The Google September 2023 Helpful Content Update emphasizes several key strategies for content creators and website owners to adapt for improved performance:
1. Match the Keyword Intent Perfectly: This involves understanding what users are searching for when they use a particular keyword and creating content that perfectly matches this intent. For example, if the keyword is “best indoor plants for low light,” your content should comprehensively cover various indoor plants suited for low-light conditions, care tips, and their benefits, instead of just listing plants without detailed information.
2. Original, Helpful Content is Always Rewarded: Google values original content that provides real value to the user. For instance, in-depth guest posts that explore a topic thoroughly and offer unique insights often outperform more superficial content. High-effort content that presents information from a new angle or covers aspects not extensively discussed elsewhere can earn backlinks more easily, as it offers better user experience and unique value.
3. Obsess Over User Experience: Ensuring that users have a satisfying experience on your website is crucial. This includes:
- Page Loading Speed: Make sure your website performs well on both mobile and desktop. An optimized fast-loading site enhances user experience and is favored by search engines.
- Engagement: Use UX tracking tools to understand how users interact with your site. Intelligent tools can provide insights into user behavior and help improve engagement.
- Remove Inefficient Content: Utilize tools like Google Analytics 4 or Ahrefs to identify content that doesn’t drive traffic or engagement and consider updating or removing it.
4. Use Tools Like ChatGPT to Check Your Content: Tools like ChatGPT can help in grading your content and identifying areas for improvement. They can offer suggestions on how to make your content more engaging, informative, and aligned with SEO best practices.
5. Study and Emulate SEO Content That Ranks Well: Analyze content that performs well in search engine rankings. Understand what makes this content valuable – be it the depth of information, the uniqueness of the content, or the way it matches user intent. Content that is 100% unique and offers substantial value to the reader is more difficult for competitors to outrank.
In summary, the focus should be on creating content that is genuinely useful, engaging, and well-aligned with the intentions of your target audience. Combining these strategies with a deep understanding of SEO can significantly enhance the performance of your content in search engine rankings.