I've been doing this for 12 years.

The long version

I started building authority sites before "E-E-A-T" was in the vocabulary. Back then it was simpler on the surface — good content, earn links, rank. The algorithm has gotten smarter since. The fundamentals haven't.

Over the last 12 years I've built and ranked sites in local service, affiliate, e-commerce, newsletters, creator brands, and SaaS. I've watched every major Google update — Panda, Penguin, Medic, the 2023 HCU — and I've had to adapt the system each time. What remains consistent is the underlying logic: demonstrate real expertise, earn real trust, build real authority. The tactics that deliver that shift. The strategy doesn't.

The system I use and teach is built on E-E-A-T principles. Every page has a job. Every piece of content earns its place in the architecture. Schema is wired correctly from day one. Internal linking is designed — not an afterthought. And every site is built to be a durable asset, not a short-term traffic play.

I work with a small number of clients at a time — through Done-For-You builds, SEO audits, and 1:1 coaching. I also document the system in The Playbook, my training program for founders and content leads who want to build this capability in-house.

What I believe

• — Authority is earned at the site level, not the page level. One great page on a weak site doesn't rank. The architecture matters.
• — E-E-A-T is a framework for thinking about quality, not a checklist. You can't fake experience. The answer is to document real experience.
• — Most sites fail because they optimise for volume, not for depth. Ten great pages beat a hundred thin ones.
• — The best time to do schema correctly is before you launch. The second-best time is now.
• — Organic search is a durable asset. Paid traffic is a lease. I build assets.