A recent update to Google’s search algorithm has prompted experts in the field of SEO to emphasize the need for a revised content strategy. The established SEO practices that many businesses relied on in the past are now considered outdated, and companies must adapt to maintain their search rankings.
Earlier this week, Google introduced its latest “Core Update,” signaling an adjustment to the systems that determine search rankings. This marks the third such update this year, and while the full impact may take weeks to unfold, initial observations suggest a continued emphasis on reducing spam and AI-generated content. The overarching advice to businesses? Focus on quality rather than quantity.
The Changing Rules of SEO
David Riggs, the founder of an established SEO agency, highlights how strategies once widely used—such as stuffing articles with keywords or overusing backlinks—are no longer effective. He explains that Google’s goal is to discourage manipulative tactics that previously exploited the algorithm. As a result, businesses must pivot and craft content that genuinely resonates with users.
Similarly, another industry leader, David Kauzlaric, has observed that Google’s frequent updates over the past two years have created a challenging environment for SEO professionals. While these changes aim to enhance the experience for search users, they often make the optimization process more complex for businesses.
“If businesses fail to align their content strategies with what Google now prioritizes, they risk losing traffic,” Kauzlaric cautions. The focus must shift toward understanding and meeting Google’s evolving expectations.
Suggested: Latest Google SEO Updates Impact eCommerce: A Look at the Google Algorithm Changes
Why Businesses Must Rethink AI Content
Steven Wilson, an SEO expert, strongly advises against using AI-generated content to produce complete articles. His research reveals that websites relying heavily on AI-written material are less likely to rank well. Instead, Wilson advocates for a conversational, human-like tone that AI tools often struggle to replicate effectively.
This doesn’t mean AI tools should be abandoned entirely. Wilson suggests using AI selectively—for tasks like drafting outlines or optimizing headlines—while ensuring the core content is crafted by humans. This approach balances efficiency with the authenticity that search engines now prioritize.
Also: Google’s November 2024 Core Algorithm Update: What You Need to Know
Focus on Expertise and Relevance
Another key recommendation is to concentrate content on topics where your business holds expertise. Google values authority in subject areas, and creating “topic clusters” around your business niche helps establish credibility. This approach ensures that your content aligns with Google’s preference for authoritative and well-informed perspectives.
Additionally, Wilson warns against producing excessive content simply to meet perceived SEO requirements. Instead, the emphasis should be on delivering meaningful value to readers.
Streamlining Content for Better Performance
Parker Evensen, a digital marketing professional, has noticed a growing trend of businesses benefiting from deleting outdated or irrelevant content. In the past, producing large quantities of content could boost a site’s authority, but now, trimming unnecessary material can enhance a website’s performance.
This approach reflects Google’s intent to encourage high-quality, user-focused content. Riggs sums it up by emphasizing that Google wants creators to shift from playing the “algorithm game” to providing genuine value through well-thought-out answers and insights. This content, created with a human perspective, is more likely to succeed in today’s SEO landscape.
