Want Better Rankings? You Are What You E-E-A-T + Industry News and Insights
Field Tips is a biweekly email series bringing you the latest marketing trends and topics directly to your inbox. Covering everything from digital marketing and social media to content strategy and more, we curate the industry’s top stories and present them as easily digestible insights. The content contained within this post comes directly from our July 9, 2025 issue. If you’d like to receive Field Tips, subscribe to our email or on LinkedIn.
If there’s one thing that’s become really clear over the last few years, it’s this: algorithms may change and tactics may evolve, but good content will always be good for SEO. What’s changing now is how good gets defined.
Google’s latest updates are doubling down on credibility — specifically, content that shows real Experience, Expertise, Authoritativeness and Trustworthiness (EEAT). Here’s a closer look at what EEAT actually means:
- Experience: First-hand knowledge, not recycled takes
- Expertise: Demonstrated skill and subject depth
- Authoritativeness: Recognition from others in the field
- Trustworthiness: Clear sourcing, transparency and accuracy
In short, Google wants to reward content that feels real, not just optimized. So, how do you build stronger EEAT into your content?
- Add author bios with credentials and background
- Cite credible sources, data and external validation
- Use original perspectives (think case studies, examples or interviews)
- Regularly update outdated pages to maintain accuracy
- Highlight third-party reviews, awards or media mentions
Whether you’re writing blog posts, product pages or thought leadership, EEAT gives you a framework to prove your content deserves to rank. Need help turning your website into an EEAT-ing machine? Hit us up to get the conversation started.
Prime Day Sales Start Slow but Don’t Panic
WHAT’S HAPPENING. Amazon’s Prime Day 2025 just kicked off and runs through July 11, its longest version yet. But early sales are off to a slower start, down 14% in the first few hours. Experts aren’t too worried, though. Higher prices from new tariffs mean sellers aren’t discounting as much, and shoppers are being more careful with their money. Still, overall online sales for the week could hit a record $23.8 billion, with Amazon expected to bring in nearly $13 billion.
WHY IT MATTERS. For marketers, this shows that even huge shopping events like Prime Day are changing. Shoppers want real value, not just flashy deals. Brands that can clearly explain why their offer matters — and back it up with trust — will have the edge. With the event stretched over several days, there’s more room to connect with buyers who may be waiting to spend.
Google Search Console Adds Filter for Forum Insights
WHAT’S HAPPENING. Google Search Console just rolled out a new filter called “Discussion forums” in its Performance report. This lets website owners see how their forum content is performing in Google Search. If your site uses the right structured data to qualify for rich results, you can now track impressions, clicks, rankings, and click-through rates specifically for your forum pages. It’s a handy way to understand how your community-driven content is doing in search.
WHY IT MATTERS. As Google continues to highlight user-generated content like forums and discussions, being able to measure that traffic separately is super helpful. It means you can see what topics are resonating, which threads are getting attention and where to focus your content efforts. If you run a forum or have a community section on your site, this tool helps you optimize for better visibility and engagement.
U.S. Consumers Eye Brand Switches Amid Rising Prices
WHAT’S HAPPENING. As tariffs continue to drive up prices on everyday goods, many U.S. adults are considering switching to more affordable brands. A March 2025 survey by Collage Group found that nearly half of Gen Zers (46%) and Baby Boomers (45%) would opt for less expensive alternatives if tariffs cause further price increases. Additionally, 70% of U.S. adults believe tariffs impact the cost of their daily purchases, prompting shifts in shopping habits. Consumers are increasingly seeking value, with many prioritizing essential items and exploring generic or store-brand options.
WHY IT MATTERS. Shoppers are more sensitive to price than ever and loyalty can quickly shift when costs go up. Brands that clearly explain pricing and offer affordable choices are more likely to hang on to customers during uncertain times. A strong focus on value, transparency and flexibility in messaging helps keep trust high — even when wallets are tight.
More To Explore
We Used AI to Analyze 4,700 Top YouTube Ads: Here Are 3 Lessons We Learned
YouTube’s latest insights show that creators are reshaping marketing by blending authentic storytelling with AI tools —making brand content more engaging, more watchable and more effective. Learn how to tap into this creator-led strategy on Think with Google.
Tennessee Information Protection Act (TIPA): What to Know
Tennessee’s new privacy law, the Tennessee Information Protection Act (TIPA), is now live—meaning businesses over $25M in revenue that handle lots of consumer data must follow strict rules on data rights and protection. Read how to stay compliant on Osano.
Reddit Ripple Effect: Conversations Drive Confidence, Decisions & Performance
Reddit’s latest insights show that real conversations—especially those involving brands—fuel long-term engagement and drive purchase decisions, with 88% of users turning to Reddit for honest product research. Learn how to tap into this ripple effect on Reddit’s business blog.
TikTok Made Me Buy It: The Home & Living Edition
From dopamine decor to renter-friendly makeovers, TikTok is where home inspiration meets purchase intent. Ready to ride the #HomeTok wave? Download the full playbook for seasonal strategies and creative tips on TikTok’s business blog.
Relying Too Much On AI Is Backfiring For Businesses
Businesses leaning too hard on AI without a solid plan are hitting snags — like SEO missteps, bot overloads and content that misses the mark. Discover why balancing AI with human insight is key to success on Search Engine Journal.
About the Author
A prominent marketing strategist and nationally recognized thought leader, Grant A. Johnson is president and CEO of Responsory. He is a sought-after public speaker, direct marketing trainer, copywriter, award-winning author and the creator of Direct Branding℠, Responsory’s method for producing sure-fire measurable results.
