Google’s advice on combating its updates

The Do Not Advice

• Do not rewrite content seen elsewhere. There is a lot of similar content online and your customer can find that content. Your content needs to be different. Approached from a different angle, including your thoughts on the subject. Make it fresh and enlightening.

• Do not write to get people to click onto your website. If they don't find what they are looking for when they get there, they will leave. If they quickly leave the site this will give you a high bounce rate. This could affect your Google ranking.

• Do not get others to write on a topic which they nothing about. I had a client who paid a blog writer to do articles on chartering a yacht. Unfortunately, they had no idea what information someone wishing to charter a yacht would want from their article. We then employed someone who had experience of the yacht charter industry to write the articles. Website traffic improved and the bounce rate reduced. Also, people engaged with the content on social media. I always advise my clients to use their team to write the content. We can then edit it to improve its readability for Google.

• Do not set out to write for SEO (search engine optimisation). Do not try to make it keyword heavy. Write for your customers and make it easy to read.

The Do Advice

• Do think about what your customer might want to know and be thorough. If your content does not cover all the possible questions your reader will go elsewhere. If you need to link them elsewhere for more information that is fine but keep this to a minimum.

• Do take time to write an appealing headline. The Headline must summarise the content. It should leave your reader wanting to go further. Tell them what value they will get from reading your content.

• Do write quality content. The type of content someone will want to share. Think about how a magazine article is written on a specialist subject. Make it easy to read with sub-headings. Tell the reader what they are going to gain from reading further.
• Do aim to be more respected and authoritative than your competitors. Show your expertise in your content. You have not got to where you are without knowing your stuff.
• Do make sure you check for spelling and grammar errors. Use spell check or I would recommend using Grammarly

You can read through the Google advice on its updates but it is common sense really. Give your customers and clients what they want. Information, advice, how-to guides and entertainment which they can not find elsewhere.

At SPC Marine Marketing we can write your content for you. We have a detailed knowledge of the marine and yachting sectors. We can work with you on your content to improve its readability and we can advise on your website content. We also offer a FREE initial consultation. We will take a look at your website and all your social media channels and provide you with an easy to understand and actionable report. Get in touch with heidi@spcmarinemarketing.com if you would like a FREE consultation. If you are looking to outsource any of your digital and/or social media requirements we are here to assist.