The era of stuffing articles with keywords like a Thanksgiving turkey is over. While traditional SEO tactics such as strategic keyword placement, meta descriptions and internal/external linking are still important, they no longer hold all the power in Google’s eyes. These elements play a supporting role to your main star of the show — people.

Now, content that genuinely benefits web users is the real secret to claiming that coveted first page on Google. Not only will it boost your search results, but it will also establish a strong connection with your audience to help attract those qualified leads, awareness and thought leadership you’re seeking.

To shift your content strategy and stay in Google’s good graces, keep these four concepts top-of-mind.

Master the Art of People-Centric Content

You’ve likely heard the term “people-first content” ad nauseam. Google’s August 2022 update, titled “Creating helpful, reliable, people-first content,” emphasizes the significance of this approach. But what does it really mean to write helpful, reliable and people-first content? Consider these questions:

  • Do you have a specific audience in mind, or are you casting a wide net? Imagine a captivated audience eagerly flocking to your business or website, drawn by the promise of valuable information. These aren’t mere passersby; they genuinely appreciate and benefit from your content. This is the kind of audience you should strive for, rather than aimlessly shouting into the void with “keywords.”
  • Does your content possess a clear purpose or focus that sets it apart? It’s crucial to pinpoint your unique selling point and deliver content that aligns with it. Make your content stand out, showcase its distinctiveness and strive to generate unique data and findings in addition to pulling together credible, objective sources.
  • Will your readers feel enlightened, empowered or educated by your content? When someone reads your content, will they come away with a newfound sense of knowledge and confidence to conquer their goals? That’s the sweet spot you should aim for. Ensure your content is not only informative but also empowering, providing actionable insights that can truly make a difference in day-to-day lives.

Navigate the SEO Minefield With Finesse

The top spot on Google’s search results grabs a staggering 43.32% of all clicks, which is why content creators in the past have been tailoring their content exclusively for search engines.

However, just like fashion, what was once trendy has now become tragically outdated, and Google’s algorithm now views tactics that search engines used to favor as downright harmful. That said, there are certain SEO practices you should avoid when optimizing your content for search engines. Let’s delve into these detrimental practices:

  • Keyword stuffing: Cramming your content with excessive keywords in an attempt to manipulate search engine rankings breaks the readability flow and appears forced. Plus, search engines are smart enough to recognize this tactic and may penalize your site.
  • Using AI: Search engines and users value originality and genuine human input in content. While AI can assist in generating ideas, relying solely on AI-generated content can lead to a loss of authenticity. It’s also crucial to acknowledge that manipulating search rankings with AI-generated content violates Google’s policies, and such attempts can be easily exposed through AI watermarks, posing a substantial risk. Therefore, striking a balance and prioritizing human touch in your content is the best approach for better SEO outcomes.
  • Plagiarism: Originality is paramount, as plagiarism can lead to penalties that hinder the discoverability of your website. Conduct thorough research and present your own unique insights to add real value to the conversation.
  • Writing to reach a specific word count: Quality and value should always take precedence over quantity. Rather than obsessing over word count, focus on delivering comprehensive and insightful content that addresses the needs and interests of your audience.

Leverage the Power of E-E-A-T

Are you familiar with Google’s E-E-A-T? It’s the acronym for Experience, Expertise, Authoritativeness and Trustworthiness. These factors are essential components of Google’s Search Quality Rater Guidelines, the handbook used by real people to evaluate search result quality. To ensure E-E-A-T is prevalent in your content strategy, ask yourself the following questions:

  • Experience: Do you have firsthand experience with the subject matter? This includes using the product in question, working in a related field and implementing advocated best practices.
  • Expertise: Do you possess the necessary knowledge, qualifications and credentials to provide reliable information? You can show evidence and provide background information about the author or publishing sites to demonstrate expertise.
  • Authoritativeness: Do you have a solid reputation within your industry, especially among experts and influencers in your niche? Consistently produce strong content on a specific subject and link to credible, primary source sites.
  • Trustworthiness: Is your page, content creator and website trustworthy? Utilize secure payment systems, display trust badges and offer accurate informational pages.

Create a Remarkable Page Experience

According to Google’s latest guidelines, good page experience is now a critical factor in creating “helpful” content. After all, good page experience leads to seamless user experience (UX) that effortlessly guides visitors through their digital journey. To ensure you’re on the right track, ask yourself the following questions:

  • Are your pages performing well? This includes how fast they load, how interactive they are and how stable your visuals are.
  • Are your pages secure? Securing your website builds trust and protects user data.
  • Is your content optimized for mobile devices? Your content should look good and function well on both mobile and desktop.
  • Do your pages have excessive pop-ups and overlays? Strategically placed pop-ups can be effective, but an excessive number of them can harm users’ browsing experience.
  • Is your site easy to navigate? Clear navigation and user flow ensures visitors can quickly access the information they’re seeking.

After addressing these questions, you’ll be well-equipped to deliver an exceptional page experience that ensures easy navigation for users and enables effective crawling of your website by search engine bots.

Get the Hang of Google’s Guidelines with Aker Ink’s Expertise

In the journey toward creating an exceptional online presence, remember all your efforts can lose their impact without high-quality copywriting and digital marketing expertise. These are just a few key ingredients needed to effectively apply Google’s recommendations. Explore our full suite of content marketing services, so you can publish captivating content that equally resonates with humans and Google alike.