Google is at it again!
More new algorithm updates that have everyone running around afraid that their content will become null and void.
But before everyone panics, can we look at what these changes actually do first? Let me take you through a few things about Google Algorithm updates and how they affect your content marketing.
Then you can act accordingly.
Google Algorithm Updates on Content Marketing
Google’s Search Liaison recently wrote on Twitter:
“Later today, we are releasing a broad core algorithm update, as we do several times per year.”
That day, I received many emails from clients saying: will this affect the copy you’ve written for us? Do we need to bring it back in-line with these changes?
That’s why I’m writing this blog – to give some perspective.
Google's CORE objective is and will always be to help users find high-quality content that they're hunting for. Their search engine’s goal is to find the best results for each specific enquiry. So, as long as you focus on providing a great User Experience for readers and include relevant keywords in a natural way, you will always be heading in the right direction.
You see – Google’s algorithm updates are not there for a malicious reason or for a bit of fun to have SEO agencies playing cat-and-mouse. They release them to ensure the Google Search Engine is always in-line with current search trends and to serve people the best matches.
As the Google platform gathers data over time, they update how it scans, ranks and presents content to users – but it’s always with the same intention of improving user experience through the best SERPs (Search Engine Results Pages).
What do SEO platforms say?
After the recent Google update, the diib SEO AI company released the following statement: So far, it appears that rankings based on thin or poorly written content were hit the hardest. We’d suggest reviewing any important ranking pages you have.
This is far from surprising.
Any content that is poorly written, too short or thin is going to be against Google’s objectives and this means it will be punished with a lower ranking.
That’s what I’m trying to get at here: Google algorithm updates are not a puzzle to solve if you’re approaching SEO practise in a sustainable and effective way. So long as your intention is to produce quality content, then you’re in the all-clear because it’s aligned with Google itself.
What do SEO experts say?
I’m fortunate to work with some of the best SEO experts in the country.
People like Shawn Powrie and Rashi Rajendran, who have spent their entire careers learning and implementing smarter SEO tactics, always have the same opinion about every Google Algorithm update – and that’s: write quality content intended to solve a problem for an audience and you’re doing it right.
I spoke to Shawn recently, and he said:
If your writing is good from a general writing point of view, then it's good for SEO. The only thing I'd say is relatively impactful when writing for the web vs. general good writing (which I know you've known for donkey's years already) is to use a good heading structure like H2 > few paragraphs then H2 > few paragraphs.
This is something I do with ALL of the content I write, whether it’s client content or my own (look at this blog!).
It seems these updates always make SEO experts laugh at the mass panic that ensues. The Google Algorithm updates mainly seem to affect businesses and content producers trying to rig the system with content that's trying to take advantage of SEO ploys- especially if they negatively affect the content experience.
For example, Google seems to be getting tougher on page titles appearing in search results that are overly exaggerated, or written content that is overly saturated with keywords. Those techniques always mean you’re looking for trouble.
I listen to The Marketing School Podcast with Neil Patel and Eric Siu, and they mention this a lot. They say that it’s tempting to try those grey and black hat SEO techniques, but for the quick spike of traffic you get, Google then updates, and those pages take massive hits.
Shawn Powrie also said: something I always say in SEO training sessions is treat each niche, each search landscape and each SERP as a living thing. Be empirical. Look at how Google is interpreting intent for this niche, this landscape, this SERP right now and pitch content accordingly. Things can change year after year and this empirical approach gives you flexibility and keeps your eyes on the SERP.
You may know Google rolls out ~600 updates per year. No-one has time to track them all. Thus the practical angle I've taken is to instead look at the SERPS themselves in real-time situations and judge the intent/angle of the content we need to write accordingly.
AKA, what will rank today?
What does Google say?
Let’s go to the source directly.
Over the years, Google continually emphasises the importance of the E-A-T principle, which refers to Expertise, Authoritativeness, and Trustworthiness.
They always suggest that you follow these whenever you produce any digital content, and if you do, you’re on the right track. Again, as a professional marketing copywriter, these come as default – and so they should.
I'll be honest, those three points, Expertise, Authoritativeness, Trustworthiness, are nothing new.
Let’s look at each point individually:
Google tends to favour content that’s written by experts in the field. This makes sense, as people who have experience in a particular area will create more-informed content.
So, if these experts share their expertise, Google rates this well. Just make sure you “signal” this to Google and your readers by linking to data, proof, LinkedIn, facts and qualifications. Naturally, high-quality writing that goes into sufficient depth always ticks a lot of boxes for Google too.
This is a relevance measurement. It appears as though Google looks at your website pages and digital content as a collective and assesses the areas you cover. If it deems you or your brand as an authoritative contributor, it seems to look favourably on this. So, a botanist website sharing content about flower health is going to be seen as more authoritative than if a logistics brand wrote about flower health!
The standard Google SEO practises apply here. If you have quality backlinks and lots of evidence of your authority, like informative podcasts and relevant blog posts, you’re doing this right.
This is hard to define but simple to understand: does your content give the impression that you’re worthy of trust? If your content looks like it’s obsessed with capturing details to spam people or the site isn’t secure, then you’re at risk of coping it from Google.
However, if you are producing written content with the right intention and it earns the trust of your readers by providing value, then you’re heading in the right direction.
What does Christopher Melotti say?
Yep – I have the arrogance of putting myself into this topic of content marketing and Google Algorithm updates. But then again, so I should as I do a lot of SEO copywriting for clients!
From everything I’ve researched, read and experienced, I want to reiterate that quality content written specifically to and for your audience will always be the right approach.
I say it to every client and I teach that in every copywriting class and content seminar.
Content Marketing and copywriting earn results when you’re writing valuable information that entertains and informs a target audience around topics they actually want to learn about.
If you focus on this and ditch all the short-term SEO practises, you’ve got nothing to worry about.
Google’s algorithm updates always punish those black-hat SEO and grey-hat SEO techniques. Why? Because they go against providing genuinely quality content for users. So, don’t depend on them as dodgy tricks never last and can turn customers against you.
5 of my logical SEO Tips to survive every Google Algorithm Update
If you follow these five SEO tips, you don’t have to panic every time Google releases an SEO algorithm update.
How Can Melotti Media Help You With Google Rankings?
To engage your customer and achieve ongoing business success today, you need a powerful message, quality copywriting and consistent content. However, this is easier said than done.
Perhaps you’re time poor and spread thin, or writing may not be your expertise.
So, let us take care of your message marketing, copywriting and content marketing needs!
For more information or to speak to a quality marketing copywriter to get the results your business deserves, contact me now at firstname.lastname@example.org.
Our Message Marketing services can sharpen your words into achieve your goals, today.
Passionate Marketing Copywriter
Melotti Media | Copywriting & Message Marketing Bureau
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