expertise and experience of how to solve a problem is what is picked up by Google EEAT and makes that page or post rank higher on Google.

No agency should be offering a lot of content creation for a low fee. The real reason is content writing and research takes a lot of time to complete. The work needs to be of higher quality than the answers that already exist in Google’s organic results. These are what we refer to as the SERP’s. This means, that follow up questions need to be answered, plus the main question needs to be properly answered. This work often exceeds 2000 words, needs references, internal links and a lot of other on-page SEO.

Therefore, this work should not be rushed. If the work is deemed as low quality, what then happens is that it simply doesn’t get indexed. It simply doesn’t make its way in Google’s SERP’s.

It will have been “crawled but not indexed” which means Googlebot has read it, but doesn’t deem the quality high enough to warrant it being indexed and being in Google’s organic results.

This is why we always say writing “content thin” content marketing is a waste of time to write and publish. Google will deem such pages which do not offer helpful advice as “content thin” therefore will be crawled by not appear in Google’s organic results.

Once the content marketing has been written by a copywriter it then needs to be optimised by an SEO consultant. This means adding the on-page optimisation needs to be added to the page as well.

In terms of optimising for organic results, the work needs to be high quality. It needs to be helpful for the reader; we know this because of the Google Helpful

Content Update. This update by Google, rewarded businesses that published helpful guides and content marketing. Google’s algorithm also rewards work which is comprehensive, which is written in a way that both Google’s algorithm and the reader can understand. This means using pages titles, and splitting the text into manageable chunks of text.

Often agencies think of AEO and GEO as if we need to reinvent the wheel, however, we simply do not.

That’s because, if the content marketing is great quality, it has the potential to rank well in the organic SERP’s, plus be selected for use in AEO. When you rank high organically, then that page is also likely to be used by GEO.

For your business to be mentioned by Google AI, such as in the Google AI Overviews, this means that Google has deemed that as one of the best answers for that question. However, for that to happen Google’s AI and the algorithm needs to know that the answer will answer that question exactly. Therefore, when you write using a question-and-answer style of writing, this makes it easier for the LLMs and AI to extract an answer.

Also, we recommend writing content marketing that is to the point, with short and snappy sentences.

What this allows is for the AI to extract an answer, and provide a concise answer within the LLMs or for example within the Google AI Overviews.

Therefore, the page structure is important, in that you have to carefully consider page titles and how you are going to structure the page.

This makes it better for the reader as well, because they can skip to the section they want to read. But also, what it allows is, the algorithms, AI and LLMs to better understand the text as well.

We work with both e-commerce, as well as many local businesses to help improve organic search engine optimisation. As part of the on-going work with these clients, we need to publish content marketing. This could be buying guides, company news or simply better explaining some of the services the company offers.

This means that content marketing forms part of our monthly work for clients.

We then add on-page SEO; this could be internal links, alt text, through to meta descriptions.

All of this needs to be added to help the LLM’s and Google’s algorithm to understand what the page is about. We write all of our blog posts with Google EEAT in mind. If your business is within a YMYL business sector, it’s particularly important that all of the content marketing that’s published is accurate and also from time to time revisited to make changes.

Its important to keep your content marketing up to date, if you want it to rank high in Google’s organics results.

Part of SEO agencies job is not just to write content marketing, such as blog posts.

The agency also has to earn links, that is backlinks which are quality. These links can be do-follow or no-follow, yet when the business has a lot or relevant and quality links, this is when the organic rankings can start to get better.

For example, a blog post that has no backlinks may rank, lets say on page 3 of Google’s organic results. However, when that business developers a strong backlink profile, the “link juice” filters through the various different pages. When this happens, the blog posts receiving that link juice can improve where they rank.

For example, with a very strong backlink profile, with strong DA links, all the blog posts and main pages will rank better in Google’s SERP’s.

This is why many marketing agencies use digital PR to obtain links. These links, could then come from local newspapers for example. Lets say, a solicitors practice, completes a charity event, as a fundraising event. This may mean that a news article is published in local newspaper, therefore generating sometimes a backlink for that business.

It’s important that the advice contained within the content marketing is useful and helpful.

That advice also needs to be kept updated.

However, it’s also important to consider the U.X that’s the user experience that the page offers.

Now, this could be on a page-by-page basis.

But more often its to do with the general design of the website.

For example, does the web design offer a good user experience? Is the main menu simple to use, does it take shoppers to relevant products? Is the text easy to read.

Basically, is a website doesn’t offer a good U.X, say for example, the mobile version of the website is slow, then quite simply the bounce rate will be much higher.

However, the pages or blog posts, which offer helpful advice, plus offer a good user experience, i.e because they are fast, these pages will retain the shopper’s interest.

The shopper or visitor will be more engaged with reading the page if it offers helpful advice, this means they will spend longer reading the page. This is what SEO consultants refer to as the page having higher dwell times. If the page has high dwell times, this means that the author has been successful in retaining the shopper’s interest, and Google then normally ranks these pages higher in the SERP’s.

Its all well and good writing the best article in the world, but what if it can’t get indexed?

Therefore, when writing blog posts and articles, it’s important that the technical SEO is also configured correctly. For example, the XML sitemap and sitemap need to be set-up to help Googlebot to know which pages to index.

On the other hand, you may want to preserve your businesses crawl budget. This means instead of wasting your crawl budget, on having Googlebot crawl say the

WordPress login page, you can set up that page, in your robot.txt to no-index. This can help preserve your businesses crawl budget, so that the pages, such as blog posts get crawled and indexed instead.

When improving a businesses local SEO, part of this work, would mean publishing blog posts for shoppers in that local area. For example, your customers will often have questions they ask, therefore your article or blog section, allows you an opportunity to write those blog posts.

By answering the questions, that local shoppers ask, then you can attract more organic visitors.

For example, in regards, to mortgage broker, they may answer, via their blog questions customers in that area ask the company. When you provide the best possible answer to that question, you rank high in the organic results.

This helps you to attract more organic visitors.

As part of the work an SEO company completes, they often want to optimise the website for keywords which bring in the maximum number of shoppers. However, its also important to optimise the website for long tail keywords, this means that these long tail keywords may draw in less visitors. However, when you optimise the website for a lot of long tail keywords, this in itself can draw in a lot of shoppers.

Therefore, in regards to article writing, often, as part of the on-going on-page SEO, and content marketing, often it’s a good idea to optimise for long tail keywords.

Our agency has been very successful at writing articles which are informative “buying guides”.

These buying guides draw in a lot or organic visitors, and then answer commonly asked questions regarding the products or services the company sells.

The reason that these buying guides are so successful is the amount of effort our agency puts into writing these guides.

They are highly informative and useful.

These articles therefore have low bounce rates, plus high dwell times. Then our SEO consultants use internal links, or embed the product into the post. This therefore increases the CRO, that’s conversion rate optimisation.

The reason is, the buying guide often answers commonly asked questions, such as “how do I start the divorce process”. Then what we do, is use internal links, to take the visitor to a page where an solicitor who can help is mentioned.

Its really as simple as that, however, for the articles to rank high on Google in the first place, they need to be very high quality. The EEAT score needs to be high, plus if we are writing for a business which is deemed YMYL by Google, the advice needs to be accurate.

Our agency has 14 years’ experience of writing blog posts and buying guides for a wide range of companies. This ranges from large e-commerce clients, through to local companies. All the work we complete is white hat, written in accordance with Google’s Webmaster Guidelines. All the of the work also has a high EEAT score.

We therefore never use AI to generate our text, neither do we create “content thin” pages.

Businesses can write their own blog posts and many do just that. However, there needs to be “joined up thinking” by that we mean, the content marketing needs a purpose.

What questions will it address?

Also, there’s needs to be keyword research, combined with a “content calendar” to set out on the months ahead what’s being wrote about and why.

Then that work will need evaluating, for example, what’s the bounce rate like?

How high is the dwell time?

Is the work attracting backlinks.

You can use various SEO marketing tools for this; we recommend Moz Pro however there are many others. Also, Google over free marketing tools, such as Google Analytics, and Google Search Console. If you have say a WordPress website, and roughly 40% of websites are WordPress, well you can simply add a plugin, and then set up Google Search Console in a matter of minutes.

This way you start to gain insight into which keywords the website is ranking for.
So, the short answer is yes, businesses can create and write their own content marketing. However, we would encourage you (I know we are biased as we are a marketing company) however, we would encourage you to hire an SEO company.

The reason is, if you don’t have direction in terms of what work to create, you can become very busy and still get hardly any increase in sales.

However, with the right agency guiding you, you can create content marketing with high Google EEAT score. This could be for example “pillar content marketing”- then you can supplement the work with extra blog posts as time rolls on, through evaluation of the work, you can see which pages for example have the highest bounce rate. Then through A/B testing, or by simply improving the work, you can start to lower the bounce rate.

You don’t want to be creating “content thin” pages.

You most certainly don’t want to be adding AI text.

So, therefore, what you do want is to offer genuinely useful advice.

Whatever that advice might be, it could be how to get out of toothache, or how to patch up the flat roof in an emergency.

It doesn’t matter what you’re writing about the same SEO rules apply, write quality work, evaluate it and keep on improving it.

Then monitor the organic traffic, if its not what expected, keep enhancing the work until you get the visitor numbers and organic ranking that you want.

You don’t need to hire a copywriting agency, what we would recommend is hiring the best of the best in terms of SEO agencies. Then work with them to enhance all of the ranking factors.

This means making sure everything is enhanced, from the robot.txt, through to companies incoming backlinks.

I’ve been let down by agencies before – what makes your content different?

Just like no two builders are the same, neither are SEO businesses. Some like Walsh & Partners simply do a sterling job, some others cut corners.

Our marketing agency build some of the best backlinks, we write buying guides that go straight to number 1 position on Google.

We have also been offering our services for 14 years, which means, we know how to improve your technical SEO as well. We fix any broken links, causing 404-page errors, if pages need redirecting, we may sometimes advise to use 301 redirects. We can set up your XML sitemaps, we can recommend website hosting companies which are reliable and offer fast website hosting.

If the web design isn’t up to scratch, we can also offer to make recommendations.

What are some common SEO blog writing mistakes?

A lot of businesses make the mistake of publishing AI written content, content thin pages and also adding duplicated content. All will be deemed as spam or low quality.

If you want to receive well written articles, with high Google EEAT score, hire Walsh & Partners.

We are one of the best and most experienced SEO agencies in Cardiff. We work with businesses on a monthly basis to improve their local SEO. The agency is owned and run by Ryan Walsh who is known as one of the best in Wales. Call us on: 029 21 761777 and our team are here to help you.