2024 is being a year of significant changes for Google, which promises to end third-party cookies in Chrome and enhance your Artificial Intelligence tools with Gemini. However, the most important change in the search giant was the main update of March, focused on the search engine algorithm that aims to reduce low quality results and spam. This update can have a serious impact on organic search rankings for many companies, especially regarding site content for SEO.
In this article I explain everything you need to know about this update, what types of content should prioritize from now on and good practices to achieve SEO results with a view to performance.
Contents
Toggle- What Google said about the main update
- The game changed: how to stand out in the age of authentic content
- Create unique and authentic content: the key to SEO success
- The content needs to answer your audience’s questions
- Tactics to avoid if you want to rank on Google
- Next steps: what to do now
What Google said about the main update
Follow a summary of the main changes posted on Google Blog, which impact on how to produce content and seek reach:
- A 40% reduction in low quality content and not original is the goal of the update, aiming to clean the search results of this type of material.
- Unusual or poorly designed pages are the focus of the main refinements of the classification system in the update, with the aim of identifying content that seems to meet more the search mechanisms than users.
- Scaled updates of content abuse policy are being implemented to address mass-created content to manipulate research classifications, whether automated or human-generated.
- Abuse of site reputation is being targeted, where low-value content is hosted on trusted websites, mainly to increase ratings.
- Abuse of expired domains is being resolved, preventing domains from being recompensed and filled with low-quality content for classification manipulation.
- A two-month notice for website owners is provided by Google before applying the new spam policy.
The game changed: how to stand out in the age of authentic content
The Google results page understands that now what really matters is having unique and authentic content, which stands out from the others. So here's what it's worth remembering that old digital marketing maxim: The content remains King!
Small players are gaining space with new and different ideas, while pages that only sell products are having difficulty appearing.
The lesson that remains is: its content needs to be amazing and original to stand out.
Google also wants you to do everything on the platform. Have you ever thought about buying products by Google Merchant Center or booking a hotel by Google Maps?
So companies or businesses that only care about clicks need to change their strategy. What's important now is to be known and generate conversions, no matter where the customer is, as long as the content is relevant and suitable to be found in the platform searches.
And let's face it, getting to the front page of Google is harder than ever. The paid ads are taking over, even with reviews and purchasing options occupying space.
So, what do we do? Use all available tools to optimize your website and have a competitive advantage.
Create unique and authentic content: the key to SEO success
In a digital world saturated with information, authenticity and exclusivity have become important differentials for success in site optimization (SEO). Simple replication of generic content does not gain the public's attention anymore, nor will it guarantee the long-awaited relevance in Google rankings.
Winning the top of the main internet searcher requires more than artificial techniques or repeated keywords. We need to invest in creating unique and authentic content, capable of responding to the doubts and needs of our target audience.
Imagine you looking for information on a given topic and find an article that offers an original view, with relevant data and valuable insights. The experience is enriching and the user should consider this source as a reference. Points for your website and your company!
The content needs to answer your audience’s questions
In an infinite digital sea of information, where repetition prevails and attention is fleeting, the search for authenticity becomes a beacon guiding the navigators. In the SEO world, this journey translates into unique and authentic content, the key to winning the hearts of the public and the algorithms of the searchers.
Remember that users browse through pages and pages, seeking answers to their doubts and desires. Suddenly, they come across a text that stands out from the others. The language is clear, the information is original and the passion for the theme overflows in every word. It's like finding an oasis in the middle of the digital desert.
This is the power of authentic content:
- Irresistible engagement: captures the public's attention and invites them to dive into the reading, exploring every nuance of the theme.
- Unwavering trust: Positions your site as a reliable source and reference in your niche, raising your authority and reputation.
- Contagion sharing: people feel compelled to share content with friends and colleagues, exponentially expanding their reach and impact.
- Organic backlinks: Other sites recognize the value of your content and spontaneously reference it, driving your SEO naturally.
But how do you walk this journey of authenticity?
1. Meet your audience asking the following questions:
- Who are the explorers you wish to guide on your journey?
- What are your challenges, dreams and longings?
- What kind of language and content format do they attract and inspire?
2. Explore the theme with passion:
- Dive deeply into the subject, seeking knowledge in reliable sources and relevant data.
- Discover different perspectives and views, building a complete view of the theme.
- Experience creative formats such as videos, infographics, images and podcasts, enriching your narrative.
3. Let your voice echo:
- Share your experiences, insights and opinions, offering an original and authentic view of the theme.
- Use clear, concise and accessible language, connecting with your audience in a genuine way.
- Be yourself, conveying your passion and enthusiasm for the subject in every word.
- Use Google tools to sell products and services.
- Don't worry about clicks, but also brand recognition and conversions.
- Use all SEO techniques to optimize your website.
Tactics to avoid if you want to rank on Google
You are likely to have problems with Google's main updates if you use shortcuts to get higher search ratings. It was never a good idea to manipulate the system, but now it is doubly important to avoid any prank Google can register as spam.
Some methods to be avoided include:
–Scaled content abuse: manipulate the classification by creating large amounts of content without originality and that offers little or no value to users.
–Copied content: removing content directly from other sites, often of higher reputation, without adding value to the user. Use as a reference to create, but never Ctrl C + Ctrl V.
–Deceptive redirections: present to search engines a type of content to get a higher rating on the platform, but redirect users to a different content as soon as they reach the page.
–Abuse of site reputation: publication of third party pages without any supervision or involvement of the original site to influence the search ratings, exploring the classification signs of the primary site. This is what we popularly know of “sucking goat” (rs).
Next steps: what to do now
The gold tip is to organize, plan and create with a focus on quality, following all the previous recommendations here in the article.
Keep in mind that most websites undergo changes in classification and traffic fluctuations during these updates, and sometimes it is best to wait for any adjustments until you have a clear understanding of the actual impact of the update on your site.
The best thing is to save time to really understand what Google updates mean and keep track of the search climate to be ready for future changes. There are many excellent tools you can use to help you on this journey:
Google Resources
Google has recently started forwarding users to specific features when communicating a new update, such as the search quality evaluator's instructions. These documents are regularly updated, which implies that there is a chance to verify that your website complies with the latest quality guidelines.
Google Search Status Panel
This platform area works as a complete source of the latest positioning changes implemented; once these changes are completed, it will also share valuable insights into the mechanisms that drive Google Research results.
Semrush Sensor
This tool (pay) is one of the most recommended for SEO and allows you to track the daily variations in your site positions, in addition to analyzing the general instability of the search engine results page on a scale of 0 to 10. The higher the score, the more likely Google has implemented a change in its algorithm. In addition, you can receive information about updates in Google algorithms through the Semrush's recent update tracker.
