Understanding Google and creating great customer focused content
Google [ the keeper of all knowledge ] is a tricky one to gain visibility on.
While it can be a great resource it can still be confusing and frustrating trying to understand how to be seen by your potential clients. However, it’s important to remember we’re trying to sell to people, not search engines.
Here is a breakdown of what you should know when creating Google content - straight from their latest update blog with tips and tricks on how to remain customer focused while still implementing effective SEO.
First things first
The first thing to consider is if you create content for people before creating content for search engines.
Great content creators understand the importance of having a focus on people-first material. They combine this with SEO to make the ultimate dynamic duo.
For example, when a customer is visiting your site you want them to have the same positive experience as they would if they were in store.
You want to make the interactions simple, straightforward and you need your information to be accessible. In order to do this you need to understand their journey as a consumer and tailor the site to meet those needs.
By developing content for your consumers and combining knowledge gained through SEO you’ll achieve the perfect mix.
If you want to learn more about how to understand this a great place to start is by reading Google’s very own advice:
If you alter your content for Google’s algorithms or signals you will never keep up. Their developers are constantly making small tweaks to their algorithms and by assuming what is coming next you may be making things worse for yourself. They suggest focusing on delivering the best possible experience for users - the rest will follow.
With user experience comes the quality of the actual site. This is key to ensure the search results that are appearing is what people will want to see. Here are a few examples of questions you may want to ask yourself when assessing your website quality:
Would you trust the information presented in this article?
Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
Would you be comfortable giving your credit card information to this site?
Does this article have spelling, stylistic, or factual errors?
Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
Does the article provide original content or information, original reporting, original research, or original analysis?
Does the page provide substantial value when compared to other pages in search results?
Is the site a recognized authority on its topic?
Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don't get as much attention or care?
Further information on this can be found here.
The second thing to consider is a critical one - you want to avoid prioritizing search engines.
The key thing to note here is while creating people first content is important it’s equally as important not to abandon SEO practices.
SEO is helpful when applied to the people's first content however when done in reverse order by creating content for search engines, people become uninterested and disengaged.
A few things to consider for this is:
Establishing the correct priorities and understanding when to focus on your consumers vs when to focus on SEO. This will help ensure you keep your content unique while also using key words and other SEO best practices.
Target the correct consumers by using data to match the audiences needs and wants. The more targeted and specific the content is, the more likely your audience is to find it and engage with it.
The third thing to consider is overall best practice - not just with SEO.
As we’ve mentioned, finding the balance between customer focused and SEO is important, it becomes irrelevant if you aren’t following the quality guidelines. A violation of these may result in your site being removed from Google entirely.
Basic principles to consider:
Make pages primarily for users, not for search engines.
Don't deceive your users.
Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you'd feel comfortable explaining what you've done to a website that competes with you, or to a Google employee. Another useful test is to ask, "Does this help my users? Would I do this if search engines didn't exist?"
Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
The specific guidelines and for more detailed information click here.
