I've just given a talk at #IntegratedLive in front of a packed-out room, sharing 5 content marketing trends to avoid in your strategies. One of my points was that there is very little point in creating clone content, stuffed to the brim with keywords. 

The important thing is to create content with people in mind, not search engines.

Google's reports agree with this verdict. I shared Google's original SEO Rating Quality Guide in November of last year, and it was updated this March. The update makes it even clearer that websites should be filled with expert-led content on the sector it is focused on.

According to the document, the main factors to having your website get a high quality rating are having well-thought out pages with clear information as to who is responsible for the content, and, most importantly, E-A-T:

The amount of expertise, authoritativeness, and trustworthiness (E-A-T) that a webpage/website has is very important.  Main Content (MC) quality and amount, website information, and website reputation all inform the E-A-T of a website.

It's gratifying to see other talks at this event aligning with my thoughts here, if you are near the ExCel, do come today or tomorrow and say hi to us on stand B66.