Freelance Digital Marketing Consultant
Paul Mackenzie Ross 
The acronym E-E-A-T stands for Experience, Expertise, Authoritativeness, and Trustworthiness. It’s Google’s framework for evaluating the quality of a website’s content, and Google uses teams of people around the world as “Quality Raters”. Practical E-E-A-T is my way of helping you put it into practice. So E-E-A-T is the backbone of any manual analysis of … Read more
In digital marketing it’s easy to get involved in the latest trends and manifest these as marketing tactics. New concepts, platforms and algorithm updates do indeed surface fresh opportunities for your business and your website to innovate and grow. But before you jump on the bandwagon with the latest digital trends you need to contemplate the … Read more
[In a Harry Hill voice…] So which is better? SEO consultant or SEO company? There’s only one way to find out… FIGHT! I’m joking, this is a stress-free zone, so there’s no need for any untoward behaviour. The “SEO consultant vs SEO agency” question comes up in almost every first conversation I have with a … Read more
I still have a book from my primary school called “Words & Pictures”. In it are pages of a 5 year olds’ drawings and writing. By the age of 11 I’d won both a writing and an art competition for the school and got ourselves a mention in the Essex Chronicle. At 15 I’d completed … Read more
So WordPress SEO (Search Engine Optimisation) is what you’re looking for? Well, here’s some expert advice from someone who has worked on WordPress for over 20 years. WordPress was originally a blogging tool but it has evolved to become a genuine all-round CMS. Personally. I found it a little clunky back in 2003, with all … Read more
February 2025 was yet another month of interesting developments in the SEO world. Whilst we didn’t see any confirmed core updates from Google, there was plenty of volatility, some significant local search changes, and continued evolution in how AI is reshaping search results. If you’re managing a website or running a local business, understanding what … Read more
Now this is a well-worn subject, having to discuss the benefits of blogging for businesses. But this blog post is written from my own unique perspective in over twenty years of blog writing with commercial success. TL;DR Blogs Still Work: Blogging remains effective for businesses, even 20 years after it came about. Blogging Boosts Traffic: … Read more
Is Bluesky Good for Business? Some Quick Background If you’re a social media user, particularly of Twitter, now rebranded X, you must have previously seen mention of the Bluesky platform. Bluesky was an experimental spin-off from Twitter a few years back, a side project of then Twitter CEO Jack Dorsey to test new technology for … Read more
You’ve heard about robots.txt, but have you heard of llms.txt? LLMs.txt is an emerging “standard” file that’s been designed to optimise website content for large language models (LLMs). Much in the same way that robots.txt steers the web’s crawlers, so LLMS.txt has been designed to handle how LLMs crawl your site’s content. the new text … Read more
This morning I was reading a fascinating post about an alleged deterioration in the quality of Google Search. Titled Google Quality Issues: Part of an Intentional Strategy? the piece critiques Google’s search quality, particularly for certain financial queries. I won’t go into those now because my attention was caught at the very first piece of … Read more