In August 2022 Google announced that they were rolling out a very important update to their algorithm. Google is always find new and exciting ways to improve, putting their users first as a priority. This one update is of particular importance for their users. Google has developed a specific process by which it gives precedence to content that is useful, helpful, and person-first. This alongside SEO (Search Engine Optimisation) best practices ensures a high performing website.
Thankfully, Google does let us know when they are planning on an update that would affect SEO efforts, and therefore our content team. The update published on Google Search Central outlines what to expect in vague and legally correct terminology and we are left to wonder how this will affect keyword research and copywriting.
In this sense we are lucky to have a team that understands how technical Google can be and with the help of industry knowledge we can often predict what is going to happen. Since Google updates its algorithm more than the general public changes its underwear, we look forward to what we think will be a fantastic update.
Content creators will have to work harder, we already do this, to create content where you understand the business and create content that appeals to an audience. This means no more AI copywriting, and more human copywriting.
Google has always preached that they prefer content that is created and written for an actual person to read, and not solely for the search engine results. Therefore, for years our content creators have balanced the delicate spider web of keyword research for Search Engine Optimisation with carefully created content that a real person will read.
When you take into consideration that Google’s new update would prefer content that is added to a website that truly answers questions, think Featured Snippets, then you’ll understand what type of content to write.
When you add content to your website consider the following:
In summary, following Google’s SEO guidelines, please the person viewing the content first, and Google at the same time. Nope, not complicated at all thanks.
Google has decided to be somewhat vague, but who truly can explain what is ‘helpful’ content when talking about the entire internet at a time. What could be helpful for the motor industry, might not be for a recipe blogger.
Google mentioned helpful content to be satisfying to readers. That means, does a reader gain helpful information from your content or are they left searching for another website with more information?
The content that Google does not want is content that is repetitive, sends the reader to another page for an answer, or worse leaves the reader without an answer at all. Essentially, users use Google to answer questions. ‘Just Google it’ is the answer to any question posed out loud and the team does not know the answer to.
When thinking about adding any piece of content to your website consider first your SEO goals and intended results. Add this alongside your people-first content. To achieve real results in an SEO focused campaign using human orientated content follow the steps our content specialist follows:
When content is created by humans for humans using Google’s SEO best practices, that is when content performs to the best of its ability. Answering the questions that user’s pose is the priority, while keeping up with adding helpful, valuable content for readers.