Content Writing

How To Write Content That Is Future-Proof for Google Algorithm Updates

Jan 10, 2020

How To Write Content That Is Future-Proof for Google Algorithm Updates

It’s not 2009 anymore where you could pepper in trending SEO keywords and get your page rankings up in SERPs quickly. In 2018 alone, there were 3234 new Google algorithm updates, which is quite a whopping number.

Although they were minor updates, the major ones rolled out were Panda and Penguin, which changed how the search engine worked in significant ways. This article will guide you through how you can optimise your content for the latest Google algorithm updates and always be a step ahead of the competition.

How Google’s Algorithmic Updates Can Work Better for You Than Your Competitors

Google is constantly looking to improve its user search experience. Most online marketers usually try to get their search engine rankings up by creating content that the bots pick up. But with more and more recent updates, Google’s SERP algorithm is getting smarter and no longer vets content on the basis of keywords alone. In short, Google wants content that is ‘useful’ and not just stuffed with keywords. As long as your content is interesting and useful in your chosen niche, the upcoming algorithmic updates will work in your favour, rather than against you.

Google algorithm updates

For search engine marketers, ranking #1 in organic rankings is the holy grail for their online business. Knowing how Google is working on changing the way its search engine ranks posts and gets websites to the top of its SERPs is your best way forward.

Taking Advantage of Google Algorithm Updates

Google’s intention with its new algorithms is to cut down on clutter and provide unique and useful content to its audience. While your competitors may focus on White Hat SEO practices to get their page rankings up, that will work only in the short run.

You can stay ahead of the competition and make sure your content stands the test of time by focusing on making it unique and relevant.

Ask yourself this before creating any content – “What can I/my business offer that’s truly unique compared to our competitors?”

Create and publish content based on these findings, and you’ll be miles ahead of your competition before you know it.

Although that’s easier said than done, there are several ways to go about it. Here’s what we refer to as a checklist for creating content that’s future-proof for the upcoming Google algorithm updates.

1. Write Content Based on the E-A-T Factor

The EAT factor was talked about in a Google Whitepaper that was published on Feb 16, 2019.

Content based on EAT factor

According to the paper, Google’s guidelines for content writing and ranking high in quality revolved around three critical factors:
• Expertise
• Authoritativeness
• Trustworthiness

Expertise – This refers to how well you know your subject or niche. If you’re a doctor with many credentials when compare to a medical student with less knowledge, Google is sure going to give your content more prominence. But you have to get noticed, and this is where creating a striking bio and About Me pages, along with bylines will help you stand out. Experience is key.

Authoritativeness – How well known are you in the industry? You have to prove your website’s credibility by getting the word out and showing how it’s a key influence in your content’s overall quality. This is why creating unique and original content is so important.

Trustworthiness – This refers to whether your website can be trusted. If you have a lot of people referencing your site and sharing links, Google will see your website as a trustworthy resource and is more likely to rank you higher on SERPs.

YMYL or “ Your Money, Your Life” is another content rating Google follows. What this means is Google ranks your pages based on the correctness of your content. This means your content should also be factually correct and not harmful/hurtful to your audience.

2. Be Helpful to Your Readers

When you create content, ask yourself: “Is this useful to my readers?”
This should be your priority when it comes to higher organic SERP rankings while creating content in your niche.

If you have old content or anything that’s outdated, either get rid of it, or update it based on its relevance. Additionally, create new and useful content that caters to your user’s pain points. Give them what they want, and you’ll be giving Google what it wants at the same time. It’s that simple.

If you’re serious about being trustworthy and useful to your readers, make use of backlinks from websites with higher domain ratings. Establish the reputation of your posts by using author descriptions on your content pieces and showcase your awards and certifications. Link your posts to other trustworthy websites and invite credible guest writers to guest post on your website.

3. Proofread Your Content

And by proofread, we mean, give it a run through Grammarly. You don’t want your web pages to look like they were written by amateurs.

Make sure your content is free of plagiarism by using tools like Copyscape and vet the people who write your content. It’s okay to write authoritative content with the help of freelancers, but do make sure the people you work with know what they’re doing. This is also where taking the help of a reputed content writing platform or hiring professional content writing services that are well-established can make a huge difference. Their writers often have years of experience and are well-versed with creating content that aligns with Google’s updates, saving you both time and money.

4. Make Your Webpages Visual and Mobile-Friendly

Visual Responsive Pages

At the end of the day, originality wins. Take professional photos instead of using stock images and put them up on your website. You also want to make sure your page load times are optimised, with or without AMP. Some tips for making your pages unique are:

• Making sure the fonts are clear, readable, and align with your content’s overall tone.

• Use photos and images that substantiate and add value to your website’s content.

• Use HTTPS for your site’s security and make sure that its elements are well-structured.

• Adhere to Google’s Search Quality Rater Guidelines and making sure you get positive (but authentic) customer reviews on platforms like Google My Business, TrustPilot or any website that makes your pages look more credible.

And last but not least, to truly rank high in SERPs ,you have to make sure your content is evergreen. That is how you future-proof it. Don’t hesitate to hire expert freelance content writers for this, as they can often be the best way for you to meet your content goals without the stress of looking over the process at all times.

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