👀Google's Views on SEO "Formulas" and How to Write Helpful Content

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Read time: 5 minutesHey, Shane here,The pages of 2024 have already started flipping, and it comes as no surprise that a Google SearchLiaison has recently posted some interesting things over on social media.Today I’ll show you just what Google’s been saying, what it means, and what you can do about it.What you’ll find in this week’s newsletter:

• What Google has to say about SEO and what you can do about it

• This week’s featured agency

• What’s new on the blog

Our 2024 Digital Success survey is still going strong! If you haven’t already, submit your responses to our 10-minute survey here. It’s just multi-choice; no long answers! ;) 

In a recent statement on X (formerly Twitter), Google's SearchLiaison offered valuable insights, debunking the myth of a "perfect page" formula for SEO success. Let's dive into the details and explore how you can prioritize creating helpful content in your digital strategy.

Google's SearchLiaison: Dispelling SEO Myths

In a candid statement, Google's SearchLiaison clarified that there's no magic formula for achieving top rankings in search results.Despite claims of specific word counts, page structures, or other optimization tactics guaranteeing success, Google asserts that no universal ranking formula exists.The Liaison emphasizes that this belief predates Google's popularity, challenging the notion that a perfect formula has never been the key to online success. 

Third-party SEO tools often suggest specific page constructions for success, but Google counters, stating these tools can't predict rankings accurately. Their advice is often based on averages among top pages, whereas Google's algorithm values both commonalities and unique differences.

Google's Key Advice: A Reader-First Approach

Contrary to the pursuit of mythical formulas, Google advocates for a reader-first approach. Instead of focusing on perceived ranking benefits, you should prioritize creating content that is genuinely helpful and relevant to users.

For instance, the presence of an author byline or other page elements should serve the readers' purpose, not just for the sake of boosting rankings.Google's core advice is clear – prioritize your audience, be helpful to them, and align with the signals that reward content based on its utility.

Learning More: How to Write Helpful Content

Now that we've established the importance of a reader-first approach, let's explore how you can create content that truly resonates with your audience:1. Know Your AudienceUnderstand the needs and preferences of your target audience. Conduct thorough research to identify what they find valuable.Also find your target audience’s age group, as certain audiences spend more time engaging with certain types of content and specific social media platforms than others.For example, LinkedIn and Facebook’s audience demographics skew older, with the largest audience aged between 25-39 years old. This is in stark contrast to TikTok and Instagram’s 18-24-year-old audiences.Not only do social platforms differ, but the type of content different audiences consume is another key factor.For example, millennials have shown to be more drawn to video and social content, whereas Gen X and Boomers still prefer news articles and long-form blog posts.2. Provide Original and Insightful ContentStrive to offer content that goes beyond the obvious.Provide original information, research, or analysis that adds value to your audience. This aligns your content with Google’s vision of the content they believe should be ranking well.3. Be Transparent and CredibleIndicate who created the content. Share authorship information, background details, and evidence of expertise to build trust with your audience.This will become more important, as we’ve already seen a surge in AI content in the last few years.At first, many platforms weren’t sure how to handle the situation or wanted to outright ban AI content. Plenty of platforms now allow AI content; however, it needs to be labeled as AI-generated.

4. Focus on Improving User ExperienceCreate a seamless and enjoyable experience for your readers. Prioritize clear structure, readability, and engaging visuals. This is especially important for mobile devices.With 55% of search traffic on Google coming from mobile devices, not optimizing your website for mobile use can lead to users quickly leaving your site. This will negatively impact your website, as an extremely high bounce rate could indicate to Google that your content or website isn’t very helpful, and thus, rank it poorly.5. Don’t Fall for Common SEO MythsSteer clear of misconceptions about SEO. Instead of chasing trends, concentrate on creating content that genuinely helps your audience achieve their goals.

Remember, the key to success lies in being genuinely helpful to your audience. If you have any questions or need further guidance, feel free to reach out.