Google’s algorithms are continuously evolving, but the principles of good content remain!
In this blog post, we delve into how Google is currently evaluating content, why you need to know, and what steps you can take to make sure your content stands out online.
How Google Evaluates Content
Google uses an ever-changing mix of sophisticated algorithms and manual reviews to assess the quality of content. These mechanisms are currently designed to make sure that the information provided to people is accurate, informative and relevant - basically, worth the click.
Google’s AI-driven systems favour authentic content that’s unique and thoroughly covers a topic, while also detecting and penalising repetitive and ‘fluffy’ material, commonly produced by AI tools like ChatGPT, and even Google’s very own AI tool, Gemini….
While AI can help generate ideas and find new angles on topics, it’s crucial to add human insight and expertise.
Why You Need to Know
Understanding Google's process for content evaluation is crucial for one key reason:
Visibility
High-quality content that ticks off Google’s criteria list is more likely to rank well in search results. This is crucial because the first step in attracting an audience is making sure they can find you. Without visibility, even the best content can go unnoticed!
What You Need to Do
As content writers and creators, it’s essential to regularly review your material to make sure it meets Google’s quality standards.
Here’s a simple checklist to help you:
Balance Content for Humans and Algorithms
Your content needs to appeal to both readers and search engines to rank well and engage your audience strategic content marketing!
Use clear, engaging language that’s easy to read. Include relevant keywords - but naturally. Make sure your content is well-organised with proper headings, bullet points and short paragraphs.
Create Unique Content
Easier said than done at times, but Google loves fresh, original content that stands out from the crowd. Copying or slightly rephrasing existing content won’t cut it for the search engine, or your audience.
Share your own insights (even better if they challenge popular views!), experiences and perspectives. Conduct original research to find out what content your audience are digesting and present information in an engaging and different way than your competitors.
Cover It All
In-depth, comprehensive content is more likely to satisfy readers and keep them on your page for longer, which Google notices.
Dive deep into your topic. Use subheadings to break down complex information and make sure you answer all possible questions your audience might have.
Avoid Repetition
You want your content to be comprehensive, but repeating the same points can make your blog post or article feel dull and padded out, which turns readers off.
Plan your content structure beforehand. Make each section valuable and avoid restating the same ideas. Edit ruthlessly to remove redundant information, and if you find you’re not left with much, you might want to re-consider the angle or positioning of your content.
Use Visuals Wisely
Images, videos, and infographics can make your content more engaging and help explain more complex ideas.
Use high-quality visuals that support your text. Optimise images for fast loading times and include descriptive alt text for accessibility and SEO.
Update Your Content Regularly
Fresh content signals to Google that your site is active and relevant.
To get in Google’s good books, regularly review and update your content (including your website content) to include new information, fix broken links and improve readability.
Why We’re Talking About This
Creating high-quality, valuable content for our clients is one of our main jobs at Website Success. We use AI to help, but our real skills lie in using it properly, to produce content that connects with real people and meets Google’s strict criteria.
Even though the digital marketing landscape is ever-changing, the rules for good content stay the same. By keeping up with how Google evaluates content online and adapting your strategy, you can make sure your efforts remain effective and competitive.
If you need help with your content marketing strategy, call our Chichester office today on 01243 888555 or click here
