Are you forward-thinking in your approach to search marketing?
When was the last time you updated your content strategy?
With Google’s ever-changing algorithm, your SEO tactics must continue to evolve.
Search engines are notorious for rewarding websites that publish high-quality content – consistently.
Gone are the days when businesses could rank on Google simply by producing generic, keyword-stuffed material.
Now, the key to higher rankings is creating content that provides maximum value to internet users.
On October 6, I hosted a webinar with Carlos Meza, President and CEO of Crowd Content.
Meza explained how to optimize your content for user intent and relevance using meaningful content structure.
Here is a summary of the webinar. To access the full presentation, fill out the form.
Key points to remember
- Use human-centric content. Focus on the user and how you can help them. Make sure your content leaves takeaways for them.
- The thematic groups answer not only one question, but all the questions that the researcher might ask.
- Use Subject Matter Experts (SMEs) to increase your Expertise, Authority, and Trustworthiness (EAT) score, gain a competitive advantage, and upgrade your content.
Content Creation: What Has Changed Over the Years
2022 focused on quality content, with 6 out of 7 content-focused updates.
Today, some content methods are no longer applicable.
[Make sure you’re not using these old ways & see content horror stories] Access the webinar instantly →
Search engines are getting better at understanding content the way humans would; now:
- Contextualizes queries and phrases.
- Punishes keyword stuffing.
- Analyzes the overall meaning of a query.
- Examines the meaning/scope of entire paragraphs.
- Leverages NLP and AI to predict the information people want.
[What’s NLP?] Access the webinar instantly →
In light of these updates, what should you do?
What to do now: Write for humans
Unfortunately, over time, we have become too technical in SEO and have forgotten that the content we produce is meant to serve a purpose for humans.
Writing for humans means producing high-quality content. Here’s how.
High-Quality Content: 3 Factors to Consider
When you want to start writing high-quality content, there are three factors to consider.
Factor #1: Empathetic, people-focused content
Ask yourself, how would you feel if you were in the reader’s shoes?
Humans react to stories, stories, brands and information – just like search engine algorithms!
So make sure:
- Start with the intention – the “why”.
- Focus on the “who”.
- Personalize content.
- Tell stories.
- Make it readable and user-friendly.
[Check out Google’s guidance] Access the webinar instantly →
By writing people-focused content, you’ll stay aligned with Google’s narrative that quality content is the best way to protect yourself from updates.
Factor #2: Grouping of topics
Thematic groups are resources that answer all the questions around a subject.
When you think of topic grouping, you can think of it as what you’ll have on your plate for dinner.
[Learn what we mean] Access the webinar instantly →
Focus on topics, not keywords
Now, that doesn’t mean keywords don’t work anymore. It just means that the keywords must be in the subject group.
Topic groups are great for:
- Future-proof SEO.
- Scaling topic-based SEO strategy.
- Internal mesh.
- Attract backlinks.
- Increase web engagement.
- Increase conversion.
[Find out where to start with clusters] Access the webinar instantly →
Factor #3: Subject Matter Experts (SMEs)
A subject matter expert has highly specialized knowledge of a particular industry or domain.
Having an SME on board your content has advantages; they can:
- Improve EAT score (essential for YMYL content).
- Give you a competitive advantage.
- Build trust.
- Make content unique.
- Provide more organic opportunities for backlinks.
[Discover the recipe to producing great E-A-T content with an SME] Access the webinar instantly →
A note on artificial intelligence (AI)
Is AI good or bad for content? It depends on how you use it.
For example, AI is a tool to help writers be more productive, overcome writer’s block, and create an outline.
However, AI will not replace 100% of what a writer can do.
So it’s best to proceed with caution when using AI to create content.
Make sure your content strategies stay up to date by applying all the principles covered in the on-demand webinar.
You will find that it will be easier to adapt to rapidly changing SEO standards and you will be able to further boost your online presence.
New SEO Strategies: 3 Steps to Perfecting SEO Content Creation [Webinar]
Here is the presentation:
Join us for our next webinar!
How to adapt to useful content and major updates from Google
Find out how useful content and major updates from Google can work in your favor. How can you adjust your content strategy to comply with the latest Google updates? Find out how helpful content can improve your search rankings.
Featured Image: Paulo Bobita/Search Engine Journal