Google rankings can drop if SEO leads to so-so content

Google now penalizes website content that is primarily written to appear higher in search engines but is not useful to users.

Google, as the name suggests, rolled out the “helpful content” update, which was launched to help users see more original and helpful content in their search results.

According to Google, our systems automatically identify content that appears to have little value, low added value, or not be particularly helpful to searchers. Their search rankings will drop, as will the traffic to those sites.

“Google wants to remove overly SEO-optimized websites, i.e. websites that are full of keywords but useless for users,” Web Design and Search Engine Optimization said Juan Vides, president of Oceanside-based TechACS, an SEO (SEO) firm.

SEO is important, he says, but when creating content, you should first and foremost make sure you’re providing valuable content to your users. Google provides guidance on this: https://tinyurl.com/ym3rbhe8

According to Google, if you answered “yes” to questions like these, you’re on the right track with a “user-first approach.”

• Does your content demonstrate direct expertise and depth of knowledge (e.g., expertise gained from using the product or service or visiting a location)?
• Do people who read your content feel they had a satisfying experience?

According to Google, warning signs when you need to re-evaluate how you create content include:

• Do you use extensive automation to create content on many topics?
• Do you mainly summarize what others have to say without adding much value?
• Does your content make readers feel like they need to search again for better information from other sources?

Loren Wildes, president of Bar Harbor Web Design, a digital marketing and web development agency based in Port Jefferson, said. Basically, they use software that creates content for you, she says.

recidivist

They also load sites with repetitive keywords of little value just to boost their search rankings, she says.

This doesn’t mean you can’t optimize your site with relevant keywords, but you should write for your audience first and then make sure it’s optimized.

Her tips include: Write high-quality content that is subject matter expert, use headings and paragraphs to write content that users can easily scan, and avoid text blocks that simply repeat keywords that you expect to rank well Searching for things.

Among the websites that will be punished are those that produce a lot of content. People who cover random topics that they are not experts on. Uses copied content or clickbait (a deceptive link that tricks visitors into clicking but doesn’t provide the information the user actually wants).

He said that posting your latest projects, showcasing your work, and updating your reviews all help the user experience and provide value.

Vides helped Garden City’s Giorenti Custom Clothing, which designs bespoke apparel for men and women, to do this on their site.

If you scroll down the site www.giorgenti.com, there’s a link for customers to leave a Google or Yelp review, which also appears on the website itself and is updated regularly, says CEO Janine. says Giorgenti. She also helped with the usability and design of the website. The company launched her newly designed website in April.

“We did a lot of user testing with our clients,” Saeed said, noting that they asked what questions they wanted answered on the site and updated accordingly. .

For example, people weren’t sure what to expect when they came to his store, so it’s laid out in three clear steps highlighted on the homepage, Saeed says. We also added new images to appeal to our changing audience.

When the company started over 20 years ago, they catered primarily to men. Giorgenti pays attention to a more diverse clientele, including ethnic and LGBT groups. Expanded outreach is reflected on the site.

Giorgenti says it’s updates to these and other websites that give him confidence that Google’s new updates won’t hurt his rankings.

update frequently

Anthony Savino, president of Benjamin Marc, a web design, logo design and marketing firm based in Lake Grove, says it’s good to showcase your voice and expertise to improve the user experience. increase. He does this on his own website, creating a blog that updates weekly with tips, industry news, and company news.

“Regular content updates improve ranking visibility and usability,” he says.

He says Q&A can also be helpful for users.

“Websites should be user-friendly,” says Savino.