The main goal is to create content that is primarily aimed at users. What does that mean?
All SEO professionals know very well that in order to rank better on the Google search engine, it is important to follow Google’s terms and conditions and understand the rules.
The guidelines given by Google are always demanding, the wrong steps taken with them can carry with them certain sanctions that fall when ranking, the algorithms within the guidelines are often prone to change and the rules are constantly directed towards users. It can be said that creating quality content for websites is an extremely demanding process that is a challenge for many.
If they strive to follow and follow Google’s guidelines, the end result will be exactly what Google wants – content that puts users first.
A few additional questions follow from this.
How to create online content that takes into account users and Google’s guidelines together?
How to avoid a decrease in online traffic and potential sanctions that will result in a lower ranking on the Google search engine?
In order for the content you market to be of high quality, you must get rid of bad practices and try to adopt the use of proven practices that can be the basis of success.
The above advice covers the theoretical aspect of adapting web content, but below we will list a few guidelines that clearly describe the actual practice.
DON’T CREATE CONTENT WITHOUT USER VALUE – COMMIT TO CREATING QUALITY CONTENT
Google devalues poor content, copied content without authenticity, and content that has too many keywords.
Web content must be rich, full of meaning with lots of information in order to rank higher.
In short, web content must have value that is clear to the reader and everything must conform to Google’s standards.
Google’s standards are summarized in a nutshell EAT (expertise, authoritativeness, trustworthiness). In other words, Google requires web content to be professional, it needs a dose of authority for the area it refers to, and it must be reliable.
In order to ensure these somewhat general standards, it is always a good idea to create content that:
- helps the target audience
- it is created by an expert who can clearly present the content
- it comes from a respectable source
- it is frequently updated.
Achieving these criteria is not at all easy, but here we have already stepped into the area called content marketing strategy i.e. content marketing strategy.
YOU MUST UNDERSTAND THE CONTENT YOU CREATE – BE TRUE, ACCURATE AND GROUNDED
Google doesn’t rank all content the same way.
When determining search quality, Google places extra emphasis on the legitimacy of websites, and unreliable content can have serious consequences.
For Google, the reliability of information is a very important aspect of the quality of web content, and there is another coined abbreviation for this issue – EDGE.
YMYL actually means “Your Money or Your Life” which points to the following very important areas:
- state governments and other administrative bodies
- legal information
- financial information
- online shopping
- health and other things.
Google is no joke in the mentioned categories and if they are presented within individual web content, the criteria for high ranking are even more pronounced because bad content with wrong information in these areas can really have negative consequences for an individual person.
EAT standards must certainly be followed, and this especially applies to web content that falls under YMYL.
CONSIDER THE FACT THAT THE WEB CONTENT IS TAILORED TO THE NEEDS OF THE USER
Earlier, we already stated that the user experience and Google’s guidelines actually form a whole that determines the quality of some web content.
Google wants content creators, SEO experts, and online marketing experts to market web content that will match the user’s intent or needs while searching on the Google search engine.
Because of that WHICH tj. Search Engine Marketing has become a separate area that is crucial in adapting to users.
How to consider user intent within Search Engine Marketing?
Good adaptation to user intent leads to a good user experience, and Google views this extremely positively.
In 2022, the goal of effective SEM is to align with user intent in just a few clicks.
Optimizing your web content while keeping in mind the user’s search intent will improve your SEO and create a much more successful user experience.
Below you can see what the analysis of user intent looks like during a search with the help of individual signals and keywords:
|USER SEARCH SIGNALS|
|How||Brand name||Shopping||A review|
- DO FREQUENT ANALYSIS OF THE COMPETITION’S WEB CONTENT
In every industry there is competition, so it is always good to take a look at the web content of competing companies, especially if you see that they are ranked better than yours.
As soon as you better understand the content marketing and SEO strategies of the competition, you will have a better insight into the models that are successfully implemented.
How to conduct and revise analysis of competition strategies?
Various tools such as HubSpot Website Grader, Google Search Console, and many others that you can find on the web can help you in this and get a deeper insight into the strategies used and the selection of keywords.
The conclusion is that it is necessary to follow Google’s advice, rules and instructions for successful marketing and ranking of web content.
The value of web content for users must be there, the content must be of high quality (don’t be afraid, Google will surely know this) and be sure to pay attention to your competition.
Optimizing each piece of content using SEO strategies can make a difference in its quality and traffic to your website.
Written by: Ervin Mičetić