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Google’s Useful Content Update is here | Omnizant

Google makes hundreds of changes to its algorithms every year. Most of them receive very little attention beyond the niche practitioners of the SEO world. However, last month Google announced a new helpful content update. What are the implications for you?

This article explains useful content update and offers four key content creation principles to help you continue to rank well in light of this new update.

What is the useful content update?

The Useful Content Update is a recent update to Google’s algorithm that aims to prioritize “useful” content.

According to Google, the update will help “ensure people see more original, useful content written by people, for people, in search results.” In other words, this update aims to reward – i.e. rank higher in the SERP – content that meets visitor expectations. This user-centric approach will also prevent machine-generated content from ranking too highly.

Do not worry! There’s nothing groundbreaking about this update, as Google has been preaching about the need for good content for years. However, Google said so continue to to refine this update in the future, even though the initial rollout is now complete.

Even if your website has yet to experience a ranking change, you may soon notice a difference if your content falls short.

Content Best Practices to Help You Rank

Not sure what “people-centric” content really is? Well, Google has included a brief list of questions in its recent developer update to help address this. There is also longer list questions, if you want to go deeper.

In the meantime, here are our top reminders for content best practices that will help you rank:

  • Write for your users, not search engines. Google is smart! Keyword stuffing and wonky alt text will only hurt your rankings, especially after this new update.
  • Quality matters. While it may be tempting to use AI-generated blogs or outsource your content to non-legal professionals, you should think twice about this approach. The new update may penalize machine-generated content.
  • Uniqueness matters. Don’t post duplicate content on your site, even if it’s your own content (eg rerunning a blog post from 2017 today). In place, update older content with a new take. Make it really useful and make it new.
  • Add new content regularly. Content strategy is not one-size-fits-all. Commit to posting new content every month, with a mix of persistent content and news articles.

Review and next steps

Google’s useful content update is just one iteration of the search engine’s commitment to providing a better experience for internet users.

Your law firm’s ranking may be affected by this update, now or in the future. It’s never too early or too late to get help with your content strategy.

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