Recent updates to the Google algorithm have placed a sharper emphasis on people-first content over search engine–first strategies. Google’s guidance, as detailed in its recent article, underlines the importance of creating content that is genuinely useful to readers rather than solely designed to rank well. This guide explains what these changes mean, outlines the key elements of people-centred content, and offers practical advice to ensure your content meets these expectations.
Self-Assessing Your Content
Before publishing, ask yourself some key questions about your work. It can also help to have impartial peers review your content. Consider the following points:
Originality and Value
- Does your content offer original insights, analysis, or research?
- Does it add value beyond merely rehashing information from other sources?
Depth and Completeness
- Does your piece provide a comprehensive overview of the topic?
- Are there details or nuances that offer a deeper understanding?
Presentation
- Is your headline descriptive and accurate?
- Is your content free from spelling or stylistic issues?
Focusing on Expertise and Trust
Readers seek information they can trust. Ensure your content demonstrates:
Clear Authorship
- Is it immediately obvious who has written the piece?
- Do you provide background or credentials to bolster credibility?
Expert Insight
- Have you drawn on firsthand experiences, data, or direct testing?
- Are your sources properly cited, and is your analysis based on verifiable facts?
Establishing trust is essential, particularly when addressing topics that may impact one’s health, finances, or well-being.
Prioritising a Great Page Experience
Effective content goes beyond the written word—it’s also about the overall user experience. Search engines reward pages that provide:
Intuitive Navigation
- Is your page layout clean and easy to navigate?
- Do visual elements complement the message without causing distraction?
Accessibility and Engagement
- Can visitors quickly locate the information they need?
- Does your content encourage further exploration or leave readers seeking additional clarity?
Embracing People-Centred Content
People-centred content is created with the reader’s interests in mind rather than being engineered solely to boost search engine rankings. Ask yourself:
Audience Relevance
- Does your content address the real needs and questions of your target audience?
- Would someone bookmark or share it because it is genuinely useful?
Depth of Knowledge
- Is the content written by someone who truly understands the topic?
- Are the insights provided based on authentic experience and expertise?
Crafting content with these questions in mind helps produce work that not only performs well but also stands the test of time.
Avoiding Search Engine–First Pitfalls
It is tempting to create content designed primarily to attract search engine traffic. However, focusing too narrowly on rankings can result in:
Diluted Messaging
- Producing generic posts that add little real value.
- Relying excessively on automation without proper oversight.
Reduced Engagement
- Content that leaves readers searching for better information elsewhere.
- Posts that feel rushed or lack the personal touch of genuine expertise.
While some search engine optimisation (SEO) techniques can improve discoverability, they should support—not replace—a people-centred approach.
Understanding E-E-A-T and the “Who, How, and Why”
Google’s evaluators use the concept of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) to assess content quality. Here’s how you can align your posts with these principles:
Who (Who Created the Content)
- Transparency: Ensure readers know who is behind the content by using clear bylines and providing background information or links to author profiles.
How (How the Content Was Created)
- Process Disclosure: Share details about your content creation process. For instance, if you are reviewing a product, explain how many items were tested and what criteria were applied.
Why (Why the Content Was Created)
- Purpose-Driven: Your content should genuinely aim to help readers. If your goal is to serve your audience by answering their questions thoroughly, you are on the right track.
The Takeaway
Creating content that is helpful, reliable, and people-centred means prioritising quality and authenticity over shortcuts. By carefully self-assessing your work in terms of originality, depth, trustworthiness, and user experience, you not only produce superior content but also build a stronger connection with your audience. At Anorak, we are committed to this philosophy, and we hope these insights inspire you to elevate your own approach to content creation.
Happy writing!
