Google often doesn't rank your SEO content because it lacks unique value, search intent or uses the wrong content formats. Much content repeats what already exists, doesn't match search intent or has an unclear introduction, resulting in a low position in search results. This proves more relevant than ever with the latest Google core update from August 2024. This update focuses even more on showing truly useful and original content, and less on content that is only created to perform well in search results. To create real "helpful content", you need to offer unique content and insights, directly address user needs and choose the right format that provides the best user experience. This increases your chance of higher rankings and more organic visibility, making your SEO strategy more effective.
An important part of this is E.E.A.T., where Google increasingly values the expertise, authoritativeness and trustworthiness of content. By showing that your content is based on expertise, by building authority within your niche, and by building trust with your audience, you can convince Google of the value of your content. This not only helps you rank higher but also ensures your content is truly useful and relevant to your readers. Curious how exactly to do this? Read on!
1. Creating unique content in a saturated market
In today's online world where enormous amounts of content are posted daily, it's more important than ever to differentiate yourself from your competitors. Creating content that merely repeats what's already online is not enough. Google wants to provide its users with the most relevant and valuable information, and here the unique value of your content plays a major role. If your article or page adds nothing new, it likely won't score high in search results.
Why this is important: Unique content is one of the keys to success in SEO. It increases the chance that search engines see your page as a valuable source, leading to better organic visibility. Additionally, original content attracts organic backlinks, an important component of a strong SEO strategy. Websites that regularly publish well-researched and unique content build authority faster in their niche, which leads to higher rankings.
A good example is https://ahrefs.com/blog/seo-statistics/. Ahrefs writes a blog about the top SEO statistics for 2024. It contains many unique facts and SEO statistics collected, causing many people to use this blog as a source. As a result, this unique URL receives extremely many quality backlinks:
How to do this: Start with a thorough competitor analysis to see what's already been written about your topic. Identify the gaps and enrich your content with new insights, original research or personal experiences. Choose a fresh angle that hasn't been covered before, and use unique data or case studies to support your story. This makes your content not only distinctive but also relevant and valuable for both readers and search engines.
2. Using appropriate content formats to engage users
How you present your content is at least as important as the content itself. Depending on the topic and search intent, the best format can vary. While text often works well, a video, infographic or interactive tool can sometimes have much more impact. However, many content creators default to a blog post, while alternative formats might better suit the target audience's needs.
Why this is important: Google looks not only at a page's content but also at how users interact with it. The right format can significantly improve user experience, leading to better engagement metrics like longer session duration. These signals are important for good SEO performance because they indicate that your content is valuable to the visitor.
Which type of content a search engine like Google prefers can be seen by analyzing the SERP. Follo has made this data insightful for important keywords with the 'Data Intelligence Dashboard'. In this we can see exactly which content types are shown for important keywords or keyword clusters and if this changes. This allows you to quickly respond to the right type of content. An example of appropriate content:
How to do this: Analyze your audience and their preferences. Look at the types of content that perform best in your niche and experiment with different formats. For complex topics, a video might work better than a long text, while an infographic is ideal for presenting data. Make sure to optimize these formats for search engines, for example by adding transcripts to videos or alt texts to infographics. By choosing the right format and making it SEO-friendly, you ensure that your content not only ranks better but also provides more value to your target audience.
3. The importance of short and clear introductions
The introduction to your content is often the first impression you make, and it needs to hit home immediately. Many content marketers or SEO specialists start their pieces with long, roundabout introductions that don't immediately clarify what the reader can expect. This can lead to website visitors quickly bouncing back to the search results. This signals to Google that your content might not be relevant enough, which can harm your position in the search results.
Why this is important: A high bounce rate can mean that your content doesn't match what the user is looking for. Google aims to provide its users with the best experience, which means your content needs to make clear from the first sentence why it's valuable and what the reader can expect.
How to do this: Make sure your content starts with a powerful and concise introduction that immediately hits the core of the topic. Use the first paragraph to directly address the reader's question or problem, and provide a clear overview of what the article covers. Avoid long and complicated sentences that distract from the main topic. Instead, make the reader curious for more and encourage them to keep reading. This not only improves the user experience but also increases the time users spend on your page, which has a positive effect on your SEO.
4. Search intent: understanding what your audience really wants
One of the most important aspects of effective content creation is understanding your audience's search intent. Search intent refers to the goal a user has when performing a search query. If your content doesn't match what the user expects to find, they'll likely quickly leave your page, which is detrimental to your SEO.
Why this is important: Google wants to show its users the most relevant and useful results. If your content doesn't exactly match the search intent, Google will recognize this through user signals like short visit duration. This can lead to your content appearing lower in search results or not being visible at all.
How to do this: To effectively utilize search intent, you first need to really understand what people are searching for and what their expectations are. You do this through extensive keyword research. Then you can align your content by using long-tail keywords that reflect more specific intents. Make sure your content clearly communicates what the reader can expect and that it actually delivers value that matches their search intent. By consistently addressing the right intents, you not only improve your rankings but also build trust and authority with your target audience.
5. The impact of competition on your SEO performance
Competition is fierce in almost every niche, and this certainly applies to online content. Even with high-quality articles or pages, it can be difficult to stand out among the enormous amount of available information. Stronger competitors may better optimize their content, keep it more current or dive deeper into the subject matter, giving them more authority and achieving higher search positions.
Why this is important: In a competitive environment, it's extra important that your content not only meets the basic requirements but actually stands out and excels. Google looks at multiple factors, such as content relevance, website authority and user experience. When your competitors perform better in these areas, they will appear higher in search results, meaning your content, however good, may be less visible if it's not continuously improved and adapted to the changing market.
How to do this: To stay ahead of the competition, a thorough competitive analysis is essential. Analyze what your competitors do well and where they fall short. Look for ways to improve their content by incorporating more current data, offering deeper insights or presenting additional sources and unique perspectives. Also focus on long-tail keywords with less competition but specific search intents. By continuously refining and enriching your content, you can gain a lasting competitive advantage, improving your SEO results and growing your market share.
In the world of online content, it's not enough to just have 'SEO in order'; you need to offer real value to stand out. Google rewards content that is unique, responds to what users are searching for and is presented in the right way. It's about not just repeating what's already there, but adding something new and valuable. By focusing on clear introductions, the right format, and understanding your target audience's search intent, you make your content not only more findable but also truly useful for your readers. In short, if you want your SEO strategy to work, you need to offer more than just a well-optimized page – you need to create something that people really benefit from.
