For small businesses in Tasmania, we know search engine optimisation (or SEO) can be a challenge.
However understanding how search engines define "helpful content" can be invaluable for owners looking to improve their online presence.
Even at Wakeford Digital as local web design and SEO specialists, we feel search algorithms become more and more sophisticated each week.
What does this mean?
It means that merely stuffing keywords into a blog post is no longer enough.
Today, a search engine's focus (we’ll just say Google from now) is on prioritising content that is genuinely useful to users.
Recent studies, such as the one by Neil Patel, have delved into what exactly makes content "helpful" in Google's eyes. They did this by analysing 260,000 search results, with several key factors identified that can significantly impact your rankings; all of which we explore below...
Dominic, owner of Wakeford Digital notes, “Understanding what constitutes helpful website content is really important to both creating and optimising for Google's search standards."
As the name implies, helpful content is that which answers the users questions, goals and desires in the best way possible.
It’s important to note that website content isn't just limited to blog posts too, encompassing everything from service pages and product descriptions to multimedia elements like videos and infographics.
Each type of content serves a unique purpose as well as a different audience, and should be crafted with specific goals in mind.
For example, while blog posts might aim to educate and engage readers, product descriptions need to be concise yet informative, enticing potential customers to make a purchase.
Similarly, service pages should clearly outline what you offer and why your services are valuable, potentially using customer testimonials to build trust.
Google's E-A-T framework is at the core of what it considers helpful content.
Demonstrating expertise (E) means providing detailed and accurate information that showcases a deep understanding of the topic, while Dominic says “authoritativeness (A) is achieved by establishing your site as a go-to resource within your niche or industry.
This can be done through high-quality backlinks from reputable sites, endorsements from leaders and also positive user reviews.
Looking for help automating your business reviews? Our listing and reviews service Hobart can help boost your online presence.
Trustworthiness (T) can be built by providing consistent, reliable, verifiable information, and maintaining transparency in your business practices.
Helpful tip: Regularly updating your content to reflect the latest trends and information also demonstrates your commitment to providing the best and most relevant information, which can significantly boost your E-A-T rating in Google's eyes.
Semantic SEO goes beyond traditional keyword stuffing by emphasising the importance of related topics and keywords. This approach helps Google understand the context and relevance of your content.
By incorporating a broad range of related terms, you can signal to search engines that your content covers a topic comprehensively, increasing its chances of ranking well.
As an example, this post you’re reading right now doesn’t just cover ‘helpful content’, but breaks down the key areas, provides answers to questions as well as tips and insights on how business owners can improve their content.
This practice helps Google recognise the breadth and depth of your content, ultimately improving your rankings.
By focusing on semantic SEO, you create more robust, user-friendly content that aligns better with Google's goal of delivering the most relevant and valuable information to searchers.
Technical SEO aspects, such as load times and website sizes also play a crucial role in determining the helpfulness of content.
Faster load times enhance user experience and reduce bounce rates, which Google interprets as a positive signal.
When a website loads quickly, visitors are more likely to stay and engage with the content, leading to longer session durations and lower bounce rates.
By prioritising technical SEO, you not only enhance user experience but also align with Google's emphasis on delivering fast, efficient, and accessible content.
As you may have seen in some of our other posts, the topic of ‘user intent’ has appeared more and more in 2024.
This is creating content that aligns with user intent - i.e. informational searches require comprehensive topic coverage, while buyer intent searches benefit from clear, actionable information.
Understanding and addressing the specific needs and queries of your audience ensures that your content is both relevant and useful; particularly for small business owners in Tasmania where competition can be fierce.
For instance, a user searching for "how to start a blog" expects a detailed guide covering various aspects like choosing a platform, setting up hosting, and creating content. On the other hand, a user looking for "best blogging platforms" may prefer a comparison of different platforms with pros and cons.
By continually refining your content to align with user intent, you not only enhance its relevance and value but also improve its chances of ranking well in search engine results, thereby attracting more targeted traffic to your site.
Looking to understand where your website sits in the digital space? Fill in our quick online form for a free website analysis.
Domain authority remains a significant ranking factor in 2024, which reflects the overall trust and credibility of your website.
High-quality backlinks (i.e websites linking to your own), consistent content updates, and user engagement all contribute to building and maintaining strong domain authority.
Backlinks from reputable websites act as endorsements, signalling to search engines that your content is valuable and trustworthy. Additionally, consistent content updates demonstrate that your site is active and committed to
providing current and relevant information.
Focusing on these aspects can significantly boost your domain authority, making your site more competitive in search engine rankings.
What is E-A-T and why is it important for SEO?
E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. It's a framework used by Google to evaluate the quality of content. High E-A-T signals indicate that your content is reliable and valuable, which can improve your search rankings.
How does semantic SEO differ from traditional SEO?
Semantic SEO focuses on understanding the context and meaning behind search queries, rather than just matching keywords. It involves using related topics and keywords to create comprehensive content that satisfies user intent.
Why are load times and website sizes important for SEO?
Fast load times and optimised website sizes improve user experience by reducing wait times and ensuring content is easily accessible. This can lower bounce rates and signal to Google that your content is user-friendly, positively impacting your rankings.
What role does domain authority play in content ranking?
Domain authority is a measure of your site's overall trust and credibility. High domain authority can boost your content's ranking potential by signalling to Google that your site is a reliable source of information.
How can I optimise my content for user intent?
To optimise for user intent, understand what your audience is searching for and tailor your content to meet those needs. Provide clear, actionable information for buyer intent searches and comprehensive, informative content for informational searches.
Particularly for small business owners in Tasmania, aligning your content with Google's definition of helpfulness is becoming even more important.
By focusing on the elements that contribute to Google’s ‘helpful content guidelines’, that is:
A business create content that not only ranks well but also genuinely benefits your audience and your search presence.
Regularly updating and refining your approach based on SEO trends and user feedback will ensure that your content remains relevant and effective.
If you’re not sure where to begin with SEO for your small business, check out our Hobart SEO services or Local SEO Hobart Listings and Reviews and get in touch about how Wakeford Digital can help your business grow online.
Thanks for reading!
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