
Reimagining E-E-A-T: How Ethos, Pathos & Logos Supercharge SEO Campaigns
This week I am in Estonia discussing a topic that has been of interest to me since I was in high school – the concept
E-E-A-T, YMYL? We don’t just talk about technical, content and links, we get to the heart of Google’s Quality Rater Guidelines to understand exactly what makes your site rank.
Our strategies are built around user experience and giving Google what it wants, not checking boxes on a standardised strategy and our technical audits won’t come straight out of SEMRush!
There’s many elements which go into a successful SEO campaign, but Digital PR is one of the most important – we have an off-site SEO offering to match our on-site service.
Our PR approach focuses around always-on link acquisition & we have a great track record of success. So if you’re looking to land those coveted links on hard to get publications in tricky verticals, you’ve come to the right place!
We’re a Manchester-based SEO agency with a track record that speaks for itself – have you checked out our Case Studies yet? With many of our clients being long-term & a proven track record of SEO success we know how to craft an effective SEO strategy that works for your business.
Scroll down to read through our Testimonials & Case Studies to find out more about how we’ve helped hundreds of businesses & how we could help you!
Content Reviewed By Amanda Walls, SEO Director
Content Updated: 30/07/2025
Cedarwood Digital is one of Manchester’s leading SEO agencies, recognised nationally and internationally for driving client success through our range of case studies and testimonials. We’ve over 10 year’s experience delivering solid SEO strategies to firms in Manchester and further afield and have a specialist focus on SEO as one of our three core services.
But for those of you that are new to the space – what is SEO?
SEO or Search Engine Optimisation is the process of working with a website to increase the visibility & positioning of key terms within the search engine results. This could be on Google (which currently has roughly 92% of the market share) or on smaller search engines such as Bing. This traffic is often referred to as “organic” because it has come through to your website “naturally” through results pages, rather than through other channels.
With over 8.5 billion searches processed by Google each day, strong SEO performance can make a marked difference on a businesses’ ability to drive leads & sales – so by working to optimise your website & making sure that your pages offer what the user is searching for, businesses can capitalise on free, targeted traffic.
Although there is no exact science to SEO, Google frequently publishes & updates its “Quality Rater Guidelines” which outline what it looks for when choosing which websites to return in the search results – as such most companies can use these as guidelines to understand what Google deems to be a “quality website” & therefore what action they may need to undertake to improve that website’s SEO.
SEO utilises a range of techniques including on and offsite optimisation to help build the reputation, visibility and authority of a brand online, helping Google to recognise what the website is about & rank it accordingly.
Manchester has fast become one of the UK’s leading digital and tech hotspots, with a thriving business scene that spans ecommerce, finance, professional services, hospitality, and more. As a result, the demand for effective, ROI-focused SEO has never been higher — and the competition for rankings is fierce.
From Ancoats-based startups to established enterprises in Spinningfields, businesses across the city are investing in search to reach new customers and gain an edge in their sectors.
At Cedarwood Digital, we’ve worked with Manchester brands of all sizes — helping them climb the rankings, outperform local competitors, and turn organic search into a reliable revenue channel.
Whether you’re looking to improve your local visibility in Greater Manchester, grow nationally, or scale internationally from a Northern HQ, our SEO strategies are designed to meet you where you are and take you where you want to go.
Choosing the right SEO partner can make or break your online performance — and working with a Manchester-based agency that understands your market gives you a clear advantage. At Cedarwood Digital, we combine local insight with national expertise to deliver SEO strategies that genuinely move the needle.
Here’s why businesses across Manchester trust us with their search visibility:
Being based in Manchester means we’re plugged into the local business community. We understand the industries that drive the city’s economy — from ecommerce and legal to property and tech — and we know how to craft SEO strategies that resonate with Manchester audiences. Whether you’re targeting the Northern Quarter, Salford, or the wider Greater Manchester area, we’ve got the local knowledge to position your brand where it matters most.
Our in-house team of SEO specialists brings together technical skill, content strategy, and digital PR — all under one roof. We’ve won multiple industry awards for our work and consistently deliver results for Manchester businesses looking to grow their visibility and revenue through search. Our campaigns are data-led, transparent, and always tailored to your business goals.
We don’t just work for our clients — we work with them. We believe in building long-term relationships through clear communication, measurable performance, and a genuine interest in your business’s success. Being local means we’re available for face-to-face meetings, strategy sessions, and ongoing collaboration when you need it.
We don’t believe in one-size-fits-all SEO. Every business is different and so is every strategy we build.
At Cedarwood Digital, our approach is tailored, transparent, and tested. Here’s what you can expect when you work with our Manchester SEO team:
Discovery & Audit
We start with a deep dive into your website, market, and competitors. This includes a full technical audit, content analysis, and keyword research, all mapped to your goals.
Strategy Development
Based on our findings, we build a bespoke SEO roadmap. From improving site speed and crawlability to developing content hubs and earning high-quality backlinks, every tactic is prioritised for maximum impact.
Implementation & Growth
Our in-house team of specialists handles the execution blending technical SEO, content optimisation, and digital PR to move the needle where it matters.
Reporting & Refinement
SEO isn’t static. We monitor performance, adapt to algorithm updates, and refine your strategy monthly, ensuring you stay ahead of the competition and continue to grow.
We don’t just boost rankings, we build long-term visibility that turns search traffic into real business results.
Technical SEO
A solid technical foundation is the key element to any SEO campaign. Our technical toolkit includes crawl analysis, log analysis, schema implementation, internal link balancing & much more to ensure that your website has the best possible foundation for SEO success – setting a solid technical foundation.
On-Page Strategy
On-page strategy helps Google to understand what your website is about & to enhance key on page elements such as Expertise, Authority & Trust. Our on-page strategies are designed to mix great user experience with key ranking signals to deliver pages which rank – all while matching user intent & purpose.
Digital PR & Link Acquisition
Digital PR plays a huge role in SEO performance – so much so that we’ve given it it’s own page on our website! – your link profile is one of the key indicators to Google of the trust & authority in the website – which are key elements of the ranking algorithm – as such, a solid Digital PR strategy is a key pillar of SEO success.
Content Strategy
Content is key when it comes to SEO & strong, informative content which educates the reader & also creates a great user experience also works well for search engines. Working together with Google’s Natural Language Processing as well as a range of insight tools, we create content that not only highlights your expertise but also drives semantics & authority throughout.
Algorithm Recovery
Struggling to recover from an algorithmic or manual penalty? Gone are the days of just Panda & Penguin, now algorithm recovery is more sophisticated & complicated than ever before – it needs an in-depth analysis to understand what has happened. Our team will work with you to understand the semantics of the penalty & pull together a strategy to help resolve it and continue to grow your visibility.
Local SEO
Local SEO plays an important role for businesses who are trying to drive footfall to their shops in Manchester or anywhere else!
Our local SEO offering works closely with your physical stores and services to optimise them within the search results, helping businesses perform on a local scale and driving additional footfall into your shops.
Structured Data/Schema
Structured data is becoming increasingly important in an era of LLMs and AI search, as such it plays an important role within each of our SEO strategies.
We will work with you to ensure that your strategies include full Schema and structured data to ensure that your content is fully optimised for LLMs and AI search – helping you to capitalise on different search funnels.
Training
In addition to offering SEO services we are also happy to work closely with your in-house team to provide SEO training.
We work closely with a lot of our client’s teams and work with them to ensure they are fully upskilled on SEO so that we are all working together to reach a common goal!
Website Migrations
A website migration can be one of the most nerve wracking times in a website manager’s life – all the years of hard work put into SEO visibility can be taken away overnight if the migration hasn’t been set up clearly from an SEO perspective, or properly managed. We’re here to help with a solid checklist & technical know-how we can be a guiding hand through the migration process.
Lead Generation
Increasing visibility in the tough "medical negligence" niche through effective SEO & Digital PR.
⚡️ 170+ Links Achieved
⚡️ 90% Increase In Top 3 Rankings
⚡️ #1 Rankings For "Medical Claims", "Medical Compensation" & "Hospital Negligence".
Ecommerce
Growing an online presence to become one of the UK's leading independent garden furniture retailers.
⚡️ 120+ Links Achieved
⚡️ 2 Million Additional Users
⚡️ 965 Top 3 Ranking Keywords
Ecommerce
Growing a national and international SEO campaign to help grow sales in over 31 markets worldwide.
⚡️ 82+ Links Achieved
⚡️ 47% Increase In Top 10 Rankings
⚡️ 423 Top 3 Ranking Keywords
Lead Generation
Using SEO to improve online visibility across Domestic & Commercial to drive an increase in online sales
⚡️ 113% Increase In Non Brand Keywords
⚡️ 23% YOY Organic Traffic Increase
⚡️ 80% Increase In Top 3 Keywords YOY
B2B
Working in B2B gaining top rankings for a range of high intent keywords to drive qualified leads to the website.
⚡️ +5 Average Position YOY
⚡️ 500% Visibility Increase YOY
⚡️ #1 Rankings For "Plastic Card Suppliers", "Loyalty Card Suppliers" & "Gift Card Supplier"
Ecommerce
Growing musical instrument sales by improving organic visibility for a key range of products & ranges.
⚡️ 450 Top 3 Ranking Positions
⚡️ 43% Increase In Top 10 Rankings YOY
⚡️100+ Links Built
B2B
Driving solid high quality B2B leads for one of the UK's leading ecommerce fulfilment companies.
⚡️ 250% Increase In Traffic YOY
⚡️ 100%+ Increase In Top 10 Rankings YOY
⚡️#1 Rankings For "Etsy Fulfilment", "TikTok Shop Fulfilment" & "Sustainable Fulfilment".
B2C
Driving Visibility And Sales For One Of The UK's Leading Vaping Retailers
⚡️ 15% Increase In Top 3 Keywords
⚡️ Top 5 Rankings For "Elf Bar"
⚡️69+ Links Acquired
This week I am in Estonia discussing a topic that has been of interest to me since I was in high school – the concept
Last Friday our Director Amanda spoke at SEO Estonia, one of Europe’s leading digital marketing events. Her talk, discussing how Aristotle’s Ethos, Pathos and Logos
Introduction Search engines are now a dominant force in the decision-making process for financial consumers. Whether it’s a consumer choosing a mortgage broker, a retiree
We’re absolutely thrilled to share that Cedarwood Digital has taken home five trophies from this year’s European Search Awards – including all three Agency of
Content Reviewed & Fact Checked By Amanda Walls, Director
Content Updated: 30/07/2025
Yes – absolutely and local SEO is one of the elements of SEO strategy that we offer. If you are a local business or are potentially looking to attract footfall to your shop then local SEO will be very important to ensuring that you get the right kind of customers to achieving your on-site goal and this is definitely something that we can help with, either within the Manchester area or nationwide.
No worries – we work with businesses right around the UK, Europe and across the world so we have a great deal of experience running SEO campaigns of all different sizes in all different locations. With the advent of video calling we can work effectively with businesses on the other side of the world, applying the same great SEO principles and achieving the same great SEO results as we would in our own market.
The SEO community in Manchester is absolutely thriving and we try to be as active as we can within the Manchester SEO Community – you can even see a report here from our latest event at MissingLink LIVE.
Having a strong SEO community is incredibly important to success and development in this area and we are always keen to develop and upskill by attending events within the local community – something that we frequently encourage our staff to do.
Absolutely it does – chances are that you have searched “seo agency Manchester”, “seo services Manchester” or “Manchester SEO company” (or something along those lines!) to reach this page. The proof is in the pudding!
We’re based right in the heart of Manchester just off Portland St, so very centrally located with an office which is easily accessible by car or public transport.
Our central location allows us to attract the best talent as well as placing us well to easily get out and about to visit our clients when needed.
Absolutely we can help with local SEO and we understand that for many businesses, local SEO plays an important role in helping them to attract the right customers, especially if they have a physical store or are looking to target customers within a specific location.
Local SEO works in a slightly different way to traditional SEO but has the same key principles around generating good authority, quality and expertise – it’s just about showcasing it on a local scale. Here at Cedarwood we have a lot of experience in local SEO and are on hand to help!
The cost of SEO varies depending on your goals, the competitiveness of your industry, and the level of support you need. At Cedarwood, we offer bespoke SEO packages tailored to each client’s needs — whether you’re a Manchester-based startup looking to grow locally, or a national brand aiming to dominate search. Our campaigns typically start from £1,500/month, and we’ll always walk you through the deliverables and ROI expectations upfront.
SEO is a long-term investment, and while some improvements can be seen within the first few months, most campaigns start delivering significant results between 3 to 6 months. This depends on your site’s current health, the level of competition in your market, and how aggressively we’re able to push through technical and content improvements. That said, we track and report on progress from day one — so you’ll always know what’s happening and why.
While you may serve a national audience, working with a local Manchester SEO agency has real benefits. We can meet in person, understand your business landscape, and use our regional insight to craft strategies that outperform cookie-cutter approaches. Plus, we often find quick wins in your local SEO visibility — especially useful for brand awareness, recruitment, and trust signals.
We take a truly integrated approach to SEO — blending technical expertise, high-impact content, and digital PR to drive real commercial outcomes. We don’t sell SEO as a tick-box exercise; we build strategies aligned with your revenue goals. Add to that our award-winning team, transparent reporting, and strong local track record — and you’ve got a Manchester SEO partner focused on long-term growth, not just rankings.
Absolutely — we’re proud to be based in Manchester, and we’re always happy to meet clients face-to-face. Whether you want to pop into our office for a strategy session or host a monthly catch-up at your place, we’re local and flexible. Prefer remote? No problem — we’re equally effective over Zoom.
Yes. While most of our clients work with us on a monthly retainer, we also offer standalone SEO audits, consulting sessions, and project-based SEO for site migrations, content launches, or technical troubleshooting. These are often a great starting point if you’re not ready for a full campaign but want expert insight into how to improve your site.
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