It’s fair to say that Google’s algorithms are changing as regular as clockwork these days. If you talk to any good SEO consultant worth their salt, they will tell you that there was a lot of Google ranking flux last year. Plus, the more major algorithm updates, such as Google’s Helpful content update seems to happening more and more often these days.

Partner with the right digital marketing agency

What this basically means is that your business, more that ever needs to partner with a really good SEO business. Thats because you need a company that has its finger on the pulse- helping to keep your website on page one of Google.  

Focus on the customer offer the best possible advice you can (Google E-EAT)

Experience’ was added to Google’s E-A-T guidelines fairly recently, what this basically tell is that the content marketing you and your website needs to be superb quality today.  It needs to be well written, plus demonstrate real life experience of what you’re talking about. Or at least you need to talk to an expert on the matter, so you can put their advice into your content marketing.

Now instead Google is looking to see how helpful the content is, by using the algorithm update known as “Google’s Helpful Content Update”. Plus, the Google E-EAT update.

The algorithm is now working through the content marketing, the see how helpful it is, as well as to ascertain the following:

Level of experience (Google E-EAT)

Does the person who is writing the actual content marketing, do they have real-world experience of what they are talking about?

Can walk the walk so to speak, what we basically mean by this is, if somebody is writing about how to install a bathroom suite, on a a plumber?  

Google is now looking at whether the author is an expert or at least talked to one, to gain their input before starting to write the content marketing.

Let us elaborate a little bit further on what we are talking about, for example let’s say that you are offering advice, to do when you are purchasing a used car.

Now within that article, there likely to be talking about various car manufacturers, you likely to site how the car has been rated in terms of its reliability and safety. If the author is an expert at what they do, they likely to point the customer where they can find further advice. For example they may cite reliability surveys such as JD Powers website. They are likely to mention a lot of helpful advice.

Authoritativeness

Now if you were to ask our SEO consultants, how Google assesses the authoritativeness of the piece of work, will often what they do is they basically look at the number of incoming “do-follow” and “no-follow” backlinks that particular page and website.

If you have a lot of strong, powerful and really good quality backlinks, from authoritative sources let’s say from the Independent newspaper’s website. Well this can have a dramatic effect on improving your businesses search engine optimisation if the links are indeed do-follow or no-follow and the are high-quality backlinks

Google is looking at the trustworthiness of the content marketing

The facts and statistics that are cited within the work, are they factually, correct? Google’s algorithm will check this.

Is the written work free of spelling mistakes and is it high quality?

Make more use of the level of experience and expertise within your company

As we move forward into 2024, more and more companies are looking to leverage and use A.I (Artificial Intelligence) tools to generate content marketing.

A.I tools can speed up other processes, such as, generating blog posts, at a rate of production that can only be seen on a factory production line. However, we wouldn’t recommend using A.I to write your business content marketing, instead either an expert on the subject should write it, or a copywriter.

However, our prediction for this year, is that the larger businesses, and the businesses with really understand search engine optimisation, they will start to leverage the expertise and the experience that they have within their companies and uses the absolute maximum.

What we mean by this is you likely to have staff in your company some of which have 30 years experience, possibly even more, and they might not have before actively work with your marketing company. However, the product experts within your company, now need to work hand in glove with your marketing company, to produce content marketing, which Google’s E-EAT will deem as high quality.

So by your copywriters and your seo team, working with your highly experienced staff, you can produce really detailed and really well written content marketing.

Don’t rely on AI.

Now a good copy writer, working with product experts within your company, this written work will have the edge over some AI content.