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Things Are Changing, And So Should You

author image Written by: Content Team           Categories - Digital Marketing, SEO Tips

When It Comes To Your SEO Service, Keywords Can’t Stand Alone

The early days of content marketing and SEO services were something of a golden age. All you really needed for your website to rank was excessive tagging on your backend. Major algorithm changes took months to implement, leaving web users frustrated as they sifted through websites full of keyword-stuffed content. As Google entered the scene, creating and refining intelligent search algorithms, things changed. Before long, the approach to SEO shifted dramatically. Now, a catchy title, smart description, and trusty keywords are a source of SEO success. But that isn’t all. Good on-page content, optimized for mobile-first search engines, has become a very strong contributor to rankings. Here’s how you can use good content to help boost your presence online:

SEO services are adapting to changing algorithms.
The formula for good SEO now focuses on quality content that doesn’t rely on spammed keywords.

The Formula for Good SEO Is Changing

A strong title, engaging description, and relevant keywords seem like a fairly straightforward formula for your webpage or blog post. Of course, if it was that simple, everyone would be doing it! SEO services are an ever-fluctuating industry. As search algorithms evolve to provide a higher-quality experience for web users, so do the requirements for your web content. Google has caught on to keyword spamming, and its algorithms continue to push for content that can add to the user experience. This means the demand for shareable and informative content is greater than ever.

Long-Winded Content is Floccinaucinihilipilification*

*Floccinaucinihilipilification (n.): Estimation that something is valueless

Simple language and straightforward content go a long way in SEO. While it can be tempting to use a phrase or word you really love, there are a few good reasons why you shouldn’t:

  • It’s obscure—if you have to define the word every time you use it, find a simpler version.
  • It’s pretentious—at best, your content is in a passive voice; at worst, you sound like you’re showing off.
  • It doesn’t work—keep it simple! If you can say it in three words, don’t use five.

So even though floccinaucinihilipilification may be your favourite word in the English language, using it actually decreases the value of your web content (something we find very ironic).

SEO services should focus on plain language to improve rankings.
Chances are, if you have to look it up, it’s not going to help your SEO.

Keep Calm and Give Real Facts

Plain language goes hand-in-hand with delivering a message to your audience. Having concrete facts you can stand behind lends authenticity and credibility to any message… You know it, I know it, everybody knows it! (Or do we?) You want to broadcast your facts, REAL facts, for everyone to see.

Visitors Need You

When it comes to advertising your services, you need to quickly get across the value of your product or service. You need visitors to take action. Whether that action is to get a quote, buy a product, or sign up for a mailing list, you need to convince your visitor that that’s what they really want to do. And no matter what, don’t hide behind vague language. If you don’t believe yourself, how do you expect others to believe you?

Write for Skimmers

And we don’t just mean search engines scanning through your content—most people tend to skim an article instead of reading it all the way through.

SEO services should focus on skimmable content to keep the reader's interest.
Focus on skimmable content so visitors stick around and don’t get bored.
That’s why your content should be broken up and easy-to-read. Use subheadings, images, and lists to help draw your reader’s eye, and use good on-page content to draw them in. If content is skimmable, it is:

  • Shareable—people are more likely to push it out to their networks.
  • Memorable—if it’s easy to digest, you can make a lasting impression.
  • More likely to encourage participation—people will comment, like, or even upvote your content.
  • Engaging—plain language tends to be how we speak, so it’ll draw more readers in.

DON’T Overstay Your Welcome

When you’ve made your point, it’s time to wrap things up. In most cases, this means a short summary of the page or article followed by a strong call to action.

DO Use A Strong Call to Action!

It’s important to provide your audience with a “next step” that they can take. Your goal is to support your SEO services, after all! Remember, your visitor needs YOU. Using good on-page content can be a challenge, but following the basics we’ve outlined here will go a long way. And if you liked this article, check out some of our other helpful tips so you can make the most of your SEO.

Content Team

SEO’s Community Take On Recent Google Updates

09/28/2022

As we all know, Google has just been pelting us with updates, it seems like every time the wind changes direction there’s a new one. Most recently, Google’s product reviews and the September broad core update were ongoing and wrapped up on September 26th.

With both updates running at the same time, users across the SEO community were trying to figure which update impacted their site. There seems to be lots of frustration around these updates which is definitely no surprise.

Read More: How To Know Which Update Affected Your Site?

One user from SEO roundtable commented about how these continuous updates are blindly impacting sites and changing the game for SEO. But now that they are both done, many users are now looking at the damage to their page.

Rundown on the Broad Core & Products Review

Both the broad core and product reviews updates had and continue to have impacts on user sites since the first few days they both launched. Google’s fifth product reviews update launched on September 20th and has already had users talking.

Its launch came just a little over a week after the most recent broad core update, which was on the 12th of September. Product reviews update took only 6 days to finalize while the broad core update spanned over a two-week rollout period.

Some were wondering if one update might be stronger than the other since the broad core targets all kinds of content, unlike product reviews which looks at a smaller group of content.

It is said that for both the broad core and product reviews update, the update is not to penalizing site content. Instead, as Google repeatedly says, these updates are intended to reward websites and the research behind their content.

Read More: Is Google’s Recent Core Update Measuring Up?

The SEO Community’s Take

Many users have been hit and SEO experts across the board are indeed monitoring the impacts closely.

Many started tracking what the updates were doing to sites around the time that the broad core update dropped. After that, they then continued on with the product reviews. Here’s a tweet from Glenn Gabe:

 

 

As Barry Schwartz from SEO roundtable says in his research about impacts of both updates:

“…Google would not tell me what percentage of queries or searches were impacted by this update.”
Read More: Google Product Reviews to Receive Periodic Updates

It should be interesting to see what fallout there is from these updates in the coming weeks. Notably, experts will be watching the updates but especially because of periodic updates.

Yes, that’s right, Google won’t necessarily be notifying everyone if a periodic update is running. That goes for the Google product reviews update and the broad core. Many will simply have to watch and wait for the performance on their site to update.

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Google’s Core & Product Reviews Update Rolled Out

09/27/2022

Google has confirmed that both of the updates are now fully rolled out. Yup, there were two going on at the same time: September 2022 Core Update launched two weeks ago, and the Product Reviews one that was launched a week later.

Now, we analyze. As we always say, you should wait for the updates to fully roll out before assessing the damage done. If you’ve been hit this time, it might be the result of one or even both of the updates. How to know if you’ve been hit?

September 2022 Core Update

This one hit fast, but had less of an impact than the previous updates. Yes, there was some volatility regarding the ranks, but no massive impact was noted among the SEO community.

Read More: Is Google’s Recent Core Update Measuring Up?

Core updates affect entire sites and John Mueller explained how:

With the core updates we don’t focus so much on just individual issues, but rather the relevance of the website overall. And that can include things like the usability, and the ads on a page, but it’s essentially the website overall.”

So, if the majority of your pages experienced changes in ranking, chances are it’s a result of the update.  If you have been hit, Google shared some advice that might help you out. It includes a list of questions you might ask yourself before deciding if there’s anything to fix.

Read More: Are Core Update Ranking Losses A Soft Penalty?

The Product Review Update

With this update, it might be easier to know if you’ve been impacted by it or not. This is because it affects search results for product reviews. So, if you don’t usually publish reviews, you cannot be impacted by the update.

If you do, take a look at your rankings. There is a good chance that the product review update is responsible for changes on product review pages. If your website’s ranking changes across the entire site, however, you can credit the core update.

How to fix the damage the update might have done? Google has a solution for that one, too. Here’s some:

  • Flex the expertise – offer expert knowledge about products
  • Show what’s the product like, how to use it, say something interesting about it, valuable information people can use
  • Let your readers know why this product is better than the competition’s one
  • Go in-depth and do research – what are your main selling points? What piece of information would convince your readers to buy the product?
Read More: Google Product Reviews to Receive Periodic Updates

We’re sure there will be more analyzing of the impact these updates made. Stay tuned!

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