Using AI to create your content? You need to read this.

Gone are the days when it felt like everyone was using ChatGPT to write their content. Today, we’ve wised up. We realise its flaws (the overuse of ‘landscapes’ and ‘tapestry’, anyone?) and its strengths. Especially how much it fails to be ‘you’.

With Google’s latest Core Update giving the flick to spammy, unoriginal content, your input has become more important than ever. It’s time to give the people what they want.

Today, we’ll explore why Google is loving on people-generated content. And how your voice as an expert in your field is the best way to make our ranking overlords — and your audience — happy.

What does the latest Google update say?

As the grandfathers of search visibility, we always look to Google to let us know what they’re favouring in good content. Their latest Core Update mentions some things you need to know to be seen.

Enhanced user experience

Does your website consider its users? How fast (or slow) is the loading speed? Is it mobile-responsive? And how much spam is there? With Google cracking down on spam specifically, using expired domains or creating bulk amounts of content to rank is a no-no.

Well-functioning websites

The ranking changes mean you need to be responsible for monitoring your website. To start, learn some basic analytics to familiarise yourself with your traffic, bounce rates, and user engagement metrics. You can’t improve if you don’t know.

Improving search experience

It’s no trick: Google wants its users to find exactly what they want. And they’ll rank websites better if they offer relevant and helpful content. Better still, original and user-focused content with the searcher’s intent in mind. Here’s where you come in.

Why we’re trading AI for E-E-A-T

Say goodbye to AI. Now, we’re all about the E-E-A-T. Google’s preference for Experience, Expertise, Authority, and Trustworthiness is among the best metrics for creating quality content. But what does it stand for?

• Experience: did you create the content with expertise in the subject matter or have practical knowledge to offer?
• Expertise: is the content author an expert, or do they have specialised knowledge on the topic?
• Authoritativeness: what reputation does the author have? Is the site an authority on the subject matter?
• Trustworthiness: how reliable is your content, the website, and you?

The secret weapon to good content? You.

Imposter syndrome aside, you’re the expert in your field. And you have everything Google and your audience look for in quality content.

Visitors to your website are there for a reason. If you can deliver trustworthy, engaging, and helpful content, they’ll be happy. And better still, Google will rank you favourably for it.

Your unique perspective and expertise can’t be replicated by a content writer alone or someone sharing links to other reputable websites. So, how do you harness it?

Simple tips for keeping your content fresh and unique

Now that you know what people want to read, you can start including it in everything you create. Use these tips to ensure everything you produce is fresh, original, and engaging.

• Use yourself as a source

Are you an expert on a subject? It’s time for a humble brag. Include quotes from yourself that your audience wants to learn about. AI can’t replicate your unique voice and input.

• Think of a new angle

It’s competitive out there. Your content needs to cover topics from a fresh perspective. Think about how you can discuss the subject matter in a special way.

• Ditch the dishonest SEO

The days of keyword stuffing and cloaking are over. We now know that Google ranks for content that matches the user’s intent more than anything—time to bin the sneaky SEO.

• Audit your content

That blog you posted five years ago might not be it today. Audit your content and update lower quality or outdated stuff. It’s easier to edit old content and give it a fresh spin than to write everything from scratch.

• Put yourself in your audience’s shoes

Ask yourself why people are coming to your website. Do they want to learn something? Are they comparing products? Did they see something cool? Some simple keyword research can show you what’s currently trending in your field.

• Make your website vibes enjoyable

Slow load speeds, annoying pop-ups, and complicated AF navigation. All good ways to send visitors packing. Ask your friends to review your website and give you HONEST feedback about how it feels.

• Understand your analytics

You’re responsible for your content. And you should know how it’s performing. Google Analytics has a free version you can use to get a good overview or upgrade to the paid option to go even deeper.

Give your content some love

Sure, there’s no magic formula for getting your content seen. But there is magic in what you bring to the table. We’ve always believed in the power of humanised, informative, and engaging content. You should, too.

Need a hand with your content? Let Future Proof turn your unique perspective into better search visibility.