SEO Content Writing: Best Practices After the 2020 Google Core Update

google analytics being analyzed by an SEO expert

Google has been notorious for doing core updates to improve its search engine algorithm. This year’s update, however, left many feeling that it could have been timed a little better. While the pandemic forced brick-and-mortar stores to close shop, the same can’t be said for businesses that operate mostly online. And while many online companies have seen considerable improvements in their domain ranking and website traffic, the core update quickly changed that.

Google’s 2020 Broad Core Update

One of the major updates that Google rolled out this year is the May 2020 Core Update. Google hoped to provide users improved search results, especially since a lot has changed since its January 2020 Update.

But when Google updates its algorithm, websites automatically notice significant drops or gains in their search ranking. Often, these changes affect the relevance of their website content. As such, some materials that obtained significant relevance gains from a previous update may move either higher or lower in ranking with the next update. So what worked with an earlier update may no longer do so with the next one.

That said, for businesses that rely heavily on search engine optimization (SEO), dealing with core updates means taking a look at their strategies to see if they remain effective.

2 Strategies Guaranteed to Work for SEO Content Writing Regardless of Update

SEO experts, webmasters, and content creators need not worry about their ranking every time Google rolls out updates if they follow these strategies:

Focus on E-A-T

When creating content, always follow Google’s E-A-T strategy. The acronym stands for “expertise,” “authoritativeness,” and “trustworthiness.” This concept was first publicized in 2014 in its Search Quality Guidelines.

Google rewards those that publish content that is:

  • Original: Users are always hungry for new information. Your content must provide them with new and useful insights. Whenever you publish old and generic content, expect readers to leave your site as soon as they see it. And like Big Brother, Google will notice this.
  • Of high quality: Your content should not serve as fillers on your website. It is easy to create content with fluff pieces or those that don’t provide real insights. Make sure your articles are not merely blocks of irrelevant text.

In-depth, meaty, and purposeful—these are your goals. Include images and relevant statistics in your pieces. Ensure that your content is engaging enough for readers to consume, react to, or comment on. Content that is easy on the eyes will always hit the nail right on the head, and Google will reward you.

  • Authoritative: Google looks at your site’s authority and expertise in a subject matter. For example, a person looking for legal advice won’t visit a medical blog for an illness the same way you won’t consult a lawyer for a medical ailment.

Finding a niche works to gain domain authority.  But to make strategies more effective, working with a provider of SEO services that’s well-versed in your industry is ideal.

  • Readable: Content is meant to be read and consumed by your target audience. As much as possible, create engaging content. Present it using short paragraphs. Break it down with multiple subheadings. And, of course, every article shouldn’t have grammar lapses.

Factor in User Intent

Now that your content satisfies Google’s E-A-T strategy, it may still be missing one crucial component—user intent. Without considering it, your pieces may not rank no matter how much expertise, authority, and trustworthiness you put into them.

Suppose you want to learn how to use a virtual private network (VPN) to keep your browsing activities private. You go online and search for instructions and find a site that has the most information related to VPN usage. The website you chose is well-written and provides different VPN service providers to choose from. As you go through the site, though, you realize it doesn’t have the information you need—how to use a VPN.

Your first instinct would be to leave that site and look for another source. You do find another page that isn’t as beautifully written nor contains images, but since it gives you what you want, you end up satisfied.

Therefore, it’s critical to write content with user intent in mind. In order to do that, you must understand the different types of intent (informational search queries, navigational search queries, and transactional search queries). Keyword research comes to play here. 

Google’s core updates are necessary. They are meant to ensure that websites continue to provide relevant results for users. Whenever Google rolls out updates, it pays to be patient since most are completed within two weeks. Take note, too, that so long as you or your provider of SEO content writing services follows the best practices featured here, you have nothing to fear for your business.

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James Williams
James is our Lead Content Publisher here at Feeds Portal. He has worked with many top websites over the years, including BuzzFeed.

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