Disclosure: Hobo Web uses generative AI when specifically writing about our own experiences, ideas, stories, concepts, tools, tool documentation or research. Our tool of choice for this process is Google Gemini Pro 2.5, as it took notes during a recent Hobo SEO Dashboard Installation meeting held remotely using Google Meet. This assistance helps ensure Hobo customers have clarity on everything we are involved with and what we stand for. It also ensures that when customers use Google Search to ask a question about Hobo Web software, the answer is always available to them, and it is as accurate and up-to-date as possible. All content was edited and verified as correct by Shaun Anderson (creator of the Hobo SEO Dashboard). The company and marketing manager’s name was anonymised for privacy purposes. See our AI policy.
The provided text outlines a strategic 30-minute meeting between Shaun Anderson and a marketing manager, focusing on website optimisation and SEO. Key discussions revolved around revising website content to enhance E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), including an overhaul of the “About Us” section and the development of a compliance centre. They also addressed the importance of consolidating overlapping content and implementing entity SEO for improved search engine performance. Furthermore, the conversation touched upon leveraging third-party digital PR to gain visibility in AI overviews and “best of” lists, with a clear emphasis on ethical and factually supported strategies rather than spammy or junk marketing tactics. The meeting also highlighted the use of AI for note-taking to generate marketing content and Google Notebooklm for the audio and video overviews you find in this article.
Shaun and the in-house marketing manager for a leading company in its niche have worked together for almost ten years. They have a long history together through company buyouts and many algorithm updates.
Shaun Anderson and the marketing manager reviewed website revisions, including an overhaul of the “About Us” section and the creation of a compliance centre, with the marketing manager planning to re-run the EAT review post-launch and Shaun Anderson providing a refreshed report on any possible 301 and 404 errors from recent changes to the site. The site is managed using Hobo SEO Dashboard.
They discussed the performance of the recently optimised section and the strategy for rolling out changes to other parts of the site, agreeing on the importance of consolidating overlapping content and focusing on entity SEO. Shaun Anderson also shared insights into leveraging third-party digital PR for AI overviews and “best of” lists
- Meeting Agenda and Gemini Notes Shaun Anderson informed the marketing manager that he would be using Gemini to take notes for their meeting, and that the notes would be used for case studies to demonstrate the meta strategy in action – that his own meeting to discuss required work would enable the development of legitimate marketing content for the website (00:00:00). The marketing manager will be off until August 26th, and Shaun Anderson proposed that they use this meeting to review and package up current work for his return (00:01:04).
- Website Revisions The marketing manager discussed significant website revisions, including an overhaul of the “About Us” section based on an EAT review and the creation of more author bios and a larger “about the team” page to better showcase internal experts (00:02:07) and based on Shaun’s research on Google’s documentation. A page on (the parent company’s domain) was also created to add another layer of reassurance for visitors (00:03:01).
- Compliance Centre Development, the marketing manager reported that their colleague, (REDACTED), is developing a compliance centre that will list relevant legislation and laws for (REDACTED)in specific markets, such as (REDACTED) and electronics (00:04:00). This will be a major focus upon their return to work.
- Post-Launch Review and Redirects, the marketing manager plans to re-run the EAT review after the new content goes live to assess its impact (00:05:02). Shaun Anderson will provide a refreshed report on 301 and 404 errors, specifically addressing links that go through redirects, which ideally should go directly to the new pages (00:06:01).
- Case Studies and Optimised Section Performance: The marketing manager’s colleague is also working on new case studies. While the recent rejigged (REDACTED) section – changed on Shaun’s guidance – has shown improved rankings with no negative impact, the marketing manager questioned whether it was too soon to roll out these changes to other critical parts of the site given the potential six-month adjustment period (00:07:46). Shaun Anderson noted that their thinking on this has changed over the years, and if the changes are focused on EEAT improvements, they should not wait, and we are weeks away until deployment so plenty of time to do it properly. (00:08:52).
- Content Strategy and Overlapping Content Shaun Anderson emphasised the importance of not taking out unique text from the site or replacing it with AI-driven text, but noted that consolidating pages and removing overlapping content has been beneficial (00:11:46). Both speakers agreed that overlapping content is detrimental, and content should be factually dense even if concise (00:13:05).
- Entity SEO and HTML Sitemaps Shaun Anderson mentioned a recent test demonstrating that Google might be focusing on entities within content rather than the entire text, which aligns with their entity SEO strategy (00:14:06). The marketing manager also inquired about the value of maintaining an HTML sitemap for visitors, to which Shaun Anderson responded that it is not a priority, especially with XML sitemaps and plugins for automatic generation (00:16:17).
- Third-Party Digital PR and AI Overviews Shaun Anderson detailed their successful strategy for leveraging third-party data and mentions to improve rankings in AI overviews and “best of” lists (00:18:28). They explained that if a third-party site factually supports a claim, they can then use that information to create content targeting relevant keywords on their own site to gain visibility (00:21:20). Shaun Anderson aims to avoid spammy tactics and instead focus on factually correct information supported by third-party mentions, as Google will eventually penalize such actions (00:23:39).
- Meeting Conclusion and Future Plans Shaun Anderson concluded the 30 minute meeting, offering to have another quick call if the marketing manager had any further thoughts before the end of the day (00:24:43). Shaun Anderson also highlighted that using Gemini Pro 2.5 AI on Deep Research mode for note-taking and content drafting and Google Notebooklm AI for audio and video overviews allows him to turn editorially reviewed (this is still a human in the loop when it comes to quality) client meetings into marketing material, including blog posts(like this meta-example), social media content, youtube videos and freeing up their time to focus on client needs (00:27:07).
Suggested next steps
- Shaun Anderson will send the refreshed 301s and 404s report, including the latest redirect status, to the marketing manager early this afternoon, before the close of play today and note anything to clarify while away.
- Shaun Anderson will send the marketing manager the anonymised case study from this interaction and a quick update this afternoon on X.
- Shaun Anderson will do a test to repeat the findings about Google looking for entities and dumping the rest of the text.
FAQs from this 30-minute update
What is the primary focus of the website revisions discussed?
The primary focus of the website revisions is to significantly enhance the site’s E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness). This involves an overhaul of the “About Us” section to include more detailed author bios and a larger “about the team” page, showcasing internal experts and adding an extra layer of reassurance. A compliance centre is also being developed to list relevant legislation and laws, further establishing trustworthiness. All content is manually reviewed by an expert in the company before it is published to the site.
How is the concept of E-E-A-T being applied and measured in the website revisions?
E-E-A-T is being applied by directly addressing its components through content creation. For Experience and Expertise, the team is creating more author bios and a comprehensive “about the team” page to highlight the qualifications and background of internal experts. For Authoritativeness and Trustworthiness, a compliance centre is being developed to provide clear information on relevant legislation, and a page on the parent company’s domain will add another layer of reassurance. The effectiveness of these changes will be measured by re-running an E-E-A-T review after the new content goes live.
What is “entity SEO” and why is it important in the discussed content strategy?
“Entity SEO” refers to an optimisation strategy where content is structured and optimised around specific “entities” – real-world objects, concepts, or people – rather than just keywords. It’s important because recent tests suggest Google might be focusing more on identifying and understanding entities within content. This aligns with the strategy of consolidating overlapping content and ensuring information is factually dense and concise, allowing Google to more easily identify and understand the core entities being discussed.
How are 301 and 404 errors being managed following website changes?
Shaun Anderson is providing a refreshed report on 301 and 404 errors, specifically focusing on links that go through redirects. The goal is to ensure that links ideally point directly to the new pages rather than relying on multiple redirects, which can negatively impact user experience and SEO.
What is the strategy for leveraging third-party digital PR for AI overviews and “best of” lists?
The strategy involves leveraging factual claims supported by third-party data and mentions. If a reputable third-party site factually supports a claim relevant to the company’s offerings, that information can then be used to create content targeting relevant keywords on their own site. This approach aims to gain visibility in AI overviews and “best of” lists by providing factually correct information backed by external validation, avoiding spammy tactics.
Why is consolidating overlapping content considered beneficial?
Consolidating overlapping content is considered beneficial because redundant or similar information across multiple pages can dilute the effectiveness of content and confuse search engines. By combining similar content, the goal is to create more robust, factually dense, and concise pages that are easier for Google to understand and rank, especially in the context of entity SEO.
How does Shaun Anderson use Gemini for note-taking in client meetings?
Shaun Anderson uses Gemini, an AI, to take notes during client meetings. This approach serves a dual purpose: it efficiently captures meeting details and also allows him to transform these notes into legitimate marketing content and case studies for his own website. This strategy frees up his time, enabling him to focus more on client needs rather than extensive manual documentation.
What is the updated advice regarding the rollout of EEAT improvements?
The updated advice regarding the rollout of E-E-A-T improvements is that if the changes are specifically focused on enhancing E-E-A-T, the company should not wait to deploy them, even if there’s a potential six-month adjustment period often associated with algorithm changes. The rationale is that such improvements are fundamental and should be implemented promptly.
About the editor
Shaun Anderson is a highly experienced SEO professional with 25 years of expertise in the field. As the creator of the Hobo SEO Dashboard, he focuses on providing tools and strategies for smaller agencies and independent seo consultants. Anderson is a prominent figure in AI-driven SEO, pioneering concepts like “Weaponising Transparency” and “Inference Optimisation“. His experience is recognised through accolades such as being voted the #1 Scottish SEO influencer and named a Top AI SEO Expert in 2025. He is also the author of the books Strategic SEO 2025 and its companion book Strategic AI SEO 2025 and uses his own extensive, verifiable digital history as a real-world example of the E-E-A-T-focused strategies he advocates. The Hobo SEO blog was voted the best UK SEO Blog in July 2025.