How do you ensure that your site matches the latest search engine standards?
What’s the best way to keep up with the constant changes in the algorithm while meeting your customers’ needs?
Google’s latest Useful Content update emphasizes the importance of providing users with useful and engaging content.
Not only should your content strategy maintain healthy SEO principles and keyword rankings, but it should also be useful to humans and relevant to their search queries.
On October 19th, I moderated a webinar with Dave Snyder, CEO and Founder of CopyPress, and Jeremy Rivera, Director of Content Analysis.
Snyder and Rivera explain how to create better, more authoritative content that complies with Google’s revised Useful Content Guidelines.
Here is a summary of the webinar. To access the entire presentation, Complete the application.
What is a useful content update?
Google announced the Helpful Content Update in August to better connect people with useful information.
It’s part of a broader effort to ensure that people see more original and useful content written by people, for people, in search results.
What does that mean for your business:
- Google will use a sitewide ranking signal to determine if you are using useful content.
- Google considers AI-generated spam and will use machine learning algorithm to detect it.
- Content intended for ad and click monetization will no longer work.
- There will be no manual penalties, but you can simply start losing organic vision.
- Detection becomes more noticeable across a larger volume, which is where grouping becomes an issue.
How to adapt the useful content update to your strategies
1. Use expert insights
The real satisfactory content comes from experience. Develop deeper and more satisfying content by highlighting the real difference and real answers.
- Say no to data aggregation without unique insights.
- Say no to just rewriting the existing featured snippet and “hope” for the best.
2. Leveraging Experience to Deal with People Who Ask Too (PAAs)
Featured snippets and “People also ask…” are popular search terms. Better yet, they make good starting points for actual subject matter experts to include.
3. Use a content strategy outside of your SEO data
Discuss “pain points” with product managers, salespeople, and support staff.
Find out exactly what your customers or potential customers are trying to solve or overcome with Google search:
- at the product level.
- compared to a competitor.
- As a reason to upgrade, buy an additional job, or choose the enterprise level.
4. Implementation of the three-point process
Step 1: Leverage SEO data for PAAs, featured snippets, and relevant keyword combinations. This can be used to feed new articles or review existing content.
Step 2: Brainstorm pain points and problems that need to be resolved. Ask your experts what to use to create a list of new articles.
Step 3: Make a fearless inventory of existing content and review its current ability to provide a satisfactory answer. In larger companies with static content, it’s helpful to do this by category.
A lot of marketers focus is on what to do next.
Instead, we should be thinking about how we can improve existing content, in the same ways we do new editorial content.
- Create a system that helps you find the lowest performing content.
- At scale, find out what your old content is missing and what the competition has. What is your missing content that Google indicates it wants in the long term?
- Create an opportunity sizing model using third-party data to get an idea of which fruit is the least hanging from underperforming content.
- Use tools like Content Harmony to quickly assess SEO shortcomings and generate helpful summaries of optimization.
- Leverage topic experts to validate articles, add FAQs, and include other unique content that can’t be generated by a generic copywriter or AI writing system.
[Slides] How to adapt to useful Google content and essential updates
Here is the offer.
Join us for our next educational webinar!
How to speed up your keyword research with powerful topic combinations
Join us and Dave Snyder, CEO and Founder at CopyPress as he talks about how this method can help you rank higher.
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Featured Image: Paolo Bobetta/Search Engine Magazine