Fancy that, eh? Now who would’ve known that Aristotelian philosophy that is 2,000 years old would be a tool in advertising today?
Tips and Tricks
Google's Helpful Content Update
Just when we thought we had our SEO strategy sorted for the year, they release the Google Helpful Content update to shake things up again.
We can already gauge its effects on websites with content geared towards SERPs instead of the audience.
There is a ton of information available about the why, what, and how related to the new algorithm update, so we are not going into those details today.
So, here’s a quick list of 6 actionable tips that answer the questions from the Google blog post about the update to help you make your content worthy again!
DOES YOUR CONTENT PUT PEOPLE FIRST?
Google algorithms use signals to rate website content. One of those newer signals tells Google how much value your content delivers to your target audience.
Here are the questions highlighted on the Google Developer Blog for this signal and how you can address them.
Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?
Ensure that your content is relevant for your audience and answers a question they’re asking. It should be the first and last thing they need to read. If people are satisfied with your content, you’re doing it right. This is possibly the most important aspect of this Google Helpful Content Update.
DOES YOUR CONTENT CLEARLY DEMONSTRATE FIRST-HAND EXPERTISE AND A DEPTH OF KNOWLEDGE (FOR EXAMPLE, EXPERTISE THAT COMES FROM HAVING ACTUALLY USED A PRODUCT OR SERVICE, OR VISITING A PLACE)?
Always highlight your personal experience in your content. If you’ve never used a pressure cooker, don’t write about it. Your lack of first-hand experience and knowledge shows, and generic content never performs well. Make sure you only write about what you actually know and have experience with. In fact, highlight your experience if you can. It always helps.
DOES YOUR SITE HAVE A PRIMARY PURPOSE OR FOCUS?
Is your website focused on a specific niche and industry? If yes, your content needs to reflect that. For example, our agency is focused on storytelling, content marketing, and branding. We frequently publish content about subjects that are relevant for our target audience. If we suddenly start talking about chemical engineering, not only would that be very off-brand, but we’d also be going on a completely different tangent. Staying focused on your industry or niche is crucial for good SEO, especially with this new update.
Take a Breather!
I know that was a lot to read, so take a moment to rest your eyes and process what you’ve read!
AFTER READING YOUR CONTENT, WILL SOMEONE LEAVE FEELING THEY'VE LEARNED ENOUGH ABOUT A TOPIC TO HELP ACHIEVE THEIR GOAL?
The very first rule about content creation is to ensure it delivers value. The new Google Helpful Content Update simply reinforces this. If the reader isn’t satisfied with the knowledge and value your content offers, they won’t come back for more. Always design your content to help your audience answer their questions and tackle a challenge they might be facing.
WILL SOMEONE READING YOUR CONTENT LEAVE FEELING LIKE THEY'VE HAD A SATISFYING EXPERIENCE?
Now this one’s a lot like the last question but is more about your content being pleasing and good to read. See, we’re human beings. We’re always looking for something that satiates us in some form. Answering our questions directly might be efficient, but it doesn’t always satisfy our tastebuds. For that, we must humanize our content. Use storytelling to narrate your experience of fighting a challenging situation and coming out on top. It will always be liked much more than a simple, to-the-point answer.
ARE YOU KEEPING IN MIND OUR GUIDANCE FOR CORE UPDATES AND FOR PRODUCT REVIEWS?
Now, this is a pickle. Google has an extensive list of core updates and guidelines that your website and content should address. It is a fairly long list of guidelines, but they are easy to sort out if you address the questions listed here. If you’d like us to put up actionable pointers for those questions as well, email us and let us know. We’ll put something together and publish it as soon as we can =)
Content is Evolving
The world of content is evolving very rapidly, as is search. From old-school keywords and key-phrases, we’ve evolved to more organic search terms and actual questions. It’s all but natural for the content to evolve too, and this is the next evolutionary step in text content for search.
If you’re still not sure about implementing these new Google Helpful Content guidelines on your website content, let us do it for you.
Get in touch with us today to see what services we offer and how we can help you tell your story better.
Master of Storytelling
Weaving brand magic with decade and a half of experience in marketing, branding, and content.
Kashif Malim is the Master of Storytelling at Fundamentally Content. He weaves intricate, inspiring, and captivating stories that help bring brands to life. Stories have the power to bring people together, to help us surpass language and communication barriers, and to connect with others wherever they might be. Kashif helps our clients find their unique voices and build intriguing narratives to tell their stories better and connect with their audience in a more meaningful way.