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7 posts
What is EEAT and How does E-E-A-T fit in a LLM world
David Quaid [7] recently made the case that the SEO industry has fundamentally misunderstood EEAT. He argues, quite rightly, that the E-E-A-T framework was never meant to be a page-level checklist of author bios and trust badges, but rather an entity-level signal of genuine reputation. He points out that mentioning expertise is not the same as demonstrating it, and that the whole framework only really has teeth inside the narrow confines of YMYL topics.
S-CTS and the End of the Programmatic SEO Delusion
Google's new Scalable Cluster Termination System (S-CTS) is actively hunting and destroying AI-generated spam networks. If your business model relies on generating 10,000 thin pages, your days are numbered.
The Death of FAQ Schema and the Inevitable Spam Cycle
Google has finally killed FAQ rich results. It is the classic cycle: feature introduced, exploited by the SEO industry, and subsequently destroyed. Here is why you should stop chasing the algorithm and start building an ecosystem.
Guidelines of How To Rank In Google
The SEO industry has a persistent problem: it conflates technical requirements with ranking factors, and both with web design best practices. A website can be poorly structured, have messy HTML, lack proper heading hierarchy, and still rank well in Google. Conversely, a beautifully designed, semantically perfect website can be seemingly lost. The distinction matters enormously because it determines where you should invest your effort.
Google Search I/O 2026: When Google Says SEO, Bing Shows What Search Is Becoming
Google’s Search I/O message is designed to reassure publishers that SEO still matters. Bing’s writing is more revealing: the search index is no longer just a system for ranking pages, it is becoming infrastructure for answers, citations, grounding and agentic decisions. The practical lesson is not to chase AEO theatre or machine-facing gimmicks, but to build content that can be crawled, trusted, extracted, cited and carried into an AI answer without losing its meaning.
Google's AI Optimisation Guide: The Funeral of AEO Theatre
Google's official AI Search guidance confirms that AI Overviews and AI Mode are grounded in core Search systems. Here is what matters, what does not, and why AEO theatre is not strategy.
HCU, thin content and the myth of word count
A few SEO arguments sound right because they are pointing at a real problem, but they still miss the thing sitting in the middle. HCU was not a word-count update, and short content is not automatically thin content. But that does not mean thin content is a myth, or that Google has no way to judge usefulness. The real issue is low-added-value content, the kind that has the shape of expertise, but none of the scar tissue.