It has long been said that content is the “king” of search engines, as users come to search engines looking for information, answers to their questions, entertainment and more. Because the most widely used search engine in the world, Google, has detected manipulation of content to try to rank at the top of the results, it constantly changes its algorithms to make sure it delivers the results that are actually being searched for.
Every day the search engine processes a high volume of traffic to understand the user’s intention and provide the results they require. Therefore, webmasters have used content strategies to make their website or online store stand out from the crowd, positioning themselves among the first places to get the most clicks. However, the constant updates of algorithms have caused them to react to adjust their content to the new guidelines so as not to lose the traffic and position achieved.
SEO experts know that there are contents that survive algorithmic changes, and that after a new update not only maintain their traffic and web positioning, but even improve it by using the practices that please the search engine, which are:
1. Human-centric content
The user experience is not only limited to the design and navigation on a website, it also encompasses the content presented to them, so it is recommended to create content that answers frequently asked questions from users, with appropriate wording, understandable and that captures the interest of the visitor.
2. Content appropriate to the audience
Knowing potential customers or visitors is essential for the creation of content that really interests them; although there has been debate about short or long formats to rank in Google, what really favours the search engine is the adaptation to the needs of users — to anticipate what they are looking for and provide it in the friendliest and most understandable way.
3. Quality information
Faced with the excess of information on the web, it is important to create original content that offers something different and new whilst also responding to users’ queries. Rather than making an effort to write very long, but not very understandable, repetitive or incoherent articles, it is important to focus on what the reader is really interested in.
4. Use of semantic phrases or long-tail keywords
The rise of voice searches, either directly from the search engine or through smart speakers like Echo or Google Home requires that the contents are adapted to semantic phrases and long-tail keywords, in addition to adding a conversational tone in the texts to adapt to the “micro-moments” to increase visibility and traffic to the website.
As you know, content is one of the most important factors to optimize your website and position it in the first search engine results, and if you want to keep up with Google’s algorithms, improve your SEO and digital presence, make sure to have these four in mind when creating content.