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How Content is Changing for SEO in 2020

In 2020, writing the right content will be key for local ranking and increased organic presence. Users (and Google) want content, and it can help your website rank greatly if it’s relevant to your business. Just having content is not enough, and if not done in a certain way, can actually make your website less optimal, and lower your Google rankings. 

Google’s algorithms have changed to focus on the quality of page content, rather than just giving authority to the big pages with big names. At Guardian Owl Digital we want your website to succeed, and in order to do that, we first have to educate you on understanding how content is changing.

Customers go to Google when they have questions. Answering these questions is key in keeping customers engaged on your website. The viewer is likely to bounce from the site quickly if there’s not a clear path to a click sequence that will resolve their issue, or satisfy their need. Answering the right questions also aids in getting visitors to your site in the first place. This means that businesses should frequently be conducting keyword research to find out what customers are looking for and what they need to know. This can be done in many ways, including keyword insight reports or conducting research using aggregators like SEMRush, Ahrefs, or Bright Local. Answering prospective customer questions and providing insights is more important than ever, and needs to be prioritized when curating your content.

This leads into another point, which is that many companies struggle to find their expertise and focus on it. Focusing on what your brand is known for within your content gets quality customers to your page faster. Irrelevant content will “water down” your site, lowering your ranking, and even worse, confusing visitors once they engage with your website. Content should be focused and streamlined. People are busy and don’t want to read through fluff content to get to what they want. Think about why social media sites like Twitter, Snapchat, and even Tinder have been so successful- the content is concise.

When it comes to content, interactivity is good. Content should be designed around specific answers and topics, but should also encourage participation. If you ever took a marketing class, you may have heard of the 4 P’s: product, price, promotion, and place. Participation is often thought to be the “5th P”. In 2020, it’s a reality our attention spans are shorter than ever. Whether or not this is a bad thing, if you want visitors to be engaged, it’s key to grab their attention as quick as you can.  

Concise, relevant content is important, especially on pages under the headers in your landing pages. Headers are something that helps visitors, but also improve rankings. Because the site is organized through heading hierarchy, Google will better be able to determine the different services or products your company offers, thus more likely to recommend your site to people searching. 

Also, naming is key. The titles of headers, or any content on your page, such as articles, should be named in a way that is focused on what your brand is specifically offering. For example, if this article was titled “How consumers are changing in 2020” and not “How content is changing in 2020”, the article’s title wouldn’t stress what Guardian Owl’s focus is, even though this article does answer both of those questions to an extent. The name of the article should show what your company does so Google can find your expertise.

The bottom line is more and more people use Google for answering questions. From a digital marketing standpoint, this presents a lot of opportunity, much of which remains untapped. Thanks to Google, content in 2020 has the ability to make or break your website ranking.