The launch of Perspectives challenges content creators to up their content production game. It’s a step towards Google’s narrative of writing content first for users.
Most SEO content today is “keyword first,” with the goal of filling content gaps and ranking for specific terms.
With Insights, Google tells us that it favors content with fresh, original points of view tailored to people over more optimized content.
There’s no better way to energize this change in content production mindset than to create a SERP feature that rewards content diversity.
Here’s how to incorporate unique points of view into your content and create dynamic, inspiring spaces of trust that drive conversion and customer retention.
Content for Generative AI and Content for Perspectives
I have read Google’s AI generative search and thought leadership documentation already published for Search Generative Experience (SGE) and Perspectives.
But there is a need to discuss the different types of content that can be cited in an SGE result and what makes the content high quality and unique enough to stand out in the Prospects filter.
Since SGE appears to derive an answer based on multiple sources, it would be fair to assume that in order for Google to determine the accuracy of an answer, it would need to have a compatible online consensus.
In the case of Perspectives, alternative viewpoints may not necessarily align with the general consensus or be in a format that can be presented alongside other sources cited as SGE’s response to a user query.
In early tests of SGE, we already see several indicators of how Google collects information for different queries and query types. Understanding these sources is vital to our long-term growth and optimization strategies.
It’s important to note that early indications of how Google is generating its AI-powered content don’t stray too far from the general content guidelines (Page Quality, Satisfied Needs) that have existed since at least the 2016 version of the search quality ranking guidelines. .
However, Google citing sources that don’t usually rank on page 1 demonstrates the “hidden gems” language they’ve used in the May 2023 Useful Content Update.
This then relates to Prospects and how strong content with value-added prospects may not tick all the other boxes needed to appear on the traditional first page of Google, but Google knows.
What should content creators and SEOs do now?
In keeping with Google’s existing rhetoric of producing good content for users, we must:
Ensure a good value proposition and beneficial purpose and EEAT. Add unique takes to content without regurgitating what already exists online.
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The importance of user reviews and third-party product reviews
Reviews have been an important part of the online experience for a long time.
Over the years, Google has gotten much better at understanding the sentiment and themes of user reviews, especially on Google Business Profiles.
We now see Google include review elements in its generative search results for queries, highlighting considerations and elements where multiple reviewers have complained about a product.
For example, the query [best bags for hiking] collects reviews and third-party reviews (called “considerations”) for features such as sleeping bag compartment size, side accessibility, and product waterproofness.
The fact that Google also pulls product reviews from a combination of blogs and affiliates means managing your wider online presence (and optimizing your own assets) is now more critical and should be considered as part of your SEO strategy.
These considerations are perspectives provided by third parties about your product, service or company, which are deemed authoritative enough to be included.
As an SEO, this is an opportunity to work with product and content teams to ensure users can accurately predict their experiences and engagements with your brand.
In this way, if they are able to predict the experience accurately, they can determine if the item meets their needs and will not be disappointed and leave negative reviews and perspectives.
Adding perspectives to travel content
Adding unique perspectives to your travel content is all about showcasing the distinctive elements of your personal experience and presenting them in a way that resonates with your audience.
One approach might be to focus on the emotions and sensations associated with your travels.
Instead of just describing what you see, go deeper into how it makes you feel. This can be achieved by including sensory details.
Other perspectives people are looking for are more practical, such as the suitability of a location for families with prams, couples or people who have sensory issues and want to avoid crowded and overwhelming places.
You can get this content by writing blog posts or through user reviews and testimonials that you include on your travel and destination specific product pages.
These inclusions may not come from keyword research, people may also be asking questions, or third-party tools may have been scraped. But they can be discovered in your user feedback, user research and reviews from other platforms related to the hotel/destination/resort/area.
This approach can also be applied to accommodation listings on sites like Vrbo and Airbnb.
Let’s say you’re positioning your offer as familiar. As such, you’ll want to highlight features that will be important to parents with children of different ages, such as proximity to highways, whether the pool has railings, or whether stair gates are available.
Add perspective to e-commerce content
Incorporating user perspectives and reviews on e-commerce product pages can significantly improve the user experience and inspire trust.
User reviews provide insight into how your product performs in real-world scenarios beyond carefully curated product descriptions.
Some online clothing retailers already have features for this, such as the “true to size” scale, where users are asked to check how the item fits them. This informs potential buyers if the item fit as expected or was tighter/flowier than expected for the size.
This is a good example of enabling better user experience prediction.
By having a section dedicated to customer reviews and ratings on your product pages, potential buyers can make more informed decisions. This can lead to increased conversion rates.
Also, encourage customers to rate your product and share their experiences.
How did they use the product? What did they like? What do you think could be improved?
These insights are invaluable as they provide a layer of transparency, provide social proof and can answer common questions or concerns potential buyers may have.
Another way to integrate user perspectives is through user-generated content. This can include pictures or videos of your customers using your products on a daily basis, which can be incredibly persuasive.
By showing your products in real-life scenarios, potential customers can visualize how the product fits into their own lives, which can significantly increase the appeal of the product.
You can create a section on your product page where users can upload their images and videos of the product in use.
This enhances the product page with authentic and relatable content and fosters a sense of community and engagement around your brand.
Incorporate different points of view into your content
Perspectives is a concrete example of Google’s commitment to prioritizing user-centric content. It also gives content creators a powerful incentive to adopt the same mindset.
Adding user viewpoints and reviews can transform your web pages into dynamic, trust-inspiring spaces that drive conversion and customer loyalty.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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