The update aims to better reward content where visitors feel they've had a good experience. A perfect example is when someone finds an answer to their question and goes through the entire content - that feedback is now more likely to show up in results. More good content means more happy visitors which makes for a better user experience - and that's what Google cares about most.

Why You Should Pay Attention To This Update

Even though we've only noticed an impact on a few website categories (for example ringtones, coding and lyrics pages), this update denotes to us an overall trend - not only on search engines - but also on social media platforms that content that is not relevant to users will get more and more penalized.

We all know the saying: Marketers ruin everything.

The minute the masses flock to something exciting, marketers are right there, trying to figure out a way to profit from this enthusiasm, all the while wildly jealous that they didn't think of it first.

Not only that, but most marketers are looking for that ''magic silver bullet'' - that hack they figure out to get very high short-term results, even if it means scrapping long-term goals.

If you worked on a Website in the early 2000s, you may remember some of what we in the industry call ''black hat SEO strategies'' that encouraged you to stuff tons of keywords on your website, sometimes in a transparent manner (like white on white text), so that it would not be visible to the naked eye, but search algorithms would pick them up and rank your website higher.

As Search engines got smart at detecting these tactics, they started de-indexing websites and even penalizing them by blacklisting the domains. This means that it became almost impossible for marketers who used these tactics to send organic traffic to their website and its content.

Nowadays, there is a trend towards automating everything, where hundreds of software are proposing to write ''SEO-friendly articles'' for you, or creating videos from scratch using digital voices.

While I believe there is a place for automation, one needs to be careful to not rely entirely on automation or AI to create content. 

How Can You Adapt To The Changes

When you're building your content strategy, always keep your prospect in mind: what are the kind of questions they will be asking themselves about your product and service? You want to create content that will be relevant to your audience, not content for search engines.

Don't forget that search engines are essentially answer machines. Internet search engines are programmed to provide the best and most appropriate search results to internet searches, based on user requests.

5 Tips For Creating Relevant And Original Content That Will Increase Visibility In Search Results

Here are 5 tips to ensure the content you create will please Google's algorithm, while providing clear, useful content for your prospects:

1. Find out what the search intent is of people looking for your products and services - That's what you need to focus on. If you're only writing on subjects that are trending because you want to jump in on the hype, you may confuse your audience and the results will be the opposite of what you expect.

If people land on your blog, expecting to find information about a particular product or service, but end up finding something a boring sales pitch with no added value, they'll bounce out of your blog as fast as they came in, and Google will take away brownie points from that content page.

If people are visiting your website with the intention to purchase, but there is no ''buy now'' button, they may head over to your competitor.

Optimizing your content for search intent ensures you provide the right content to the right audience—at the right time.

2. Be original, don't repeat content - It's of course a lot easier and faster to take a blog article, tweak it a little bit (essentially saying the same thing without additional insight), slap your name on it and call it a day but duplicate content is being penalized more and more.

It's definitely worth it to take the time to add your own thoughts, insights, and research into a topic that is trending. Try to find an angle no one has talked about yet and go for it!

3.Improve the quality of your content - When you know what searchers are querying the search engines about your products and services, it becomes easier to create content that will be really relevant to them and move them along your sales funnel.

Basic tips such as using catchy titles, telling a story, creating the right tags are all part of a solid content strategy.

4. Create more video and visual content - People remember information from videos more than any other medium; studies show that the average viewer retains 95% of a message when watching it compared to only 10% when reading.

In 2022, companies that want to stay competitive will have to use video marketing. Videos will become increasingly important to businesses as the internet becomes crowded with content and businesses struggle to stand out without using them.

5. Beware of automation - There are a lot of software options that offer to create content for you, easily. While it may be very tempting to work with these tools, there is a way to use them intelligently.

For example, at Vibe Médias we use a software called Anyword to help us design the titles, intro paragraphs and outline of a blog article, but we would never rely on that software to produce an entire piece of content. Most of the time, you'll realize the content these software put out is of poor quality and not relevant to the actual topic you want to discuss. 

Final Thoughts

At Vibe Médias, we've been building websites since the early 2000s, and we've only ever used sincere white hat SEO techniques in order to ensure long-term viability and visibility for the domains we work with.

If you are looking for ways to increase your website’s traffic for the long term, contact us to help with your SEO strategies and your Content Marketing Strategy today.

And remember, optimizing your entire ecosystem with the right SEO techniques to get ranked in the search engines may be a slower process. The results are more stable and sustainable in the long-term and you'll ensure the prosperity and longevity of your business. 

To find out more about how we help professionals like you build a strong Marketing Content and Social Media Strategy to attract and retain prospects and clients, schedule a call with us!