False information is not something new to the Internet, and we know that it could be extremely harmful on politics and social levels.
Last week, Google announced that it will be adding a “highly cited content” notice to deliver results carried out on Google Search, focused on highlighting the original, most credible sources and avoiding the lack of context that a story can take since the subject gains wider submission on the Web.
According to the company, the particular update aims to help readers find “the most useful or even relevant information for a information story”. But how might this up-date impact businesses, marketers, plus SEO experts ? Let’ s discover in this article.
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The digital world and the (mis)information era
Because the digital change for better , it is possible to see a distinction in the way most people search for details, news or some form of studying.
From TV news plus newspapers, users began to perform research on various subjects on the Internet – a place exactly where, in addition to informative articles, you are able to absorb knowledge through internet sites, blogs, social networks, podcasts, videos, and countless other articles formats.
But despite the huge amount of news and information (which circulates from numerous different sources) being extremely valuable to comprehend different perspectives and helpful opinions about a fact, it can be challenging to define whether the information is usually reliable or not – after all, anyone will produce content and publish it online.
This is also due to the fact that specifically when it comes to current news or “hot topics”, we notice a great movement of users and companies reproducing and replicating these types of subjects – and, not at all times, with all the necessary information.
This particular, lately, has brought distrust concerning the reliability of sources, in addition to an uncomfortable feeling that we are not receiving knowledge regarding anything that is happening in the world.
But this new “highly cited” feature can be a excellent asset to help us organize the information on the web and avoid misinformation.
How does Google’ s new update affect your digital strategy?
To begin with, it is essential to reflect on the particular credibility of your company, brand, or business. When I refer to credibility, I want to encourage a thorough analysis of your brand awareness , the way you speak with your audience, and most importantly, your authority in your marketplace segment.
But why is this particular important? Even with a lot of search engine algorithms variables, one thing is certain: your audience contributes to building the trustworthiness of your brand – and, with the new Google Search update, companies, brands, marketers, plus SEO specialists have the opportunity to stand out even more in their marketplaces.
That’ s mainly because when you deliver more worth to your audience, more individuals will consume and share your content – making your online address a reference for them plus, consequently, for search engines.
So , if you already understand and work with a good digital content material strategy, don’ t forget the importance of building and creating a good relationship with your users and, thus, establishing your own authority on the subject.
And for that will, some digital marketing activities cannot be left out! Check it out:
Generate relevant content to your audience
Efficient communication is one of the major pillars that support a digital strategy. Its objective would be to transmit information, data, or teaching through a specific station, keeping your audience informed about specific subjects.
Developing a content strategy will help you build trustworthiness by educating customers, plus conveying valuable information to resolve questions that users – who may or may not be consumers of the brand – are looking for on the Internet. And that’ s in which the new Google Search update can assist you!
By generating value for users through relevant information, you can build a perception of credibility of your brand within a positive way.
So you are more likely to be considered a reliable source simply by search engines, and then your content might be eligible to get a “highly cited” label, which is awesome regarding brand awareness.
Be an authority in your business
Becoming an authority on a subject is challenging, however it is possible to build a path based on the knowledge of your market and, especially, your consumers. Offer the best experience achievable, create improvements based on the opinion of those who are already your customers, and learn how to generate worth through your content to attract brand new ones.
Therefore , it is essential to be present in different stages in the buy cycle . Understanding the major questions your audience offers, and presenting success stories and customer testimonials can have a higher weight in building your authority.
In other words: if your brand name or business does not resolve the issue that led the user to your website or blog, it is extremely likely that he will keep the page with short amount of time of permanence, and without using any action (including citing your content).
Search engines fully grasp this as a negative thing because the traffic directed to your page does not remain there – and on the other hand, it can benefit you if it realizes that what you produce is addressing what your audience requirements.
Not every “Hot Topic” may be worth exploring
This point, in my opinion, is among the most delicate for this new update. After all, ephemeral viralization and sensationalism in the news seem to me to have motivated this movement on the part of Search engines – which makes sense, if we are surrounded by countless different sources to talk about the same subject.
So , pay attention to what matters : exactly what your audience wants to know, and how you can contribute to producing your content stand out. Adding a crucial analysis, an interview with an professional or even an opinion piece could possibly be the key for you not only to stand out, but also not to end up being harmed by “more of the same” content.
And as such, it is very likely that not every topic, news, or viral content material is good for your online reputation.
A few years ago, marketers realized that mentioning or talking about Trending Subjects generated a quick return associated with traffic and shares, however they weren’ t always capable to develop the conversion strategy at the same speed – which is, with the new update, it becomes even more important to understand what in fact generates value for your audience.
How to optimize your content with the new Google update?
There are many best practices for building an effective SEO strategy, which can be used even more objectively with the new update. Having a well-structured, quality, and easy-to-read text will be the first step! Check out:
Information hierarchy on the page
If a user arrives at your content through an internet search, it is quite possible for these to scan it before reading: dynamically, he wants to be sure that he will have the correct answer there. For a positive consumer experience, it is essential to structure the page with titles, subtitles, and topics.
In this way, it is possible to separate your content into smaller sections and, as a result, facilitate user access to the data they are looking for. After all, long paragraphs and poorly divided sections encourage the user to keep the page and look for the answer in other sources.
Exchange inbound links with other trusted sources
In case we’ re talking about dependability and becoming a safe supply on the Internet, it’ s nearly impossible to build that authority on your own. After all, if every company or brand specialized in different subjects, we would have a plethora of similar information everywhere – exactly what Google seeks to avoid with this new revise.
That’ s why a backlink strategy can be a excellent alternative! They work as an excellent reference for Google: in case a website that already includes a good reputation for the internet search engine forwards links to your own, Google tends to trust your blog more.
On the other hand, directing your users to the original resource or one that already comes with an established authority on that subject can also make a good impression on the search engine.
Which is, if Google understands that source as something reliable and directs its users to it through the search, it is very likely which the redirect links present in that will source are also reliable. Therefore , be sure to indicate reliable sources in your content and find good partners to insert your own links.
Enrichment of primary content
After a lot of research on forums and categories of other marketers, I reached a point that I believe may be the biggest differentiator to stand out from the new Google update. Let’ s be honest: not always news, viral, or learning content is absolutely of value on the Internet . This is because we find many reproductions of an original text or news that has just already been published!
But if the subject is the same, what can you do in a different way? Well, one way out could be the enrichment of the original content, adding different information, or perhaps a critical analysis or viewpoint regarding the main subject.
Among the best ways to develop this is, as I mentioned earlier, through your own audience: how that details affects your user, your market, or even adapting in order to language that is more specific or even familiar to your audience. Research what your audience could gain from that details, and explore it smartly and strategically – don’t “Ctrl C + Ctrl V” with different words.
Google updates always create companies and marketers reinvent themselves , but it’ s also a great chance to review how you capture your audience’ s impressions plus return value to them.
What about putting these tips into exercise to see if you can achieve the trust of the most famous internet search engine in the world?
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