5 tips to create great content now that Google search results are getting worse

At Magnetic Way, we stay highly attuned to SEO-related developments. So, when we come across a study hinting that Google’s search engine may be prioritizing low-quality content, we sit up and take notice! This insight, covered in a Courrier International article from January 22, aligns with findings from researchers at German universities. They assert that search engines are struggling against overly optimized content, leading to a decline in search quality—a point they presented ahead of the 46th European Conference on Information Retrieval.

This observation has been echoed repeatedly, as shown in a video explaining “Why do search engines suck now?”

SEO is a battlefield

We all know that the goal for websites is to secure top spots in search engine results, leading to an ongoing battle of optimization strategies. Researchers studied 7,392 queries over a year, and the findings were clear:

“The highest-ranked pages are better optimized, and include more links, but generally, their content quality is poorer. SEO, it seems, is a double-edged sword—while it helps users find relevant pages, it also boosts low-quality content to the top of search rankings.”

To counteract this bias and prevent low-quality content from dominating search results, Google and its competitors continuously update their algorithms. Google openly acknowledges this issue, as highlighted in its March 2024 Core Update. The update explicitly aims to “reduce ‘useless’ and ‘low-quality’ content in the SERP” and improve search quality by “cutting low-quality, non-original content by 40%.” These adjustments reflect ongoing efforts to ensure that more valuable content rises to the top of search results.

It’s not Google that creates poor-quality content

This Google update is definitely going to spark some conversation, and we’ll revisit it once we’ve had more time to evaluate its impact. However, marketing teams can’t afford to be passive in the face of Google’s algorithmic power. No matter how search engines evolve, quality content will always rise to the top. And let’s be clear—that’s not Google’s responsibility, it’s ours (and yours)! Remember Bill Gates’ famous 1996 quote: “Content is King.” He predicted that valuable content would drive the Internet. Fast forward to 2024, and you can almost see Bill’s knowing grin (I certainly can)! So, how do we create content that’s both high-quality and SEO-friendly?

Our recipe for merging content quality with SEO excellence

At Magnetic Way, it’s simple: we focus on the end goal, not just the means. In marketing, the priority is to captivate customers and prospects—not just to please Google’s algorithms. Quality is non-negotiable. Whether through blogs, videos, infographics, podcasts, or webinars, your content must engage the audience and foster interaction. By creating captivating, relevant content, you not only boost conversions but also build trust with visitors and prospects. The challenge lies in making content unique and engaging, while adhering to SEO best practices for optimal visibility.

Here are the 5 key points for a successful SEO strategy:

1. Identify the right search intentions:

• Analyze user queries and identify relevant keywords.
• Understand users’ needs and expectations for each query.
• Create content that responds precisely to these needs and expectations.

2. Create unique, high-quality content:

• Focus on providing information that is valuable, original, and well-organized.
• Ensure the writing style and formatting create an enjoyable reading experience.
• Offer content that adds new insights or enhances what’s already available on the subject.

3. Optime content for SEO:

• Naturally weave relevant keywords into your content.
• Make effective use of title tags and meta descriptions.
• Ensure the structure is optimized with clear titles, paragraphs, and lists.
• Link internal and external content to enhance navigation and improve site authority.

4. Stand out through creativity and innovation:

• Present original content in various formats, such as videos, infographics, or case studies.
• Adopt a distinct tone and personalized style to stand out (develop a clear editorial voice).
• Engage with your audience and encourage interaction through comments and shares.

5. Monitor performance and analyze results:

• Utilize analytics to track traffic, conversions, and engagement levels.
• Identify the strengths and weaknesses of your content for ongoing optimization.
• Tweak your SEO strategy based on the insights gathered from data analysis.

The success of a marketing strategy that merges content quality with SEO lies in striking the right balance. Understanding user needs and offering a unique, informative experience is crucial, while SEO ensures your content reaches a wider audience. By blending a user-centered approach with SEO best practices, you can create content that is both engaging and effective, driving your marketing success. And, as a bonus, Google will reward this effort with better visibility!