Have you ever thought about what criteria Google uses to determine what is helpful content and what is not? One study, for example, collected the first and second pages of 260,000 search results to determine important factors affecting rank. This research work identifies the various key factors that would bring products to higher visibility on Google. Regardless of whether you are an experienced SEO professional or a content developer who wants to enhance performance results, it is vital to consider the mentioned factors. Thus, by using these insights for the content strategy, one increases the likelihood of proper ranking in search engine results.
The factors that have been pointed out are highlighting features like Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T), properly implementing semantic SEO, focusing on the website’s speed and HTML size, using the proper GSC account to evaluate content for users, create content with different search intents in mind, and building authoritative content. The integration of such aspects helps to reduce or increase the overall score significantly regarding how the material will be viewed by users or the search engine. Here is a breakdown of the factors to consider and recommendations on how to improve your content and its rankings.
Key Factors Identified by the Study
Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)
Expertise, authoritativeness, and trustworthiness, or E-E-A-T for short,. Google prefers that your content provides clear evidence of real and relevant experience, which makes the reader view the author as an expert and trustworthy specialist. This implies that the content you provide should be developed by rational and competent channels and provide authentic information that is perceived to be reliable by the users.
How to Implement:
- Expert-Created Content: Always identify if it was written with expertise or if the source of information is well-researched. For example, if you are writing on medical matters have it checked by a medical expert.
- Author Bios and Credentials: Make sure to provide author bios that go beyond simple identification—make the reader realize that the author knows what they are talking about. This not only helps you to have a good reputation with the expected audience but also with Google.
- External Links to Reputable Sources: Try to support your words with links to reliable sources. This could be journal articles, official and reputable writing or publishing websites, or any other authoritative writings in your field of interest.
Semantic SEO: Use of Related Topics and Keywords
Google is now able to analyse the meaning of words with respect to one another; this is known as semantic SEO. The use of related topics and keywords assists Google in establishing the extent of your information and its relation to the search query.
How to Implement:
- Thorough Keyword Research: This is a smart step; be sure to do research and find out more keywords involving the related information or words. The popular tools that are commonly used may include Ahrefs, SEMrush, or even Google Keyword Planner.
- Natural Integration: The following are the recommended keywords to use throughout your text: While using keywords, do not cram the choices and ensure that the writing style used is natural.
- Topic Clusters and Interlinking: While working with the articles, follow the approach of developing the topic clusters with interconnected articles. It also benefits Google in getting a sense of the surrounding context of the term or phrase, although it also has aesthetic and usability advantages for the users of your website.
Faster Load Times and Smaller HTML Sizes
The analysis showed that page speed is an important factor that affects the websites’ ranking. Lesser loading times also increase the overall usability of your website, and the HTML sizes are optimized, which helps SEO rankings.
How to Implement:
- Optimize Images and Media Files: Reduce image sizes and use new formats such as WebP. Such tools as TinyPNG or similar tools integrated into your CMS can be helpful.
- Minimize Code: Reduce the size of your HTML, CSS, and JavaScript files. Minify your code and remove unnecessary elements. Tools like Google’s PageSpeed Insights can provide recommendations.
- Content Delivery Network (CDN): Use a CDN to deliver your content faster by utilizing servers closer to the user’s location. Popular options include Cloudflare and Amazon CloudFront.
Comprehensive Content Optimized for User Intent
Content that thoroughly covers a topic and is well-optimized for user intent ranks better. Google favours content that answers user queries comprehensively and aligns with the searcher’s intent.
How to Implement:
- Understanding User Intent: Research the intent behind the keywords you target. Are users looking for information, looking to make a purchase, or seeking a specific service?
- In-Depth Information: Provide comprehensive information that addresses all aspects of the topic. Long-form content often performs better for informational queries.
- Clear Structure: Use headings, subheadings, and bullet points to structure your content. This makes it easier for users (and search engines) to navigate and understand your content.
Different Content Needs for Informational vs. Buyer Intent Searches
Informational searches require more comprehensive topic coverage than buyer intent searches. Tailor your content depth based on the search intent to meet user expectations.
How to Implement:
- Informational Queries: For informational queries, create long-form content that covers the topic in detail. Think of in-depth guides, how-to articles, and detailed blog posts.
- Buyer Intent Queries: For buyer intent queries, focus on concise, persuasive content that highlights the benefits and features of a product or service. Use clear calls to action and provide compelling reasons for the user to convert.
Domain Authority as a Significant Ranking Factor
Domain authority, built over time through high-quality backlinks and consistent content, plays a significant role in how your site ranks.
How to Implement:
- High-Quality Backlinks: Focus on building high-quality backlinks from reputable sites. Guest blogging, partnerships, and creating shareable content can help.
- Consistent Publishing Schedule: Maintain a consistent publishing schedule with high-quality content. This signals to Google that your site is active and reliable.
- Guest Blogging and Collaborations: Engage in guest blogging and collaborations to increase your site’s authority. This also helps in gaining new audiences and building relationships within your industry.
Ensuring Your Content Hits the Mark
Does your content hit the mark on all these factors? If not, your rankings could be at risk. With Google’s helpful content system now integrated into its core ranking algorithm, it’s more important than ever to align with these guidelines.
Conclusion
Creating helpful content that ranks well on Google involves demonstrating expertise, using semantic SEO, optimizing for speed, and understanding user intent. By focusing on these key factors, you can improve your content’s visibility and effectiveness in search engine rankings. Regularly auditing your content against these criteria ensures that your site remains competitive and continues to provide value to your audience.
Take Action:
- Audit Your Existing Content: Evaluate your current content against these guidelines. Identify areas for improvement and prioritize them.
- Implement Suggested Changes: Enhance your content’s E-E-A-T, semantic relevance, speed, and comprehensiveness.
- Monitor and Adjust: Continuously monitor your content’s performance and make adjustments based on new insights and algorithm updates.
By adhering to Google’s criteria, you can ensure your content remains competitive and beneficial for your audience.
