Chris London

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ProArb article on E-E-A-T

Proarb Article On E-E-A-T

Featured in Pro Arb Magazine – October/November 2025

In this feature, Pro Arb Magazine interviewed Chris London about how arboriculture and landscaping companies can strengthen their online presence by embracing Google’s E-E-A-T framework — Experience, Expertise, Authoritativeness, and Trustworthiness.

Chris explains how Google increasingly rewards authentic, experience-based content over generic marketing claims. He shares how businesses can:

  • Use photos, videos, and case studies to demonstrate real-world experience in specific tasks like crown reduction or site clearance.
  • Highlight expertise through team credentials, Arb Approved status, and educational blog content.
  • Build authoritativeness via genuine customer reviews, mentions in online media, and consistent local signals.
  • Reinforce trustworthiness with transparency — names, phone numbers, and accreditations clearly shown online.

The article also addresses the risks of relying on AI-generated content and the importance of maintaining a human voice that reflects genuine experience.
Read the full article

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Chris London

Chris has worked in sales and marketing for more than 25 years. He is very experienced in creating digital marketing strategies that help companies to grow their enquiries and sales.

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