Google has always focused on providing its users with the best and most relevant results and content. For this, Google has introduced several updates in the past, and recently, it has raised another core update.
A Google core update, unlike earlier releases, includes major and comprehensive modifications to the company’s search algorithm and services. While most launches go unobserved, core changes are noted because of their impact on search results.
All you have to do to soar above the competition in the SERPs is create high-quality content. Well, that’s what Google wants from you with its core update.
Isn’t it simple? There is, however, a challenge with this. Everyone feels that their content is the greatest on the market.
Furthermore, one of the most challenging components of SEO to describe is high-quality content. People frequently focus on not-so-crucial things, such as word count, keyword density, or formatting.
Although there is no fixed formula for writing high-quality content, here are seven core, tried, and tested ingredients for writing effective and balanced content to justify Google’s update without losing the customer-centric approach.
1. Focus On Quality, Not Quantity
When Bill Gates predicted that the internet’s future would be content-driven in the 1990s, he didn’t mean just a collection of words and sentences. He was referring to high-quality, relevant information.
It’s tempting to keep churning out stuff. Your audience, on the other hand, is looking for high-quality material that’s fascinating, valuable, and instructive. High-quality content is comprehensive, practical, helpful, educational, accurate, and the best answer for the searcher’s query.
Potential clients become paying customers because they trust you and believe your product or service will fulfill their wants and solve their issues. A profusion of low-quality material will merely take up space, and viewers will ignore it.
High-quality postings will garner more attention, interaction, and shares, all of which should be the aims of a well-planned content strategy.
2. Have A Plan
Creating a plan may appear to be a no-brainer. However, with Google being more rigorous on content quality, having a plan before you begin writing will make your content more focused and consistent. A well-planned and executed content strategy not only increases traffic but also identifies your business and aids in the formation of strong bonds between you and your target consumers.
Begin by creating an editorial content calendar. Determine the types of material you want to distribute and the best platforms for you, then plan each frequency. You must consider providing the most satisfactory reading experience possible.
Consider how you can provide the best reading experience possible—choosing the best mix of text, infographics, and even videos. That’s what Google will concentrate on today and tomorrow.
3. First Human-Centric Content, Then Search-Engine
Everything you publish should aim to answer your readers’ queries.
When you try to create valuable material for your readers, they’ll show their appreciation by commenting and sharing it. That demonstrates trust. When consumers trust you, they’re far more likely to purchase from you and remain loyal to you.
The human-centered content approach relies on three critical factors: people, business, and technology. Incorporating these elements into your content marketing will generate more leads and sales than you think.
While including keywords into content is still crucial in gaining internet visibility for your website, you need to handle them correctly. Keyword-heavy content won’t help you. Not only will your target audience see right through your advertising pitch, but search engines will be ready to penalize you. The same words don’t strike a chord with everyone. To guarantee that your message is clear, you should tweak or unscramble the words to make your sentences more effective for considering the persona you are targeting. Finding and using alternative words will also help with SEO, enabling you to broaden your keyword phrases.
It’s essential to remember that having too many B2B business personas might be detrimental to your sales team’s ability to focus on a single pitch and clear goals. Amylase your audience by analyzing their requirement, and their expectation from your company. Then you can create a buyer persona addressing your current and prospective consumers desire. This approach will help you come up with focused content that identifies and addresses the challenges faced by your potential customers.
4. Consider Creating An ICP or Buyer Persona
When you ask marketing or sales experts to describe their consumers, they often mention their pain areas. On the other hand, understanding someone’s pain spots don’t convey the whole picture. Creating your buyer personas and ideal consumer profile (ICP) would be best. It helps you create segmented content to make the most of your written content.
A buyer persona is a set of characteristics with a potential client’s challenges, routine, position, source of research, and more.
Ideal customer profile is the template designed after analyzing your past customers and the potential target customer where your solution resolves its business challenge. ICP is a fictional account with all the characteristics that make it an excellent fit for the solutions you offer.
ICPs and buyer personas are distinct but related concepts. You may have an ICP with a few personas for whom your marketing team develops content, and your sales team feels at ease communicating.
For example, ABC company is a B2B data provider. A business-to-business organization with a sales process and a CRM system will be its ideal customer profile. Within these organizations, typical buyer personas include salespeople and others who enable them, such as sales managers, marketing managers, sales and marketing operations, and data or analytics teams.
5. Use Topic Clusters
A topic cluster is a collection of related web pages. All the topic clusters are created around a single pillar content concept that focuses on a broad topic and is linked to multiple associated sites.
Let us define topic clusters in a more general manner.
The majority of bloggers create individual blog entries that rank for specific keywords. If you want to rank for the term best fitness apps, you’ll probably create exclusive content using “best fitness apps” as the primary keyword.
What happens when you write many blog entries on the same topic?
It simply results in your URLs competing against one another in search engine results pages (SERPs), which is generally considered duplicate content and unsuitable for your website’s SEO.
Here’s where the solution of topic clusters comes into play: you pick the broad topics you want to rank for and then write articles based on specific keywords relevant to that topic to improve your search engine visibility.
6. Use Videos in Your Articles
Videos are the best to drive engagement and trust. Most marketers believe that video is an excellent lead-generating investment. According to 86% of video marketers, video has proved efficient in generating qualified sales leads.
Anything worth blogging about is definitely worth making a video. One way of doing it is creating and adding video tutorials when introducing any feature or functionality of your product/tool in the blog.
Another way to use video is by creating a video summarizing the essential points of your content, then expanding on those topics in the text. This method is effective because short films receive the most significant attention, and you can publish your summary on YouTube and link to the extended version.
7. Keep An Eye On Readability
Long and information-heavy content may cause people to stop reading and click away from a website you want to promote in search results. This results in a more significant bounce rate, harming your SEO.
A readability score can approximate the degree of knowledge required for someone to comprehend a piece of writing quickly.
The importance of readability has been acknowledged by many industries, from digital marketers to medical writers. Tools like Semrush give you a readability score and ideas to improve the score to reach the ideal range.
By assuring the readability of a piece of writing – whether it’s a patient care guide, a promotional piece for a particular brand, or a policy – you enhance the likelihood that your reader will comprehend your message.
These seven core ingredients would significantly differentiate your masterpiece from the daily flood of information. Start establishing your authority in your field, engage your audience in the issues that are important to them, and optimize your website for search engine success.
Pro Tip to Conclude
Always aspire to be the best version of yourself while writing. You don’t have to go for skyscraper content, 10X content, or whatever else the newest buzzwords advise you to go after. You need to develop material that is superior to that of your nearest competition.
Put yourself in the position of a searcher. Would a searcher be satisfied with how your post answers their inquiry, solves their problem, and adds value and utility to their life if it ranked first?
Don’t chase algorithms… or waterfalls. Or something else. The key to creating high-quality content is to write for your target audience. It is a success if your content can connect with your audience and encourage them to take action!