Last month, Google announced that it would be rolling out updates to its search feature to make it easier for people to find high-quality content. The new ranking improvements are aimed at preventing low-quality or unoriginal content from appearing high in the rankings. according to TechCrunch.
The update will target “SEO-first” content (articles created primarily to rank in search engines), with an emphasis on what Google calls “human-first content.” In a blog postGoogle explained: “If you’re looking for information about a new movie, you may have previously found articles that aggregated reviews from other sites without adding perspective beyond what’s available elsewhere on the web. That’s not very helpful if you’re looking forward to reading something new. With this update, you’ll see more results with unique information, so you’re more likely to read something you haven’t seen before.”
So what does this mean for small businesses in the promotional products industry who use content marketing and search engine optimization tactics to raise their online profile and establish themselves as authorities on branded products and logo? Experts say there’s no need to panic. “I think Google’s new changes will penalize sites that produce robotic content designed just for crawling and (hopefully) reward those of us who focus on creating quality content that appeals to real people,” says Marketing Manager Heather Clarke and communications from hi YESa company that sells prepaid phone data packages.
Still, it’s worth taking a look at your content strategy to make sure you’re serving your target audience well. Here are a few quick tips to ensure you’re producing high-quality, customer-centric content.
1. Focus on what you know.
It’s a well-worn trope to “write what you know,” but when it comes to content marketing, it’s important to take note. High-quality content will help establish you and your business as an expert in your field. “It has to be informative in a way that only someone in that niche can deliver, but still understandable to customers,” says Sarah Brodsky, a digital analyst at the search marketing firm. 9 Navigate. “Writing about areas of your business that you know well and have personally experienced also demonstrates a deep understanding of the subject at hand.”
2. Make it readable.
Your articles should be easy to digest and get your point across without too much fuss. Use headings, subheadings and small blocks of text. Visuals like photos and infographics can also help break things up. “People don’t like to read big blocks of text,” says Jessica Kats, an e-commerce expert at the online shopping platform. Soxy. “They get distracted and it doesn’t have a good response.”
3. Use keywords naturally.
Keywords are still an important part of your SEO strategy, but they shouldn’t make your writing awkward and awkward.
Once you’ve done that keyword research done, find ways to incorporate them into a piece without it looking forced. “It’s a delicate dance, trying to find that balance between writing in a fun and enjoyable way and writing with SEO in mind,” says Clarke. “Because of course, even the best content won’t work if no one finds it.”
Above all, your keywords and your chosen topic should match well. Your content, says Aissa Djalo of the full-service creative agency Tiny Giants Co.it should “respond to the search intent of the keyword”, meaning the reader should feel more educated after finishing the post.
4. Keep content fresh.
It’s tempting to repost evergreen content, especially if you’re a small business owner with too much on your plate, but that could be a mistake. “If small businesses have been repeating or reposting their content, they’re going to find that it does more harm than good after this update,” says Brodsky. “They should strive to create only new content, even if they are repeating topics, all text should be unique and the perspective and knowledge should be new.”
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