4 ways to future-proof your content today

Whenever Google updates its main SERP ranking algorithm significantly, there is a website redesign. From redesigning features to rewriting reams of content, some sites bend over backwards to accommodate every subtle ranking change.
So why do some sites’ service pages and blog posts stay on top without the algorithm being scrambled? Often it’s because these brands have implemented an effective SEO content strategy and future-proofed their content strategy from Google’s major updates.

How is Google’s update content future-proof?

This is a question that content marketers and website owners have been trying to solve for two decades. The key is to look at the pattern of what Google rewards and penalizes.

Over twenty years of algorithm updates, changes have always favored the user experience and penalized shortcut tactics to fool the system.
Therefore, your best strategy for future-proof content is to write for a reader-centric experience and anticipate future algorithm changes that follow the same patterns.

1. Anticipate your customers’ search patterns

Your overall keyword strategy should be about anticipating your customers, not the algorithm. Keyword strategy is a game devised by skilled marketers. You can change your keywords every week to get the best performance and A / B testing.

However, your main strategy should focus on understanding how your customers search and what words and phrases they use on their journey to purchase from you.
Search intent should be a driving force behind your content strategies.

2. Content written for the benefit of readers

The only strongest trend in Google’s major updates and minor algorithm updates is the user experience. Banning things like keyword stuffing and emphasizing the word count of longer content means providing better content to readers.
Rewarding internal and external links in the content should encourage referral and useful linking for the benefit of readers. Snippets and questions asked reward well-organized content that answers common questions.

The trick to future-proofing your content is to write for your customers and not the algorithm itself.

So future-proof your content by writing it for readers. You’re less likely to need future changes if your style is already in line with Google’s priorities.

Strengthen your EAT

In its search quality guidelines, Google emphasizes competence, authority and trustworthiness (EAT) as criteria for ranking content that is both relevant and high quality.

Demonstrating these three qualities (EATs) across your content and your site should be at the top of your content creation strategies.

In addition to protecting and contributing to your site’s visibility during major updates, having a high level of ANDcompetence, Aauthority and T.rust shows users that your content, and by extension, your brand, is a trusted source of information.

Valuable, useful and interesting information

Write pages designed to be valuable, useful, and informative.
Organize each page for quick reading and provide clear instructions or lists.

Provide real and useful information that directly relates to the title of each page.

Your service pages may include useful information such as signs that your X needs repair or replacement and what to do before an appointment.

Use pillar and cluster content, write series, and expand answers to common frequently asked questions with interesting insider information.
Provide how-to guides and product reviews. Provide some industry information.
Write down the information your customers and colleagues want to read.

Prepared for readability

Take a look at each page to make sure it is legible. Break your content into sections marked with informative headings. Use bulleted lists to summarize short points or outline future points. Use numbers for lists and rankings. Divide the paragraphs into smaller groups under the titles of their headings. Make sure the content is pleasant to look at, easy to browse, and organized by thought and topic.

He answers questions and solves problems

The question and answer style has been a strong SEO tactic for years. This is because it captures popular long tail keyword phrases (think FAQs) and provides a Google snippet hook and feature panels. Google encourages questions and answers because they are helpful and simplify the search-by-answer process.

Along these lines, deliver content that answers questions and solves common problems. People search for these answers and are often satisfied with finding a useful website with solutions. Google encourages this because your page becomes an online resource.

Added value from the company’s experts

Give your content something that generic competition doesn’t have: expert insights.
Ask your engineers or logistics specialists or designers what it takes to do their job. Ask for suggestions they want customers to know before service. Use your insider knowledge of the industry to share project planning tips with your readers. Give your readers something extra, something of added value, in your reader-centric content.

3. Don’t write for the algorithm

Whatever you do, don’t try to trick the system. The second biggest Google update trend is penalizing websites that try too hard to keep going.
Remember the keyword stuffing? The Florida update in November 2003 took care of that SEO shortcut. Major updates of 2005 and 2006 penalized spam backlinking strategies. In 2009 and 2011, Google’s major updates penalized duplicate content.

The fact is, Google is cracking down on any tactics it identifies as a system game. So don’t try to “beat” the algorithm. This is the most likely way to find yourself losing your SERP rank in the next update. Instead, focus on expanding your keyword reach and improving the reader / customer experience.

4. Technical perfection

The end of your future-proof content strategy is technical performance.
There is no denying that Google rewards websites that perform well and penalizes websites that are slow, clunky or non-functioning.
It’s all about the user experience and maximizing the rate of use of search engines.
Fortunately, a website is a machine, and you can always aim for lasting perfection paired with it.
A well-designed future-proof website with predictable performance updates can stay on top of the technical categories through major updates to come.

Optimized for mobile devices

Since the 2015 Mobilegeddon update, mobile performance has been the single most highlighted metric for SERP ranking on Google.
Recent updates have continued to emphasize the importance of mobile format compatibility and speed performance for all ranking websites. Make sure your website is mobile-responsive, looks good across all screen sizes, and is light enough to stay snappy.

Fast and smooth

Snappy pages have been a Google priority longer than mobile devices.
Page load speed and smooth resource loading are both essential when Google ranks a page’s performance and opportunity. You need your pages to be read with local resources that load instantly. Your page shouldn’t shake or jump while loading graphic assets. Pages should load nearly as fast on computers and mobile devices.

This is the aspect that often requires the most regular updating for websites.

Curated metadata

Finally, take care of your metadata. Each page should have a title tag, a meta description, and so on. Every image, video, and reference resource should also come with a full stack of appropriate metadata. Google bots often read metadata, and the more you have (the better written it is) the better cataloged and more relevant your page will be when ranked.

Future-proof your content for Google Core updates

Want to write great content that stays on top even after Google updates the algorithm? The trick is to write for your customers and not for the algorithm itself. By aligning your priorities with Google, you can avoid the pitfalls of the “game system” and even earn a ranking boost with each new Google update focused on customer experience.
For more insights into writing great content and building a powerful inbound website strategy, contact us today!

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