On May 4, Google released a comprehensive update of the May 2020 core algorithm called Core Update.
The core update from May 2020 will now be released live. As is usual with these updates, the complete introduction usually takes one to two weeks.
– Google SearchLiaison (@searchliaison), May 4, 2020
As usual, webmasters used social media to express their dismay.
Core update in COVID time … WOW .. #DeadlyCombo pic.twitter.com/398mZvBoru
– Saket Gupta (@iSKGTi), May 4, 2020
Every SEO type rn pic.twitter.com/pRIRsNIOe6
– SK ⚅⚀ (@RealSaish) May 4, 2020
The pandemic is now beginning
– David Ryan (@ d4vidryan), May 4, 2020
But should you really be concerned about the main algorithm updates from Google?
And is there a way to keep your leaderboard no matter how many updates are released?
In this post, you'll learn about proven SEO-oriented writing practices that will keep you calm with all future Google updates.
Best practices for writing content that ranks well for Google’s May 2020 Core Update & Beyond
In the May 2020 core update announcement, Google underlined the following:
"Our instructions for such updates remain as previously described."
As always, nobody knows from Google exactly how websites are ranked. Here's a tip from the Google Webmaster Central blog.
And here's Danny Sullivan's take on it (he published this in 2018, but it's still relevant today).
Would you like to do better with a major change? I have great content. Yes, the same boring answer. However, if you want to have a better idea of what we consider great content, check out our rating guidelines. This corresponds to almost 200 pages that must be taken into account: https://t.co/pO3AHxFVrV
– Danny Sullivan (@dannysullivan) August 1, 2018
As a result, Google's algorithms try to reward the best content.
Learn how to write content that meets these criteria.
1. Write for Google's E-A-T standards
Google's E-A-T stands for expertise, authority and trustworthiness.
Clear like mud?
Here are four content components that Google repeatedly assigns to its SERPs.
Tired, old advice will never make it in the eyes of today's online readers.
People are looking for something fresh and bold.
You are looking for new, insightful insights.
So if you publish generic clichés, that's just good. meh… Your readers will click back the moment they land on it.
And Google will notice.
Content that plunges deeply
Have you ever read a blog and found that you just don't have any of it?
Something like that.
I bet you didn't stick around to end it.
The thin, worthless content (plus the massive blocks of text) is enough to scare the strongest online reader.
But what about such content?
It is detailed, appealing and easy on the eyes.
Yes, you stay with it.
You can even comment or share it.
If you want to involve your readers and impress Google, dive deep into your topic.
Share statistics, graphics and images.
Show your authority.
Added value to people's lives.
Then stay here.
If you are looking for medical advice online, which blog read: An experienced doctor or a flat piece written by an anonymous person?
Authority and expertise are two aspects that Google takes into account when ranking.
An established site owned by an industry expert ranks higher than a random site with no credentials.
However, keep in mind that this authority does not necessarily mean a bachelor's degree or special certificates.
For example, if you've been making goat cheese for 15 years, you're clearly an expert in the field.
Readers will love hearing your advice, and Google should reward you for how well you serve them.
User friendly and well presented content
Online readers are in a hurry and don't want to wade through endless blocks of content.
Would you continue to read such a piece, for example?
The paragraph not only continues forever, but the attempt to fail the font also hurts the eyes.
In order not to frighten your reader, always present the following to him:
- Short paragraphs.
- The content is divided into sub-headings (as many as possible are great!).
- Large font that is easy on the eyes.
- No typos and grammatical errors.
- High quality pictures.
2. Write for the user search intent
Here is the deal breaker:
Regardless of how much expertise, authority, and trustworthiness your content has, it will not be rated unless you optimize it for search intentions.
To understand this, imagine that you are in the shoes of your readers.
Suppose you want to learn how to make your own goat cheese at home.
You go to Google and click on a blog about goat cheese. It is wonderful. It takes you back to 8th century France when the Moors first invented goat cheese. Writing is funny, intelligent and exciting. There are diagrams, pictures and statistics.
But there is a problem.
You don't learn how to make goat cheese.
Are you staying here to read it?
You click back and read another blog.
Perhaps it is easier and less beautifully written.
But if you end up with a nice plate of goat cheese that you made yourself?
You are satisfied.
This is how the user search intent works.
Here's how to optimize your content for search intentions.
Plan your content with the search intent in mind
Make sure you understand the search intent you're optimizing for before you put pen on paper (or finger on keyboard).
There are times when it will be easy.
For example, the search intent behind "What is Content Marketing?" Is not difficult To guess.
But what about a keyword like "best chocolate cake"?
Are users looking for recipes?
The best pastry shops in your area?
A story of the most beautiful chocolate cake in the world?
If you feel confused, you can …
Check what Google ranking is
Go to Google and enter the keyword you're confused about.
In our example, it is the best chocolate cake.
Here is the result:
It shows you that Google is currently evaluating chocolate cake recipes for this keyword.
If you write a blog about the history of chocolate cake and optimize it for the “best chocolate cake”, your piece will likely end up far from page one of the SERPs.
Don't confuse readers when they land on your website
If you already know what readers are looking for in your content, tell them right away that they found it.
For example, do not wait halfway through your blog to let your readers know that they’re going to learn how to make goat cheese.
Tell them in the introduction so they don't go.
Stay relevant to your topic
If you want to rank on Google, you can't write about anything you want when the mood suits you.
Suppose you want to search for recipes for cake recipes.
To show Google that search intent is important to you, do not post random blogs on "How to Stay Healthy" or "The 10 Most Delicious Vegetables in the World".
Stick to your cake.
The core update of May 2020 and beyond: progress
The bad news: pandemic or no, Google will always update its algorithms.
The good news: it doesn't matter.
It all comes down to Google’s mission.
To give real people real value.
If you understand this correctly, you will have a good rank no matter what new updates will shake the SEO world in the future.
All screenshots from the author, July 2020