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Content Strategy

Most Recent Google Update Favors Original Content

Content marketers avidly follow every adjustment Google makes to its algorithm, and one of the most notable changes they saw most recently is that the algorithm favors original content. Content that’s an easy rehashing of what’s found in other places won’t work as well.

How this impacts content marketing strategy

For many content marketers, this change encourages a shift in how they pitch, develop, and publish content. They’re now looking to see what they can add to what’s already out there and to be more unique.

What does this mean from a tactical perspective?

It means that smart content marketers are developing entirely new stories, an original angle on an existing trend, or commentary on work that’s already out there.

They’re also looking for new statistical research to include, or they’re conducting a unique interview that adds to their narrative.

If marketers come across an article from another source, can they still use it? They can pass it on to their readers as long as they attribute it to the original source with links. That action also helps build credibility.

The impact on keywords

At this point, keyword strategy is also changing for content marketers. Keyword stuffing – adding as many keywords as possible into an article so they’re flagged by the search engine – doesn’t do the job as well as it once did.

Instead, writers are encouraged to add keywords into an article as they make sense and relate to the copy. Original articles with natural keywords are the goal.

This change is ultimately a good thing

There are a few reasons why Google is making these changes. At the top of the list is the fact that they believed the way the previous algorithm worked encouraged content that was less valuable to readers.

They’re likely hoping that this will ultimately provide higher quality information. When that happens, everyone wins.

Writer Tip

Build Readability With These Three Tips

Bloggers, writers and other content marketers know that engaging content is the name of the game. If their content is boring or turns people off, it is game over.

Readers that aren’t interested in a story aren’t going to finish. They’ll leave the page mid-read, which not only means that they won’t learn as much about your organization, it can kill your site’s search engine rankings.

How do you get readers hooked? It is a skill that content marketers can learn and then master with practice.

Short and simple well-written content build readability

Quick, punchy and easy to understand sentences are the building blocks to readability. Luckily, you don’t have to guess at exactly how short something should be. Break up your text every 80 to 100 words and you should be fine.

In addition to being shorter, the content should be well written. If the content contains endless, wandering sentences that don’t seem to have a point, why should readers continue to the end of the page?

Leave the reader with something they didn’t have before

In addition to a shorter structure for your content, be sure that the content itself provides the reader with something new. Something they need that can’t be found on every other site.

Original, compelling content will keep people reading through until the last paragraph. As long as they’re getting information that they find is valuable, they’ll stick around.

Use graphic elements to break up text blocks

In addition to short paragraphs and interesting information, use graphic elements between areas of text to keep readers moving through your page. Place them every 200 words or so.

What kinds of graphic elements? Photos, pull quotes and subheadings work well. These elements also help people scan through the article and understand the news, advice, and information you’re trying to tell them.

As you use them, you’ll see that graphic elements act like bread crumbs, leading readers to the destination you’d like them to reach — the full end of your story and any calls to action you have.

Writer Tip

Are Long-Tail Keywords Still A Useful Tool In 2019?

keyword usage is essential to master. Most writers use short keywords compulsively in their prose. However, many bloggers don’t realize the significance of utilizing long-tail keywords when it comes to their traffic and SEO.

So, what are long-tail keywords? How important are long-tail keywords when it comes to building a blog, brand, or site? Are they still a useful tool in 2019?

The Short Answer: Yes.

Long-tail keywords can be extremely useful when it comes to your site’s content, ranking, and traffic. This being said, they aren’t a magic tool that can instantly improve your site’s rankings. However, long-tail keywords can help you organically improve your traffic (and, in turn, your SEO ranking) over time.

How Do They Improve Your Site’s Traffic?

If a consumer is searching for information about types of fruit that help with weight loss, they won’t type “fruit” into the search bar. Average people tend to search using long-tail keywords such as “fruit for weight loss” or “weight loss fruit.”

Specific keywords are more useful for consumers. They won’t have to hunt as hard to find the specific content that they are seeking. Long-tail keywords help to guide consumers in the right direction while narrowing the scope of their searches. As a bonus, this will decrease competition from other sites.

How Do They Support Your SEO Ranking?

Above all else, Google is concerned with providing their users with secure and compelling search results. The specificity of long-tail keywords suggests that a site’s content is likely strong and/or specific rather than vague, general, or diluted. Due to this, long-tail keywords can help improve your SEO ranking over time.

Google tends to optimize sites that practice consistent use of long-tail keywords.

Practices To Keep In Mind

Your long-tail keyword should relate to your site’s main keyword. Whatever long-tail keywords that you utilize should always branch off of the main keyword of your site. If your long-tail keywords are irrelevant to your site’s central topic, you won’t enjoy the SEO boost that consistent and relevant long-tail keyword usage can bring you.

Long-tail keywords shouldn’t be too lengthy. You want long-tail keywords to be specific. However, long-tail keywords that are too lengthy are unhelpful. Consumers don’t typically search in complete sentences. Your long-tail keywords shouldn’t be more than a few words, either.

Strike a balance between short and long-tail keywords. You shouldn’t only utilize long-tail keywords in your prose. Short keywords are helpful when it comes to attracting a broader audience. Additionally, using a mixture of short and long-tail keywords can help you analyze the searchability of any variety of keywords related to your site, brand, or blog.

Repetition is key! In order to enjoy the organic traffic boost associated with the use of long-tail keywords, you can’t only plug them in once. Consistent usage of the same long-tail keywords is what will ultimately improve your following and SEO across time.

Final Thoughts

Long-tail keywords are an essential tool for writers, bloggers, and brand-builders. When utilized properly, they can improve traffic to your site and boost your SEO ranking. Do you have any tips for using long-tail keywords effectively? Have you enjoyed success utilizing long-tail keywords? Let us know in the comments below!