At the annual Google I/O developer conference, the tech giant announced upcoming changes to its useful content system.
This update aims to improve the search engine’s ability to identify content created from a personal or expert point of view, thus improving the user’s search experience.
Improve search results with a unique experience
The Useful Content System is a crucial part of Google’s automated ranking systems, designed to ensure that people see original, high-quality content in search results.
It uses a site-wide signal to evaluate content, distinguishing between content that provides a satisfactory visitor experience and content that does not meet user expectations.
By doing so, the system encourages the creation of content written by people, for people, rather than content designed primarily to attract clicks.
The upcoming update, according to Google’s announcement, is set to improve the system’s understanding of content created from a personal or expert point of view.
This means a more sophisticated ability to evaluate content experience and authenticity, allowing you to rank more of this useful information in Search.
The announcement from Google states:
“In addition to making it easier to find authentic prospects, we’re also improving the way we rank results in Search overall, with a greater focus on content with expertise and unique experience.
Last year, we launched the Useful Content System to show more content created for people and less content created to attract clicks. In the coming months, we’ll be rolling out an update to this system that more deeply understands content created from a personal or expert perspective, allowing us to rank more of this useful information in Search.
Useful information can often live in unexpected or hard-to-find places: a comment in a forum thread, a post on a little-known blog, or an article with unique expertise on a topic.”
Key points for content creators
Updates to useful updates to Google’s content system have important implications for publishers.
To avoid a negative impact, sites are encouraged to remove unhelpful content and focus on creating useful, trustworthy and people-centric content.
Google’s classifier, which identifies unhelpful content, runs continuously, monitoring recent and existing sites.
Over time, as you discover that unhelpful content hasn’t returned, a previously applied rating may no longer apply.
In practical terms, this means that content creators should adhere to several fundamental principles to ensure that their content is considered “useful” by Google’s system:
Go to your area of expertise: Content should be created with your target audience in mind, focusing on topics within the site’s area of expertise. Content designed to attract search traffic or to tap into trending topics outside of the site’s niche is less likely to be useful.
Demonstrate first-hand experience: Your content should demonstrate first-hand experience and deep knowledge. Content about products or services should be based on personal experience, and this should be made clear with original photos or knowledge.
Focus on one topic: Websites should have a primary objective or goal. Trying to cover several unrelated topics can confuse visitors and search engines.
Provide sufficient answers: The content must aim to educate or help the user, addressing their concerns or questions thoroughly. Content that makes readers feel like they need to search again for better information is not considered useful.
Ensure a satisfying reader experience: Content creators should aim to provide a comprehensive solution for the reader. Even if the content meets all the above criteria, it can be considered not useful if it does not provide a satisfactory experience.
Avoid making false claims: Websites should avoid making claims that are not true, such as suggesting a release date for a product or service when it has not been confirmed.
Follow Google’s guidelines: Adhering to Google’s guidelines for basic updates and product reviews will also benefit the ranking of the Useful Content System.
Google’s upcoming update to the Useful Content System reflects its ongoing commitment to improving users’ search experience by prioritizing high-quality, authentic content.
The company will provide more details about the update when it is officially unveiled.
Featured image generated by the author via Midjourney.
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