BY LAURA SWIRE

The main goal of the most recent core update, launched in March 2024, is to reduce the likelihood of low-quality web pages appearing in search. Improved spam policies and changes to the core ranking system will mean the search engine prioritises more unique content that improves experience of a user. Alongside these changes it also retired the cache link and added more support for product variants.

QUALITY OVER QUICK WINS

Each content update from Google introduces a variety of changes, but prioritising authentic and helpful content has been a recurring theme of the last few updates. Since the first helpful content update in 2022, the Google algorithm has assessed content on its E-E-A-T guidelines. To be seen as informative and therefore rank highly, content must show Experience, Expertise, Authoritativeness and Trustworthiness.

The good news is, if you’re already sharing original thought leadership content from your team on their areas of expertise, it’s likely that Google views it favourably. If you want to further align your content with the algorithm and build a stronger presence online, consider the following.

CREATE INFORMATIVE CONTENT

Share content on topics that showcase your company’s specific expertise in the field and the addresses the needs of your target audience. Whether you’re working on short articles or technical whitepapers, be sure to back up claims with data and citations from reputable sources.

SHARE YOUR OPINION AND EXPERIENCE

Position the company as a thought leader by providing unique insights and sharing your actual opinion and experiences. Include real-world examples of your experience with customer case studies.

SHOWCASE YOUR EXPERTS

Attribute your content to knowledgeable individuals in your business to reinforce credibility. Sharing author bios, credentials and photographs of team members so users can put a face to the content they read, reinforcing trust.

From the significant updates like Panda, Penguin and Hummingbird in the 2010s, to the more regular updates we see today, Google will keep changing how it ranks content. Staying informed about updates is valuable, but it’s important to remember the bigger picture.

By focussing on creating helpful and authoritative PR content that resonates with your audience, you’ll always attract a relevant audience to your website.

Interested in creating content that appeals to both search engines and your intended audience? Our content creators can develop thought leadership that is tailored to your sector and optimised for SEO.

Contact Stone Junction to discover our digital PR services.