I recently updated one of the top performing posts on my outdoor website. I’d written it a few years ago and not read it for a while. But, when I did, I felt a bit embarrassed. You may wonder why it mattered. After all, it was an old post and ranked well in search results. But, even without Google’s helpful content guidelines, I knew I could create something much more useful for my readers.

What does helpful content actually mean?

Those of you on my email list will already know about Google’s March 2024 core update <- read a copy of the email here.

The core update builds on Google’s helpful content guidelines. It’s aimed a reducing crappy content in your search results. Stuff that Google believes has been written to add lots of content to websites, simply to drive clicks. In other words, unoriginal, regurgitated, low-quality writing.

If you search for information online (and let’s face it, most of us do), this core update is good news. Because it should mean you see less spam and more useful links in your search results.

For those of us with websites, especially with blog pages, it’s important to understand a little about how Google search works, and how that impacts on the content you write.

Why does it matter what Google has to say?

In March 2024, Google held over 91% of the search engine market share. It’s been around that figure for many years. So, even if you personally prefer to use Ecosia (the search engine that plants trees), or DuckDuckGo (the search engine that helps protect your privacy), many of your customers are likely to be using Google search.

How search works

Search engines look at the words you type into the search box (in effect, the keywords). They then look at things like:

• The relevance of your search to the pages found

• The ease of using a website (think about loading speed, mobile friendliness, how easy it is to find your way around the site)

• E-E-A-T

• Location

And lots (lots) more.

The results appearing for your search are likely to be completely different to someone else using the same words in a search. The reason for that is because your previous search history is also a factor.

If you want to read exactly how search works, here’s Google’s in-depth guide to how Google search works.

What is E-E-A-T?

This mysterious term E-E-A-T is a huge part of Google search. Once Google’s systems identify relevant content which can answer a search query, it then prioritises those that seem the most helpful.

Google states that E-E-A-T itself isn’t a specific ranking factor. But, it is important in identifying helpful, high-quality content. Here’s what E-E-A-T means in practical terms.

Experience:
Showing you have first-hand, or life experience of a topic. For example, I add my own personal anecdotes into blog posts, to give practical context and help illustrate points.

Expertise:
Ensuring you have the expertise to speak about a topic. For example, I can talk about content writing because I do that for my work. I don’t have the expertise to talk about family law, I don’t have a legal qualification and know absolutely nothing about it.

Authoritativeness:
Making sure you’re a reliable authority on the topic. For example, I’m not a qualified medical doctor, so sharing information about the physical and mental wellbeing of people during an expedition is not something I have the authority to do.

Trustworthiness:
Checking your website is trustworthy, with well-researched and correctly attributed content. For example, I often link out to relevant websites for anyone wanting to read more or see where quoted facts and statistics come from.

Should you just focus on what Google search wants?

The answer is yes and no!

Google’s search and helpful content guidelines are important to know about, especially if you’re working on search engine optimisation.

They’re also a good way to work with the content on your website. In other words, the guidelines are a good way to sense check the content you’re producing. If you’re not attempting to use the guidelines to simply manipulate the system, then yes, think about what Google search wants to see.

But keep reading to see what else is important!

Here’s the no part to the answer

If you only focus on what Google search is looking for, you’re missing a huge part of what makes a website or blog really good.

And, Google does emphasise that you should be creating useful and helpful content for humans first, not search engines.

1. Why do you want to write a blog?

What you publish on your blog goes right back to the core question of why you want to write a blog in the first place.

Wondering about the answer to that question, read Why have a blog for your business? to get ten reasons.

2. Who are you writing a blog for?

My second question for any blog content strategy is all about the audience. Because knowing who your readers are will help you know what they want to see on your website.

When you understand their problems and worries, their interests, the type of content they like (fun, inspirational, educational), and what they care about, then BOOM 💥 you know exactly what to publish on your website.

And, even though I’m a content writer, I always say that writing blog posts may not be the best thing for you to do. Your target audience may prefer podcasts, photos, videos, emails, etc.

So, why did I update one of the highest ranking posts on my outdoor website?

I began my outdoor website in 2014 for the pure joy of writing about outdoor activities. The secondary reason was because I love sharing helpful, interesting, inspiring, and entertaining posts for readers. When someone tells me how much they’ve enjoyed a post, or found something useful, it still gives me a warm feeling deep inside.

The post I ripped apart was called Bikepacking the Hebridean Way - getting started

Back when I originally wrote the post, it was a narrative about the things that had led me to the starting point of the ride. I knew, even in that context, that my writing had evolved enough over the years that it wasn’t the best reflection of my skills today.

Does the content deliver what the title promises?

BUT, looking at the blog post objectively, I also realised that someone seeing that title in their search results would have expected to find lots of practical information inside about how they could get started on their own Hebridean cycling adventure. And there was nothing useful in the post which answered their questions.

See where I’m going with this?

Firstly, what’s the point in publishing a blog post which doesn’t deliver what the title promises. It’s a sure fire way to lose credibility with your readers. Plus, people will click off your website faster than a speeding train. AND, if you have pride in your work, you’ll want people to enjoy the content you produce.

Then, there’s the whole search engine optimisation side.

Google is trying to show people helpful content in their search results. Things that answer their search query and give really good information. That’s the E-E-A-T you read about earlier.

By updating the blog post, I ensured readers had a good answer to their question, and that the content delivered on the title. In the process, I also improved the search engine optimisation on that post.

The blog post is also a perfect example of Evergreen content, maybe something I’ll write about on another day. Let me know if that’s something you’d find useful to know about.

Has updating the post had any impact?

If the blog post was already one of the highest performing posts on my website, has there been any impact since updating it a week ago?

The answer is a resounding yes!

In only seven days, the analytics show the people visiting that post have almost tripled. Some of that will have come from the social media posts sharing what I did. But, very few of my post visits come from social media. I’ll be interested to see what happens over the next couple of months.

I’m much happier with the content

Remember what I said earlier about having pride in my work?

I know the revamped blog post is now giving practical and helpful information to anybody wanting to learn more about cycling in the Outer Hebrides. Do I care whether it’s better for search engine optimisation? Kind of, but I care more that I’m giving useful information when people click on my website.

Oh, and I added more pics of the stunning Outer Hebrides too. So, even if you’re not interested in cycling there, it’s worth scrolling down to see this beautiful part of the UK.

Here’s that link again -> Bikepacking the Hebridean Way - getting started