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Content is King & Here’s Why After the January 2020 Core Update

Posted On: 14th January 2020
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Read Time: 6 Minutes
Content is still the undisputed king after the January 2020 Core Update – Has your website been affected? Content must be trustworthy, relevant and answer the question posed to rank highly with Google’s new E-A-T standards. E-A-T stands for Expertise, Authoritativeness and Trustworthiness; three things your business needs to consider if you want to rank highly.

 

If you heard it once, you’ve heard it twice: Content is king when it comes to digital marketing and SEO. As of this morning, Google released its January 2020 Core Update, which further enhanced its E-A-T ranking factors. E-A-T stands for Expertise, Authoritativeness and Trustworthiness; three things your business needs to consider if you want to rank highly on a Search Engine Result Page, or SERP.

The Google January 2020 Core Update was launched to help more deserving websites rank higher due to the quality, trustworthiness and relevance of their content. If you noticed that your website fluctuated in rank because of the recent update, it doesn’t mean that you did anything wrong or that your content isn’t properly optimised. The content on your website has simply been re-evaluated against content that’s been uploaded after the latest Google Update. Google Webmasters explained Google’s change in algorithm perfectly with the following analogy:

“One way to think of how a core update operates is to imagine you made a list of the top 100 movies in 2015. A few years later in 2019, you refresh the list. It’s going to naturally change. Some new and wonderful movies that never existed before will now be candidates for inclusion. You might also reassess some films and realize they deserved a higher place on the list than they had before.The list will change, and films previously higher on the list that move down aren’t bad. There are simply more deserving films that are coming before them.”

Arguably one of the most important aspects of the January 2020 Core Update is that content will now be required to display well on mobile. We’ve been optimising for mobile first for some time now, but content and its appearance on mobile will now play an even bigger role in ongoing SEO optimisations. Exciting times!

How Do I Improve My Content Then?

The best way to improve your website’s content is by ensuring that you answer the question posed. Be sure to answer the question with insightful information that’s relevant to the topic and preferably get your information from an expert in the field. No one wants to get health, professional or personal advice from someone who isn’t in the industry, so make sure you create original content and opinion pieces from those who have real-life experience in the field or industry before you proceed. 

 As well as answering the question posed, you’ll want to show your audience that you understand the topic or industry being discussed and that you have a new perspective to add to the conversation; not just regurgitate the same talking points from someone else’s blog on yours. Google Webmasters suggests researching a variety of trustworthy sources to help build your argument and write concise titles that summarises the article that’ll follow.

Another creative way Google Webmasters suggests improving your content and rankings is by linking back to your business’ About Us page to show that you’re an authoritative voice in the field. Your About Us content should explain why you’re qualified to offer any services, advice or products and build a trustworthy rapport with your potential customers. Do this correctly and your high-quality content will pay off in dividends.

What Should I Avoid Doing?

You’ll want to avoid misinforming or deceiving users, especially if you’re a business that takes credit card payments online. Google will penalise you severly for not being truthful or trustworthy when it comes to a person’s money or wellbeing. Keep in mind that a website’s content is meant to help a user, so avoid keyword stuffing, chasing or writing spammy content that’s clearly been optimised for Google purposes only. Google hates spammy and duplicate content that’s filled with grammatical mistakes and factual errors, so avoid this at all costs! If you do, you’ll quickly benefit from the new January 2020 Core Update.

Noticed that your rankings dipped due to the new January 2020 Core Update? Contact Echo Web Solutions today. Our team is ready to help you achieve online success!

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Leah Brown
Digital Marketing Lead
A real keyword geek at heart, Leah has over 4 years experience in SEO, PPC and CRO now working as the team lead at Echo. She loves trying and testing new techniques and strategies and sharing them for others to enjoy too.

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