When I started writing SEO content in early 2021, the company would send me a link to a top-ranking article and ask me to “do better” and write “something unique.” The consensus was to create individualised content to “stand out.”
Google’s algorithms constantly evolve, but the overarching principle is that it wants the SERPS (search engine results pages) to show content matching the predetermined intent of its audience.
These days, writing “unique” content is less important than giving the audience what it asks for. Focus on writing user-centric SEO-optimised content instead of purely focusing on writing for ranking.
The consensus is to write valuable content, tick off the necessary SEO boxes (including meta tags, image optimisation, etc.), make titles clickable, and fulfil your promise to readers. However, my stock phrase is “SEO is for life, not just for Christmas” because if you take your eye off the ball, the rewards of your hard work diminish.
Google Helpful Content Update
Following the Google Helpful Content Update, in a recent Twitter Poll of 850+ users, 43% reported a significant drop in traffic. Only time will tell the long-term effects, but it pays to proactively address potential issues with your content aligned with the Google Helpful update.
Interestingly, sites that increased traffic were Reddit, Quora and similar. I think these are awful platforms, but Google stated that the robots find it hard to differentiate what is helpful content. Therefore, our job is to make it easier for them to identify our content as helpful so it jumps ahead.
On the day of the update, the traffic on one of my sites tanked, losing 80% of impressions. I hadn’t written content on this site for a year but began adding articles in July & August. Daily impressions were building, and several organic keywords had reached page 2 in SERPs.
On 22/23 September, I reviewed the site content, making necessary changes where needed. Today, 14 days later, impressions are significantly above what they were before the update. It’s a tiny website in a competitive industry. It still needs a lot of work, but it’s an excellent example for a case study.
Neil Patel (SEO Guru) says updating aged content can be more impactful than writing new content. I have found that to be true. Having edited and revised multiple articles for clients this year, without fail, they gained significant traction in SERPs.
SEO needn’t be complicated. A little tweak here and there can make a significant difference.
I’m an SEO Coach and writer helping heart-led small business owners get ranked on Google. I can create your SEO content strategy, do an SEO website audit, write new or updated content, provide a comprehensive keyword list for your business and more.
I believe in providing an individual service and packages to suit needs and budgets, so DM me to discuss how I can help your business become visible in the SERPs.
I am an SEO Coach and writer helping heart-led small business owners learn how to rank on Google.