We used to start content projects with a word count map. Now we start with E-E-A-T evidence—because no brief fixes a site Google does not trust.
Our audit order
- Entity: consistent name, address, org schema where true, leadership pages that exist and load.
- Expertise: bylines, bios, methodology pages, dated updates on stats-heavy posts.
- Experience: case stories with specifics—numbers, tools, constraints—not “we help leaders.”
- Trust: reviews, third-party references, security/privacy pages aligned with product reality.
Deliverable
A gap list with owners: legal, brand, product marketing—not “SEO fixes meta.”
Where this breaks down
When the company will not name people. When every page is “AI-generated with love.”
Our read
Content's ceiling is credibility, not keyword count. We audit that first and spend the content budget where the trust gap actually is.