In the world of SEO, things are constantly changing. You might already follow the latest trends in search engine optimization. Maybe you already have a pay-per-click strategy built around high-quality keywords. You can even optimize keywords into your video descriptions so that they show up in both YouTube and Google search results.
Whatever you do and however you do it, there is always room for improvement. There are certain content standards by the guidelines that Google has set up, and this can affect the way that you create and foster your own strategy. In this article, we’re going to look at some of these content standards and in the process figure out how exactly you can get them to work in your favor.
A crash course on Google’s search guidelines.
Simply put, Google wants quality. How they define this quality is useful, workable content that’s published (preferably) by an expert in that field. Should this happen with the right keywords used, it will be far more likely for the content and page to show up higher up on Google’s search results. As the old saying goes, it’s quality over quantity, and this is something that Google subscribes to as a company.
Despite how wonderful Google is for those who use its search engine, it’s been notorious for making search algorithm that are difficult at best to navigate and figure out. Google did actually release a compressed version of these guidelines back in 2013, and they later released the entire version after a leak released this file.
The guidelines don’t necessarily provide a roadmap as to how exactly someone could “win” at Google, but they do provide a look into what the evaluators are looking for when it comes to what Google is looking for in a site for its search results. It even shows how a page is considered high-quality as well as what kind of content should be written.
Expert writers needed.
It should come as no surprise that Google likes original, well-written, and useful articles for its search results. A number of Google’s recent algorithm changes have focused on rewarding high-quality, professionally-written content while pushing aside content that’s been scraped or is otherwise low-quality.
An interesting aspect of all of this is that Google is focusing their attention on expert writers in the field who have something to say about their subject. This complex algorithm is able to weed out the low-quality content that’s not written by an expert in the field.
Google’s latest focus has been on expertise, authority, and trustworthiness, otherwise known as EAT. Simply put, this is going to be content that’s expertly written by expert writers in the field.
For instance, complex medical advice should only be given by an expert in the field who understands the intricacies of medical practice and who will update their content as new information becomes available.
Only someone with tax experience should be writing about taxes or other financial matters. It’s always important to have an expert writing these articles, but it’s especially pertinent in regard to the two examples we’ve looked at since health and finances are important matters.
Pages that don’t feature this level of expert content or which cover a tricky topic in a clumsy way will not see themselves very high on Google’s search result list.
It’s important to keep on top of the latest SEO trends. Along with keywords being exploited in the traditional way through search engine optimization and pay-per-click advertising, there are even ways to incorporate videos by writing a solid description with pertinent keywords in order to show up in both Google and YouTube.
Before you do any of that, however, you need to understand how Google’s content standards work when it comes to the search guidelines. Google only very recently released their full set of guidelines, so it still remains to be seen how sites take advantage of these new guidelines and this new algorithm.