The Evolution of Content Standards for SEO

by | Jan 30, 2017 | Content Production

No SEO strategy is complete without good content. To save your website from languishing at the bottom of the SERPs, it’s never been more important to keep pace with content standards. But now that search algorithms are evolving so quickly, this is easier said than done.

Has your site’s ranking taken a hit lately? Your written copy could be to blame. To maximise your online presence, we can help your content meet the most up-to-date SEO criteria. This is how content standards have changed recently.

Google Has Gotten Pickier

Google has gradually refined its definition of high-quality content. As since it is the most frequently used search engine in the world, marketers have been forced to rethink their own standards. Gone are the days of using keyword stuffing – only natural sounding copy cuts the mustard now.

Google’s Panda update in 2011 really raised the bar in terms of content standards. It all but stopped sites with poor quality content from ranking well, causing quite a stir in the search landscape. Panda has been tweaked regularly over the years, and it became a part of Google’s core ranking algorithm in June 2016. Bad content beware.

Content is King (Not Keywords)

Keywords are still a vital part of SEO – they’re just not quite as powerful as they used to be. This is all thanks to Google’s decision to prioritise semantic search, which seeks to improve the accuracy of search engine results by understanding user intent. Released in 2013, Google created an update called Hummingbird to usher in the age of semantic search.

We’re not saying you shouldn’t take keywords into consideration. Just remember: there’s a lot more to writing for SEO these days. Filling your website with carefully crafted content is a must. Unless you can engage with relevant demographics, your keywords won’t be of much use.

Fresh Content

Adding fresh content to your website has been an effective SEO tactic for years. However, it’s become even more important recently, as search engines are cracking down on unoriginal web copy. With algorithms getting smarter, duplicate content is now easier to identify.

We know that coming up with fresh copy can be a daunting task. If your duplicate content sits on different URLs, combining the copy into a single page could help. Not only will this mean that your pages are no longer competing with one another, but your website will also be more user-friendly.

Separating Content and SEO

Content is no longer just a facet of SEO. It’s become such a vital part of the optimisation process that it’s well and truly a separate discipline. Rather than viewing your content as another tactic, it should be treated as one of your website’s most essential components. High-quality content has benefits that go beyond SEO rankings and making your website more visible.

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