For a while now, content that’s been getting out there in the digital universe has been created with a ‘business-and-ranking first’ approach. All that is set to change with Google’s new content update which has been created to reward content that puts ‘people first’. Needless to say, businesses and brands that have aced the game when it comes to creating Google algorithm-focused content will need to rethink and realign their content creation strategies. With this new update, Google will ensure that customers get their rightful access to content that’s not just original but relevant and helpful to their diverse and yet distinctive needs. Here’s a blog that shares 5 insightful things you need to keep in mind, in order to keep your content aligned with Google’s latest rollout in the world of digital content.
1 Make your content useful for your audience
When creating and publishing content, you need to honestly ask yourself a question: “Are we creating this content to help our customers in some way or to meet the criteria of search engines?” There’s a big difference between both types of content. Content created with the former objective will not just drive customers to your website but will also lead them to discover solutions for their specific needs and problems that made them read your content in the first place. Content that’s created with the sole purpose of cashing in on a current trend or getting into the radar of search engines may catch the customer’s attention, but will not end up delivering much tangible benefit or value to the customer reading the article and landing on your website.
So, if you’re a home improvement company, run content on trends, issues and challenges that homeowners will find relatable, and more importantly, which can be handled or installed by your company.
2 Be sure to practice what you preach
Let’s say, your content is educating customers about a new way of doing things. The question is, does your business have the knowledge or expertise to offer this ‘innovative’ service or solution to customers? The point is, talk about something only if you’re qualified or experienced enough to go through with it.
For example, speak about invisible dental aligners if you have both expertise and experience in this area of cosmetic dentistry.
3 Avoid trying to be an all-solution expert
In a competitive world where customers come with a myriad range of problems, some businesses try running content that touches upon more areas than they are naturally equipped to handle. An example of this could be a therapy establishment, that’s technically qualified for specific types of therapy and yet, uses keywords relating to other therapies that are not covered under its areas of competence. The reason behind this sort of broad-based messaging is to drive as many people to one’s website. But does it work in the end? Of course not.
If you’re a therapy establishment that specializes in treatment of adults with specific issues, refrain from running any content that revolves around children needing therapy.
4 Do not put out half-baked content
Your latest content may be a long read but does it provide insights or answers to customer’s questions? The number of words is by no means an indication of the value embedded within the content. If after browsing through a blog, the customer feels he or she needs to check out a few more, then the blog has failed in its prime responsibility.
If you’re a propane company that’s running a blog on how to choose a propane dealer, make sure your article carries all the requisite questions to ask or factors to consider, while making a choice.
5 Do not make claims that cannot be supported
It’s often tempting to offer ‘news’ or even ‘possible’ solutions to customers without checking the validity or credibility of these so-called ‘facts’. If your business is talking about a development that will change the lives of customers but is not yet commercially ready, be transparent about this fact.
As a home improvement company, if you’re talking about a coating solution that will prevent UV rays from damaging or aging shingles, make sure such a product exists and is ready to order in the marketplace before you give hope to thousands of homeowners.
To sum up, Google’s content update is not meant to make life harder for businesses. On the contrary, it’s created with the vision to help safeguard the interests of customers and serve them even better. Above all, it’s been rolled out to deliver one simple message. Communicate with your customers in a way that’s honest and genuine, that ensures the benefit and well-being of your customers above all other goals. If you’d like to know more about this topic or would like professional help in aligning your content with Google’s content update, get in touch with us at SocioSquares. We’re a digital marketing agency with over 11 years of experience in helping small businesses and start-ups shape their growth curves with the right digital strategies and content. If you’re a business that specializes in home improvement, dentistry, oil and propane delivery, therapy, coffee e-commerce, pet healthcare or any other sector, call us and we’ll help you develop content that not only meets Google’s updated guidelines but also helps you connect with your customers in the best way possible.
