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Google is constantly updating its algorithms. But as long as you take the right approach to your content, most updates won’t hurt your business. This includes the recent Helpful Content Update, which finished rolling out in early September.
Google is an information platform designed to quickly connect people to the best information. Its updates are consistent with keeping users happy so they continue to use the platform.
Google emphasized that point in its introduction to its recent updates, stating that its goal is to “connect people to useful information.”
Sadly, many companies overlook that point and instead cling to keyword data and do everything to rank for certain “high-value, high-traffic keywords.” As a result, they get caught up in a drastic change in traffic after the algorithm update and wonder what went wrong.
If you want to make more money from organic search while avoiding a sudden drop in traffic due to Google updates, you need to focus on five key areas. Specifically, you should avoid:
- Obsession with longer content
- Keyword quantity determines strategy
- Ignore sales goals
- Skip Your Own Expert Insights
- don’t take calculated risks
To some, it may seem obvious. However, many companies and institutions still make these mistakes. Because it’s easy to fall into certain traps.
Here’s what traps are and what to do instead.
1. Longer content isn’t always better content
As the “skyscraper technique” became popular, marketers increasingly focused on making their posts longer.
That’s the wrong approach.
Even long content can be thin content. This is because “thin” doesn’t mean length.that is depth.
Many businesses and SEOs simply review publicly available content, draw insights from a few related posts to make the article longer, and finish in a day.
It’s long. But it doesn’t really add anything to the conversation.
If you’ve read multiple blogs trying to find an answer, you know the frustration your readers are feeling if you only notice that the top results are basically the same. Must be fully compliant.
However, it doesn’t throw everything at the reader.
Doing so will confuse your readers by forcing them to scroll through the content to find the answer. Or, worse, they’ll roll their eyes at the expected reading time and try to find an easier answer.
Get to the answer quickly. If your post is a “how to” guide, you should start with the steps after the introduction. Don’t add irrelevant subtopics in the first place.
Additional relevant information can be added at any time after the initial search intent has been addressed. This allows you to do it thoroughly without getting annoyed.
2. Keyword volume shouldn’t dictate your content strategy
Every niche has core keywords that drive a lot of traffic. And you might want to rush after them (especially on low difficulty). But even if they are relevant to your business, they may not always be the best choice.
You can (and should) pursue high-value keywords. After all, ranking such terms has a lot of value. You can drive traffic to your site, increase brand awareness, and drive more organic backlinks.
However, this is not always the case.
In fact, many high-traffic keywords don’t do much. And if it doesn’t move the needle, it’s just an indicator of vanity.
Ultimately, you need to show results (usually generate revenue). In other words, the keywords you target should depend on your sales goals, SEO goals, and the familiarity of those keywords.
Fight the urge to ignore low volume keywords. You may miss topics that translate well, or you may get more links than popular terms.
3. Focus on driving revenue with sales team insights
“Informative content updates are meant to reward better content that visitors find to be a satisfying experience, but content that doesn’t meet visitor expectations doesn’t work as well,” says Google. has said.
That’s why you should always talk to your sales rep before starting any SEO campaign.
Your sales team has a unique insight into your customers’ real questions, objections, and complaints. This is a treasure trove of useful content for our users.
Additionally, sales can help you find the exact language your customers and prospects use to describe their pain points.
Most importantly, your sales team can use that content in their sales cycle to close more deals.
High-quality content builds trust by providing useful insights that reduce pain points for people. Whether users are simply curious or need help growing their business, Google prioritizes content that meets their needs.
All of this aligns exactly with how Google defines useful content.
- It helps your audience.
- Share your unique experiences and insights on the topic.
- It’s relevant to your industry.
- It’s really educational for your readers.
- It helps readers reach their goals.
In short, the best content should be genuinely useful.
The Keyword Tool can help you identify opportunities and provide guardrails for content response, but it’s not your secret weapon for success. your sales team.
Working with your sales team is the best way to create truly useful content.
4. Always include expert insight
Businesses are busy increasing revenue, helping customers, and managing growth. As a result, content creation is often deprioritized and outsourced to agencies.
There’s nothing wrong with that (I own an agency). The problem, however, is that most companies don’t take the time to provide expert insight and feedback. Instead, they tend to get stuck in grammar, tone, and voice.
That’s a big problem.
All content should provide original insights from experts within your organization. You can’t outsource it.this Must Comes from a subject matter expert.
This is the difference between basic, generic posts that waste people’s time and true thought leadership that makes people’s lives better. (Google explicitly outlines this.)
Talking to experts about the exact problems your customers face and possible solutions is key to making your content stand out.
5. Take calculated risks
Playing safe with SEO is tempting.
The standard approach to keyword research and content marketing these days is…
- Run your business URL using the Keyword Tool.
- Run your competitor’s URL using the Keyword Tool.
- Find keywords with high traffic and low difficulty.
- Write content on those topics.
- wait for the result.
Some people might splurge on guest posts, link exchanges, and paid links if their budget allows. But this is his SEO copy-paste strategy that many organizations use.
Rather than building a brand and establishing a presence in the field, they stay “improvised.” it’s not enough.
Instead, use SEO to gain additional insight into your audience. Take calculated risks and create unique assets using business objectives, sales team insights and keyword research.
Experiment with new content ideas and topics. Look at the reaction of the audience. And use those insights to drive new ideas that help you reach your audience better.
This is how you create truly helpful content that ranks regardless of Google algorithm updates.
Other resources for Google algorithm updates
10 Important Google Search Algorithm Updates From 2021 [Infographic]
Google Page Experience Update: What Every B2B Marketer Needs to Know
What B2B Marketers Need to Know About Web Metrics That Matter
