The digital landscape is constantly shifting. Google's ongoing efforts to improve search quality have significant implications for content creators. There is a need to stay ahead of the curve. Take action to ensure your content thrives in the evolving search ecosystem. Consider these five resolutions for the coming year.
1 | Prioritise User Experience (UX) above all else
In an era dominated by AI and automated content, the human element remains paramount. Shift your focus from keyword stuffing and SEO manipulation. Create genuinely valuable content. Ensure it addresses real user needs.
Focus on making your website content easily understandable by everyone. Adopt a "content first" approach. This means prioritising clear and concise writing before worrying about the design. This helps prevent creating visually appealing websites that are difficult to navigate and understand.
Imagine the last time you tried to read a lengthy Terms and Conditions page. These documents are often filled with confusing jargon and long, complex sentences. This makes hem frustrating to read. However, by using simple language, shorter sentences, and avoiding technical terms, you can significantly improve the user experience.
Easy-to-read content is crucial. This is for both readability and accessibility. If your website's content is too complex for the average person to understand, you risk losing a significant number of potential customers.
Some other rules of thumb to take into the new year:
- Conduct in-depth keyword research. Go beyond simple keyword lists. Understand the intent behind user searches. What information are they seeking? What are their pain points?
- Write for humans, not search engines. Focus on clear, concise, and engaging language that resonates with your target audience.
- Provide genuine value. Offer unique insights, actionable advice, or in-depth analysis that goes beyond surface-level information.
- Optimise for readability. Utilise tools like Readable to assess and improve readability scores. Ensure your content is easy to scan, understand, and navigate.
2 | Champion originality and depth
The era of "thin content" is over. Google prioritises high-quality, original content. Content that provides genuine value to users.
Google has significantly revamped its search ranking algorithms in recent years.
In 2022, Google initiated major changes to its ranking systems. This was with the aim of "reducing unhelpful, unoriginal content on Search and keeping it at very low levels." This ongoing effort continued with further refinements in March 2024.
Google estimates that these changes will result in a 40% decrease in low-quality content appearing in search results. One of the best ways you can combat this is by showcasing your originality and the depth of your knowledge. You may have noticed that a lot of AI content says a lot without saying anything at all – being the opposite of this is how you can stand out.
- Avoid content mills and automated content generation tools. Embrace human creativity and expertise in content creation.
- Focus on in-depth analysis and original research. Go beyond summarising existing information.
- Offer unique perspectives, data-driven insights, and valuable opinions. Invest in high-quality visuals and multimedia. Enhance user engagement with high-quality images, videos, and interactive elements.
- Avoid "answer-only" pages. Provide comprehensive and insightful information that goes beyond simply answering a specific query.
3 | Remember the principles of E-A-T
Google emphasises Expertise, Authority, and Trustworthiness (E-A-T) in its search quality guidelines. We all love to eat at Christmas, and we can ensure ongoing joy for our website content by taking the EAT acronym into the new year. Embracing the EAT principles will contribute to how much your content stands out from the crowd.
Give yourself some credit. Not everyone can do what you can do. Not everyone knows what you know. You have a unique set of experiences as both an expert and as a human being. These inform your outlook. Your readers want that uniq ue outlook on your niche.
- Establish yourself as a thought leader. Position yourself as an expert in your niche through consistent, high-quality content creation.
- Build trust with your audience. Be transparent, honest, and authentic in your communication.
- Cite credible sources and back up your claims with evidence. Support your assertions with data, research, and expert opinions.
- Focus on building long-term relationships with your audience. Engage with your readers through comments, social media, and email newsletters.
4 | Prioritise readability in your content design
Readability is not just about grammar and spelling. It's about creating an enjoyable and engaging reading experience for your audience.
Readability is a vital aspect of effective content. It not only influences Google rankings but also:
- Enhances accessibility.
- Improves user experience.
- Fosters trust with your audience.
Across various industries, such as e-commerce and government, improved readability has demonstrated tangible benefits. In e-commerce, it leads to higher conversion rates, while in government, it reduces citizen inquiries, resulting in significant time and cost savings.
- Use clear and concise language. Avoid jargon, complex sentence structures, and passive voice.
- Break up text with headings, subheadings, bullet points, and images.
- Optimise for mobile devices. Ensure your content is easily readable on all devices.
- Focus on user experience beyond readability. Consider factors such as page load speed, navigation, and overall website design.
5 | Stay informed and agile
The search landscape is constantly evolving. To stay ahead of the curve, continuous learning and adaptation are essential.
- Stay informed about Google's algorithm updates and best practices. Regularly review Google's
- Search Quality Rater Guidelines and other official resources. We regularly cover updates on the blog and convey them in a way that’s easy to understand, so come back anytime!
- Monitor industry trends and adapt your content strategy accordingly. Keep up-to-date with the latest trends in content marketing, SEO, and user experience.
- Experiment with new formats and approaches. Explore innovative content formats such as interactive content, video, and podcasts to engage your audience.
- Continuously refine your skills. Invest in professional development opportunities to enhance your writing, editing, and SEO skills.
By focusing on these resolutions, you can navigate the evolving search landscape, create high-quality content that resonates with your audience, and achieve sustainable success in the digital world. Remember, the goal is not just to rank well in search results, but to provide genuine value to users and build lasting relationships with your audience.
