At Gekkoshot, we understand that creating a website that ranks well on Google requires more than just attractive design. As a leading digital marketing agency based in Belfast, we combine our expertise in web design and SEO to deliver websites that not only look great but also perform exceptionally well in search results.
Content is a key pillar of any digital marketing strategy, especially when paired with effective web design. Whether through organic search or paid campaigns, success depends on attracting users with content that resonates. As the leading search engine, Google shapes how businesses create content. Understanding what Google expects from your content can help improve your website’s visibility and drive more targeted traffic.
So, what exactly does Google want from your content?
In a nutshell… High-Quality Content
Despite frequent updates to Google’s algorithm, one thing remains unchanged: the need for compelling, high-quality content. Google’s main goal is to provide users with the most relevant and valuable information in response to their queries.
Over the years, Google has fine-tuned its ranking algorithm to favor content that is comprehensive, accurate, and engaging. While creating such content sounds straightforward, defining “high-quality content” can be tricky.
In the past, some marketers thought stuffing keywords into long blocks of text would boost rankings, but that strategy no longer works as it once did. Google’s algorithms have become more sophisticated, focusing on delivering content that aligns with user needs and search intent.
Why is Content Critical for SEO?
“Build it, and they will come”—but today, content creation isn’t just about keyword optimisation or SEO tactics. It’s about understanding your target audience’s needs, interests, and challenges to create content that genuinely offers value.
Since Google’s primary focus is user satisfaction, if your content aligns with what users are searching for, it’s a win for both you and your audience. Staying in sync with Google’s updates and prioritising user experience is key to achieving long-term success in organic search rankings.
Building Authority and Trust with Content
With over 14 years of experience and a portfolio of hundreds of satisfied clients, we know how to establish your brand as a trusted authority in your field. Our approach includes:
- Establishing Authority: Publishing high-quality content consistently can position your brand as a trusted authority in your field.
- Building Trust: Providing reliable, informative content fosters trust among your audience, potentially leading to better conversion rates.
Relevance is Key in Content Creation
We understand that relevance is key in content creation.
- Relevance: Google’s goal is to serve the most relevant results for users’ queries, making it essential that your content matches the keywords your audience is using.
- Quality: Google also considers content quality when ranking pages. Well-researched, accurate, and valuable content boosts your site’s credibility.
Understanding User Intent for Effective Content
- Google’s Role: Google’s algorithms are designed to decipher the intent behind users’ queries, whether they’re seeking information, making a purchase, or exploring a specific website.
- Aligning Content: To rank well, your content should incorporate relevant keywords and meet user expectations based on their search intent.
- Human-Focused Writing: Google uses Natural Language Processing (NLP) to understand the meaning behind words, so your content should be written in a natural, engaging style. Avoid keyword stuffing and prioritise readability.
What Google Looks for in Content?
Google values Experience, Expertise, Authoritativeness, and Trustworthiness (E-A-T), especially for sites offering health, legal, or financial information.
- Experience: Google values content created by individuals with practical experience. User-generated content like reviews can add credibility.
- Expertise: Content should be authored by subject matter experts, supported by qualifications or recognised industry experience.
- Authoritativeness: Sites that feature expert opinions and accurate, up-to-date information are more likely to rank highly.
- Trustworthiness: Google assesses transparency, such as clear contact details and positive user reviews, as indicators of trust.
Your Money or Your Life (YMYL) Standards
Google has strict standards for pages that could impact a person’s well-being or safety, such as medical, legal, or financial advice. These “YMYL” pages require high levels of E-A-T and should be authored by professionals in their fields.
User Experience and Readability Matter
Google favors content that is well-structured and easy to navigate. Proper formatting enhances readability and boosts user engagement, which in turn positively affects SEO. This is especially true for web design, where user-friendly structures like intuitive navigation and responsive layouts play a major role in SEO success.
- Headers & Bullet Points: Structuring content with headers (H1, H2, etc.) and bullet points makes it easier to read and enhances SEO.
- Multimedia: Images, videos, and infographics enrich the user experience and improve engagement. Properly tagged media can also drive traffic via image search.
- Short Paragraphs & White Space: Break your text into digestible paragraphs and use white space to make the content visually appealing.
Engaging Content: Well-crafted content keeps users on your site longer, encouraging them to take desired actions. Additionally, when focusing on web design, integrating visually engaging and functional elements can lead to better user interaction and SEO results.
Google’s Approach to AI-Generated Content
Google doesn’t specifically penalise AI-generated content, but it must still adhere to the same quality guidelines as human-written content.
- Best Practices: AI content should be reviewed and edited by humans to ensure it is accurate, relevant, and valuable.
What Content Gets the Most Search Traffic on Google?
Instead of simply asking what’s most searched on Google, consider how users search for content related to your business. By understanding user intent and emerging trends, you can tailor your content to meet their needs.
User Intent and Search Trends
Understanding whether users are searching for information, a specific website, or intending to make a purchase helps you create content that aligns with their goals. Tools like Google Trends and SEMrush can help you identify search trends, enabling you to adapt your content strategy accordingly.
Creating a Content Strategy
At the heart of Google’s expectations is high-quality, relevant content that meets user intent, offers a positive user experience, and showcases E-A-T. By aligning your content with these principles, you can improve your SEO performance and create a better experience for users. Don’t forget to align these principles with your web design to ensure a cohesive, user-friendly experience that enhances your SEO efforts.
At Gekkoshot, we don’t just build websites; we create digital experiences that drive your business forward. Let us help you dominate your industry with a web design and SEO strategy that simply works.
