What EAT actually means for your website (and why it matters more than SEO)

For anyone who’d rather read than watch, here’s the full conversation.

Click to read the full transcript Tejas: Hello from the heart of Chiswick, where we have crept into the studios of No Stairway Creative for quite a special podcast. I don’t know anybody who’s got as many five-star reviews as my guest here, Theo Ruby Marketing. I think they’re almost approaching 75, so there’s lots to learn from Theo. Theo, let me start just by asking: if you met someone at a bus stop and they said, “What do you do?” and the bus was about to arrive and leave, and you had 20 seconds, how do you define what you do and what your business is about?

Theo: I simplify the process of building a business online. So I create websites, I do SEO, and I kind of handhold people into growing an online business. Predominantly it’s local businesses, but then I also moved into therapists as well. It’s just about giving you that presence and the confidence online.

Tejas: Yeah, therapist is quite a niche. How did you get into doing websites for so many therapists?

Theo: It was weird. So I started nine years ago, and basically I was running a co-working event and there was a psychotherapist that was there. We became really good friends, and then she just started passing me over to everyone that she knew. Then I started working for a community of 5,000 therapists, and it’s just literally snowballed since then. Maybe 300, 350 therapists.

Tejas: Wow. And then tell us about the other websites you do. Just for disclosure, you’ve done my websites, you’ve done a lot of local websites too. What’s the key thing you look for when you build a website? Do you have to get to know the client really well? Is there a structure you use?

Theo: I think a lot of people use templates and everything seems a bit cold and a bit repeatable, whereas with these I get to understand the client, see what their voice is like, what their energy is like, and try to put that into the site. So the colours that work for them, the kind of messaging, the photos, and building out something that’s more true to them rather than just a template.

Tejas: I keep hearing every now and again people say, “Oh, websites are dead these days, they’re not really what they were.” Any truth in that? What’s all that about?

Theo: I think with social media you kind of shout into the void, whereas the website you own. So your email list and your website really help you to capture your audience. If you’re on Instagram or Facebook, you’re just going to get lost in the noise. So it’s the best way to actually showcase what you do and encourage people to book with you.

Tejas: And perhaps I’m a new business owner in West London and I come to you and say, “Look, I don’t know much about websites. I’ve heard you’re good, you’ve got five-star reviews, but what should I be looking to do with my website? What are the key things that someone like you would deliver for someone who needs a website from scratch and has never had any experience of doing one before?”

Theo: I think really it’s about a simple showcase site, maybe four or five pages to start. It’s important to have different pages and not just one scrolling page, and also to include a video and some good photos of yourself. And make sure that you don’t just use AI and create generic content. It’s got to be something that sounds like you, shows your experience. For you, obviously twenty years at Sky, that has to really sing through and become a cornerstone of your website.

Tejas: And I think even with SEO, you hear a lot that SEO is dead, or maybe it’s moving into something else, and we’ll come on to that in a moment. But for anyone who doesn’t know, what is SEO? What’s the power of SEO, and how easy is it to do, or what goes on behind it when you help people?

Theo: SEO is about being found on Google and other search engines, but it’s really about finding the words that your clients are typing in. So if they’re looking for a marketer, a therapist, or a local consultant, you make sure the site is set up in a way that Google can understand and that the user can understand. The most important thing is: if it’s right for your potential client, then it’s right for Google. So there’s no magic or dark arts to it, just making it easy to understand, clear, and using the right words for your client.

Tejas: And really that’s the base. I think for a lot of people, if they’re found on Google and found online, they get the business. Is it just as simple as that?

Theo: There’s obviously more that goes into it, but from a basic level, I use WordPress, and for every single page you say: this is the focus, this is the title, this is the description, and then you just make it really clear. You don’t hide anything, you include the right kind of words, you include images that have those words in them, and you do that for every page. You do more than most people just by doing that.

Tejas: I mean, you can’t move these days for hearing about AI and its impact on your life and your business. How has AI impacted you personally, and also how has it impacted business owners, and what advice would you give there?

Theo: I think you touched on it a moment ago. I openly use Claude every day, continuously. I’ve got Claude Code running in the background of everything I do. But I still think there are limitations, and some people trust it too much. They’ll use ChatGPT and create content, pictures, images without putting their own input in it, and they won’t check it. The most important thing is it’s a tool, and you should always use it strategically. Put more detail in, ask it to create a prompt, ask it to ask you the right kind of questions, and never trust what it gives you outright. It’s always a starting point and then you build on it.

Tejas: Oh yeah, I mean it’s fascinating. So you’re saying don’t rely on it for everything, but it’s a useful tool to make you stand out if you’re using it in the right way. Is that correct?

Theo: Yeah. And also, when people are creating blogs, there’s about ten times the amount of content being created at the moment, but a lot of it is actually worthless because it’s just generic ChatGPT content being churned out. So it really is a case of putting your own thought into it and not trusting whatever it gives you. I’m actually running some events throughout the year on how to use AI practically. It’s about getting the most from it and not devaluing your brand.

Tejas: Yeah, you’re running events. This podcast will go out in the middle of June, but just tell us about some of the events you’ve done recently and the ones coming up that people might be able to find and go on.

Theo: So there’s one I’m doing on the 11th of June. It’s about how to make your website visible. I’m working with someone called Jane Travis, who’s a major influencer in the therapy space, and it’s about the practical ways you can use AI in your marketing, for your website, your content, your email list. That one’s quite powerful, we’ve already got 100 people booked. And then I’ve got events with Chiswick Business Network at the cinema. I also do some for the UK College of Hypnotherapy, and I’m doing events for Hammersmith Business Connects as well.

Tejas: Brilliant. And so we’ll come on to those networks, I know you’re really deeply involved. So, Theo Ruby Marketing, what kind of marketing range is it? Is it a bit of social media? Is it just website-related? Is it a bit of everything, website hosting? Just tell us about the range of services you offer, and maybe what you don’t offer.

Theo: Okay, so right now I only offer websites, SEO, and then maintenance. And then I do a little bit of consultancy around digital marketing, but it’s really about building an online presence and dealing with that. I don’t touch social media or ads, but I work with other people. I think the power of being in West London is there are so many good partners you can make, so I’m part of the groups, part of the networks, and I outsource work to them or signpost people to them.

Tejas: Brilliant. And look, I keep reading that it’s not about SEO anymore, forget SEO, it’s all about EAT, which sounds a little bit like my A-level results. What is EAT, and what do people need to know about it? Is it something you look after, that people should be aware of?

Theo: I actually built a tool that audits the site and tells you how trustworthy your site is. So it’s basically the experience, the authoritativeness, and the trust of your website. What it basically means is: are you who you say you are? Does the language on your website match your credibility, your experience? There’s a lot of checks you can do, and basically Google can now see straight away if you’re authentic or not. Using my tool, you can find out a score, see the top ten things you can do to improve it, and then build on the trust of your website.

Tejas: And that’s something they can do for free, can’t they, check on your website. So EAT, what were the two E’s again? Remind me, sorry.

Theo: Experience, authority, and trust are the main three.

Tejas: Okay, fine. So you’ve got to, if Google looks at that and sees how good you are at those things, it sees whether it recommends you better than others. Is that kind of what it is?

Theo: Yeah, exactly. And also now there’s something else called Y-M-Y-L, your money, your life. So if you’re in finance, accounting, therapy, anything where someone’s putting in money that affects their health or their life, you go under more scrutiny, and there are more checks basically.

Tejas: And a quick one, I think you’re offering a free SEO audit. Just tell us what that is and who it’s for.

Theo: Any West London business or any therapist, I’m happy to audit their website, give them a report and some recommendations. Normally it’s a case of: are you talking to the client, are you using the right kind of words, but the tool does most of the heavy lifting. So I do the audit, give you a free half-hour chat, and point you in the right direction.

Tejas: And who are the kind of people you’re looking to work with, or that match more with you? You’re obviously in West London, close to Ealing, close to Brentford, these kind of areas, but what are the kind of people that often come to you because they want your services?

Theo: Locally around Chiswick and Ealing, it’s normally coaches, consultants, businesses that have been running for a couple of years. Either they’ve already had a website and want to rebuild it, or some marketing hasn’t quite worked for them and they want a bit of an uplift. And then if I go a bit further out to Hammersmith, it’s more pre-starts, so a mix of new and established businesses.

Tejas: Yeah, fascinating. You are involved in a lot of networks, I think you’re part of West London Chamber, you’re also part of Chiswick Business Network doing stuff for there, part of the Business Beanstalk, Ealing Business Network. Let’s start with the Business Beanstalk. What is that all about, and why are you involved?

Theo: I think, like yourself, networking is really powerful. Word of mouth, and people actually knowing, liking, and trusting you makes a huge difference. So the Beanstalk is a group of 20 small businesses, we meet up every other week, we chat, we connect, and we try to help each other. I think it’s one of the most powerful things to keep, like, a supportive network. It helps me to be motivated and to come in every couple of weeks and really check in with people. I’ve learned a lot from you over the past year, just you being there, being active, and being a contributing member.

Tejas: Yeah, I think sometimes when you’re a micro business like ours and you don’t work with anybody else, it can be quite a lonely place. Having that network of 20 people you meet regularly is really good, and we do refer work as well. If I know somebody who needs your services, and vice versa, that works quite nicely too, and it’s quite a nice community. What about Chiswick Business Network and the other networks you’re involved in? Why are you involved with those, and what are the benefits for people who want to take part, come to events?

Theo: Okay, so Ealing Business Network I started because I was running co-working events, and then I managed to get a thousand people signed up to a Facebook group, and they were actually asking for a directory. So I built a business directory, and that took off before COVID, and then as lockdown hit, it really skyrocketed. Now there’s about 2,000 on Facebook and about 500 on the website.

Tejas: Oh wow, that’s a big community there.

Theo: Yeah, and then they’re asking questions, there are partners coming in, it’s growing quite steadily, but it’s nothing like Genie’s Chiswick Business Network. So I’m actually working with Genie to help improve her community and build a website for that as well.

Tejas: That’s Genie Shapiro, who runs Chiswick Business Network, which runs regular social events.

Theo: Exactly.

Tejas: And one of those is the last Wednesday of the month, though it’s taking a break over the summer. The last Wednesday of the month is something called, at the Chiswick Cinema, “Co-Work and Network.” Do you want to explain that to anybody who wants to come along? It’s free to attend.

Theo: Yeah, so that’s a clinic, you drop in from 11 till 3. You can bring a laptop, network with people. It’s really a chance to either socialise, get some advice, or do a bit of networking. People like the West London Chamber join, we get quite a lot of regulars now, which is nice. It’s normally 20 regulars, 10 new people, and it’s just a really nice afternoon.

Tejas: Sort of clinics to get expertise, a chance to network, a chance to have a coffee, air conditioning. Final question then, I guess: someone new to business in West London, they’ve just moved here, perhaps started their own business, what advice would you give them, as someone approaching nearly 100 five-star reviews? What advice would you give about getting involved in some of these networks, how do they find them, do they just turn up?

Theo: Well, the first thing you mentioned is reviews, so that’s Google Business, which is a huge trust factor. When you’re starting a business, if you can launch on Google Business, make sure you have the right data and start to get client reviews. And then also think about the networking side, where you can go to meet the right kind of people, where your clients are going to be. You network probably more than anyone else I know, there are so many groups around West London, we’re quite lucky. I came from Southeast London and there’s nowhere near the amount of opportunities there. So it’s just: get out, find your voice locally, and meet the right kind of people.

Tejas: I think you’re right. There’s the Chambers, the Business Beanstalk, Chiswick Business Network. In fact, the building we’re in now, Chiswick Works, they do regular events too, even including the company that hosts us here in the podcast studio. And I think with people like me and yourself, people are doing business with that individual, so they want to know them, they want that connection in person, they want to see that they trust you, that other people know you well, and then they feel more assured. Look, we’ve come to the end of our podcast. Anything else I’ve forgotten? This isn’t my area of expertise, what have I forgotten in the world of Theo Ruby Marketing that people should know?

Theo: I think really, word of mouth and building trust is more valuable than anything else. It beats any work on your website, any other kind of advertising. Build up your network locally and you’ll save a lot in time and energy on marketing.

Tejas: So people are investing really to get bigger ROIs, that’s effectively what it is, isn’t it?

Theo: Yeah, but it’s just about going out and being found, being visible.

Tejas: Brilliant, I like that, going out, being found, being visible. That’s a nice place to end. I do have some quickfire questions, I haven’t told you about any of these. I’m going to make them up off the top of my head.

Theo: Okay, cool.

Tejas: If I’ve got a new website and I need to do SEO, what’s the one single thing I can do to make the biggest impact in a few minutes?

Theo: Download the Google Site Kit plugin and the Rank Math plugin, they do most of the work for you, will guide you through.

Tejas: I’ve heard about paying for hosting, what’s all that about? What am I paying people to host?

Theo: So when you’re using WordPress, you need to pay for a server, it costs around £10 a month. If you want mine, it comes with Elementor Pro, so it comes with extra licences included, but it keeps the website online. It’s like the computer that runs everything for you.

Tejas: I’ve got marketing quotes that range from thousands of pounds a month to something like 200 pounds a month. What do you offer, what’s it cost me if I went with you?

Theo: I’m not the cheapest, but because I’m independent, I’m in the more affordable range. Everything starts at about £75 an hour, so I’d say probably around £300 a month is a starting point.

Tejas: And do you have monthly packages for SEO that you can sign up for, three, six, twelve months, or is it all hourly work?

Theo: So I don’t actually do monthly. I do one-off projects and then reviews. I think for most businesses, doing month-to-month doesn’t actually add as much value. You do an initial project, check in six months later, and then review and refine it.

Tejas: If I hire The Ruby, will you be on the end of a phone if I need anything, or are you one of these people who limits the time and you’re dealing with someone maybe abroad?

Theo: Well, mostly it’s by email. Phone is good, but WhatsApp after hours isn’t as good. Generally I’m there probably five, six days a week.

Tejas: And finally, if I’m on a train and I want something to read or watch on YouTube, can you point me to some resources about websites and SEO, maybe your own, maybe someone else’s, that I definitely should look at before I spend a penny of my money?

Theo: So the person that inspired me was Neil Patel, and the idea was he gave a lot of free, valuable content. So I built out something called the Bitesize Marketing Guides. There are 130, 140 resources, videos, podcasts, text, downloads, and it’s all based on the same principle Neil Patel has: give as much as you can for free, and then see what comes back.

Tejas: Fantastic. Thanks a lot, Theo. I’m just wondering, of all the stuff we’ve learned there: experience, authority, trust, I now know what EAT stands for. So that’s Theo Ruby. As you heard there, marketing is something to be taken seriously, it’s not something that’s going to fade away. We also got some really great advice on AI and how to use that. But if you want to find Theo Ruby’s services on websites and marketing, his link or an email will be below this podcast in the comments. Theo, let me just give you the last word to camera. Do you want to say any final message to people who are thinking about taking your services or considering marketing? What should they think about, what’s the one thing they should remember from our chat today?

Theo: It’s about building trust. So look at your Google Business, think about how you come across locally, and to be fair, always go out and get three quotes. You’ll find the right person for you by testing the water and seeing who resonates with you.

Tejas: Can’t say anything better than that. Thank you for listening, and thank you Theo Ruby from Theo Ruby Marketing.

Theo: Thank you. Thank you, Tejas.