How To Write Content That Is Future-Proofed 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, Google made 3,234 updates , which is a whopping number and the most to-date.
Although they were minor updates, the major ones rolled out were Panda and Penguin, which changed how the search engine worked in significant ways.
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 favor rather than against you.
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 helps.
Taking Advantage of Google’s Updates
Google’s intention is to cut down on clutter and promote 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 uniqueness.
Ask yourself this before creating – “What can I/my business offer that’s truly unique compared to our competitors?”
Create content based on that, publish, and you’ll be miles ahead before you know it.
Although that’s easier said than done, there are ways to go about it. Here’s what we refer to as a checklist for creating content that’s future-proof for Google’s upcoming algorithmic 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 .
According to the paper, Google guidelines for content writing and ranking high in quality revolved around three critical factors:
Expertise refers to how well you know your subject or niche. If you’re a doctor with many credentials to his work instead of, say an amateur medical student who makes posts randomly, Google’s going to promote you more. But you have to get noticed, and this is where creating bio and About Me pages, along with bylines will help you stand out. Experience matters.
Authoritativeness – How well known are you in the industry? You have to prove the credibility of your website by getting the word out and showing how it’s a key influence. This is why creating unique and original content is so important.
Trustworthiness – This refers to whether your website can be trusted or if it looks too sketchy. If you have a lot of people referencing your site and sharing links, you have that going well then.
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 the audience.
2. Be Helpful to Your Readers
When you create content, ask yourself: “Is this useful to my readers?”
That is No. 1 when it comes to higher organic SERP rankings through content writing for your niche.
If you have old content or anything that’s outdated, purge it. 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 other authority websites. 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. Proof-read Your Content
And by proof-read, 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 established make a 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 Responsive
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 optimized, with or without AMP. Some tips for making your pages unique are:
• Making sure the fonts are clear, readable, and align to the tone of your content
• Using photos and images that work with the content of your website instead of against it
• Use HTTPS for your site’s security and make sure the layout of your site elements is well-structured
• Adhering 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 stemming from users’ opinions.
And last but not least, to truly rank high in SERP results, you have to make sure your content is evergreen. That is how you future-proof it. Also, don’t hesitate to use the best content writing services for that.