Monday, November 28, 2022

Google's Helpful Content Update - 5 Takeaways - MarketingProfs.com

Last updated Sunday, November 6, 2022 13:05 ET , Source: NewsService

Google updates its algorithm all the time. But as long as you have the right approach to content, most updates won't negatively affect your business—including the recent "Helpful Content Update," which finished rolling out in early September.

Google is an information platform designed to connect people to the best information quickly. Its updates are aligned with keeping users happy so they continue to use the platform.

Google underscores the point in its introduction to that recent update, stating that its purpose is to better "connect people to helpful information."

Sadly, a lot of businesses overlook that point, and instead obsess over keyword data, doing everything they can to rank for certain "high-value, high-traffic keywords." As a consequence, they get caught up in huge traffic shifts after algorithm updates, wondering what went wrong.

If you want to drive more revenue from organic search while avoiding sudden traffic drops from Google updates, you need to focus on five critical areas. Specifically, you'll need to avoid the following:

  1. Obsessing over longer content
  2. Letting keyword volume dictate strategy
  3. Ignoring sales goals
  4. Skipping unique, expert insights
  5. Not taking calculated risks

Some may seem like common sense. However, many businesses and agencies still make those mistakes. That's because it's easy to fall into certain traps.

Here's what the traps are—and what to do instead.

1. Longer content isn't always better content

Since the "skyscraper technique" has...

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