SEO GEO: 3 Key Pillars of Helpful Content for Google SEO with Amanda Walls, Cedarwood Digital

Amanda Walls is the founder and director of Cedarwood Digital – who were recently awarded the Best Small Integrated Agency in Europe & the UK 2025. They are a sort after global agency for SEO, PPC and Digital PR. In this episode, Amanda joins Chloe Thomas to break down the three pillars of helpful content for Google SEO. They explore how eCommerce brands can strengthen their product pages, category pages, and trust pages to improve rankings, build credibility, and convert more shoppers. Dive in: [06:12] SEO's Evolution: User-Centric Search [07:01] Google's Focus on User Intent [12:46] "Importance of Trust-Building Pages" [15:09] "About Us vs. Contact Us" [18:39] "Mid-Funnel Shopper Content Strategy" [20:24] "Audit Blogs: Value Over Volume" [24:11] Insider Tips from Amanda! First Pillar: Product Pages Product pages are the most important content on an eCommerce site. Many shoppers land directly on them from search when they already know what they want. Your job is to make the page answer every key question about the product. Include clear descriptions, specs, images, delivery details, and reviews. Avoid thin manufacturer copy and add helpful information your customers actually need. When product pages are detailed and trustworthy, they rank better and convert more visitors. Second Pillar: Category Pages Category pages help shoppers who are still exploring their options. They sit between the homepage and individual products and group related items together. These pages are perfect for broader searches such as product types, brands, or styles. Add short, helpful text that explains what the category includes and how to choose. Filters, clear navigation, and useful descriptions help users compare products easily. Well-optimised category pages capture research-stage traffic and guide shoppers deeper into your store. Third Pillar: Trust Pages (About, Contact, and Credibility) Trust pages prove that your business is real and reliable. Important examples include the About Us page and the Contact Us page. Many stores hide these pages in the footer, which makes them harder for users and Google to find. Instead, make them easy to access in the main navigation or header. Clearly show who you are, how customers can contact you, and why your store can be trusted. Strong trust pages improve SEO signals and increase customer confidence before they buy. Takeaways: Making your About Us and Contact Us pages visible builds real trust. They're not just SEO boxes to tick. Users need to find real people behind the brand if you want them to buy. Authenticity always wins. Helpful content isn’t about stuffing keywords. It’s about meeting what your customer actually needs at every stage – info, reassurance, easy navigation. Good for SEO, but great for building community. Don’t hide your story. Even if you’re camera-shy, showing your brand’s purpose, team or process on your site helps people connect. Connection is culture. It’s what turns browsers into loyal advocates. Cut the fluff on your blog. Every post should add value or reinforce your expertise. Content for content’s sake confuses both search engines and customers. Precision matters. Conversion and SEO are inseparable – user experience is at the core of both. If your site is designed for clarity and accessibility, you’re not just optimised for search; you’re building lasting trust. Find the notes here: **** Get all the links and resources we mention & join our email list at Love the show? Chloe would love your feedback - leave a review here: or reply to the episode Q&A on Spotify. Interested in being a Sponsor? go here: Advertising Inquiries: Privacy & Opt-Out:

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SEO GEO: 3 Key Pillars of Helpful Content for Google SEO with Amanda Walls, Cedarwood Digital is an episode from Keep Optimising by Chloe Thomas.

This episode is 32:28 long.

This episode was published on Mar 25, 2026.

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