Google has just rolled out a big update that they've termed 'Helpful Content Update.' They want to...'ensure people see more original, helpful content written by people, for people, in search results.' It's about making your content genuinely helpful to people. Honest, quality content that demonstrates your in-depth knowledge. As someone who is passionate about user experience and being customer focussed, this is music to my ears!
What Google is saying....
Create people-first content, not content designed for search engines
Produce focussed content, not lots of topics in the hope it might perform well in search results
Reduce your use of automation apps to produce content
Don't just summarise what other people say, add genuine value to your article
Don't just write about subjects because they are trending, content needs to be relevant and useful to your existing audience
If your content leaves readers feeling like they need to search again, then consider re-writing or removing the content
There's been a trend to write to a certain word count but Google is saying it doesn't use a word count (contrary to public belief, but great to know!)
Don't write about topics you have little knowledge about with the intention of getting into search results
Don't write content that promises to answer a question that has no answer, such as a release date for a product or TV show when one isn't confirmed etc.
So it's all about being genuine, honest and demonstrating an in-depth knowledge that provides real value to your customer.
Google says...
"Any content on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search, assuming there is other content elsewhere from the web that's better to display. For this reason, removing unhelpful content could help the rankings of your other content."
This is all good stuff. It focuses on quality content for SEO, rather than trying to trick Google. If your company is genuine, knowledgeable, and customer focussed then you have nothing to worry about.
If you're starting to feel like a bit of a fraud, then don't panic! Go back to your website and review and amend your site. Above all...KEEP CUSTOMER FOCUSSED, and this will lead you in the right direction.
If you're struggling to understand, or need help to make the changes then get in touch. I can provide an audit of your site with a list of actionable points that will get you on track.