Google’s content update
Google’s helpful content algorithm has now completed its rollout, meaning that the search giant is rewarding people-first content and devaluing that which is only written for search engines. But what constitutes ‘people-first’ content and how do you know if yours meets the specification? Here are some tips to ensure your content doesn’t fall foul of this latest Google content update.
- Stick to your main theme
In all content, from service pages to blog posts, stick to your company’s area of expertise. Write for your regular, intended audience and ensure that they will find useful information and/or answers to their questions within the content. Don’t overfill the copy with keywords either.
- Provide sufficient content
Google suggests that, having read your content, users should leave feeling they’ve learned enough to achieve their goal. With that in mind, your content should teach people something or help them to achieve a specific task. Perhaps they needed to know more about what Making Tax Digital means for landlords, or whether they need to apply for Probate. If your content helps them answer their question, it’s serving its purpose as people-centric.
- Don’t overegg the pudding
Some web pages and articles are written to a specific word count because marketers believe Google has a preferred word count, or that more content on a page means it will rank better. This isn’t necessarily the case. Just as providing too little content can result in an unsatisfying user experience, so can too much.
If you waffle on for three paragraphs just to fill up some space before getting to the point, you’re not creating people-first content. Ensure that copy is precise and meaningful, giving people what they need without unnecessary verbosity.
- Demonstrate authority
Google states that content should ‘demonstrate first-hand expertise and a depth of knowledge’. For businesses, that means demonstrating authority in their field. This should be nothing new, since for years, Google has rewarded content that displays a level of expertise. As an authoritative voice in your industry, you should be able to provide the insight or advice that people are looking for when they land on your site.
- Audit your content regularly
The final tip is to audit your content on a regular basis. Evergreen content is worth updating periodically to ensure it is as relevant to today’s searchers as when it was written. Google has also suggested that the signal is applied over a period of months, so while your site may not be hit initially, it could experience penalties down the line. With that in mind, now might be a good time to weed out any unhelpful or irrelevant content.
If you’re looking for more information on the latest Google updates and how they impact your marketing efforts, get in touch with Whitefish Marketing today. We’re an SEO agency that specialises in marketing for accountants, and can help your firm succeed online.
