This was a Talking Web newsletter on 12 May 2026 - join the newsletter here.

Hi,

  • Add a case study to your website
  • Demonstrate your E-A-A-T signals to Google and AI
  • Have something fresh and new to woo potential customers
  • An invitation to an upcoming talk

This week’s to-do isn’t a 5 minute email to someone – but it’s something that’ll be useful for a long time.

Google’s March updates heavily reinforced how important E-A-A-T signals are:

Experience, Expertise, Authoritativeness, and Trustworthiness.

Google has been banging on about them for years, and now AI is well and truly on that bandwagon.

And rightly so.

These robots need something to go on – and someone talking about their experience, telling the world how they have completed projects of exactly the sorts of things they claimed to be good at, and shouting about the positive end results, reassures the robots that this is a person who knows what they’re talking about.

“So they’re a person I should mention.”

And of course, case studies on your website are great for potential customers who land there looking to learn about you.

Therefore, this week’s task is to add a new case study to your website.

And then shout about it on socials so there’s a trace of it elsewhere around the web, linking back to the case study on your website.

Try to include:

  • Text written in the first person “I did this” or “we did that”.
  • Evidence of what worked (if your case study lends itself to that).
  • A happy client testimonial would be amazing.
  • A brief mention of anything you’d have done differently if you were doing it again – makes you seem more genuine.
  • Anything you’ve learned from the experience that you’ll take forward into future projects.

If you’re managing a scattered team, shout out to them for case study fodder – and even incentivise it if that helps. (We’ve got a tool that helps with that, let me know if you want more info.)

And we’ll do it too.

I’ve been meaning for ages to update the portfolio on our 18a site – so this week I’ll make sure that happens.

Drop me an email back with your case study once you’ve written it! I’ll read it and give you feedback.

Meanwhile, I’m working on my next free Masterclass – “Why AI keeps choosing the same brands” – the link’s here if you want to grab a seat…

💌 Invitation: Why AI keeps choosing the same brands​

Speak soon,

Lisa

Lisa Freeman

​Web development by 18a​

​https://www.linkedin.com/in/lisafreemanweb