In my 15 years of working in digital marketing, I've seen countless shifts in how Google ranks content and determines trust. What worked a decade ago has evolved significantly, especially with the influx of content and the rise of AI. I've always prided myself on staying ahead of these changes, ensuring that the content I produce ranks well and stands the test of time. Today, I want to share some insights into how we can continue building trust with Google and ensure our content remains relevant and authoritative.
The Evolution of Content Creation
When I first started, creating content was relatively straightforward. You'd write a well-researched, high-quality blog post or guide; if it were good enough, it would rank. The focus was almost entirely on appeasing Google's algorithms. We weren't necessarily writing for the reader but for Google. Back then, simply having high-quality content was often enough to secure a good ranking.
But as time passed, especially in the last five years, things became more complicated. Google's algorithms became more sophisticated, and more people caught on to the importance of content. Suddenly, it wasn't just about writing a great piece; it was about writing a great piece with powerful backlinks that were well-structured and offered real value to the reader. The influx of content meant that Google had more to sift through, and the criteria for what made content rank started to shift.
Adapting to AI and Content Overload
The introduction of AI, particularly tools like ChatGPT, has flooded the internet with even more content. It's no longer just about creating something good; it's about creating something unique, valuable, and trustworthy. Google's servers are now overwhelmed with content, rehashed versions of the same thing. This makes it harder for Google to determine who is an authority on a subject.
One of the strategies I've found increasingly effective is using trust signals. In this new landscape, it's not enough to write well. You need to prove to Google that your content is trustworthy. This can be achieved through various means, such as having a comprehensive "About Us" page, a detailed team page with real faces and, ideally, videos. Linking your content to author profiles with established social media accounts, particularly LinkedIn, can significantly boost your content's credibility.
The Importance of Social Signals and Author Pages
Over the years, I've repeatedly stressed the importance of social signals in building trust. When creating websites, especially lead generation sites, I create a network of social accounts—a "social fortress." This involves setting up TikTok, Twitter, Gmail accounts, and more. These accounts create a web of social signals that help establish a site's credibility.
However, it's even more effective when these social signals come from real, aged accounts. For instance, having an established LinkedIn account linked to your blog posts can make a difference if you're a financial advisor. That's why I always request my clients to share their professional social accounts. When linked to the content, these accounts serve as a powerful trust signal to Google.
Emphasizing Content Freshness
Another key factor that Google considers is content freshness. The strategies that worked in 2017 or 2018 will fail to work today. It's crucial to revisit and update your content regularly. This doesn't just mean changing the date at the top of the post—it means thoroughly re-researching, rewriting, and enhancing the content to reflect the latest trends and data.
Google's algorithm values fresh content, and one way to signal that your content is up-to-date is to include a "last edited" date on your posts. This shows Google that your content is current, which can significantly boost your rankings.
The Long-Term Approach to SEO
One of the most important lessons I've learned over the years is the value of persistence. SEO is not about quick wins; it's about playing the long game. Many SEOs jump ship when there's a new algorithm update or shiny objects like NFTs or cryptocurrencies. However, those who stick with SEO and continue to adapt and refine their strategies are the ones who see long-term success.
For me, this has meant constantly testing new strategies, learning from what works, and doubling down on those efforts. It's also meant staying committed to creating content that ranks and provides real value to readers. Whether it's a senior podiatrist writing about foot care or an arborist sharing tips on tree removal, content from a place of expertise and passion will always be more valuable than content thrown together for ranking.
Conclusion
SEO is constantly changing, but one thing remains the same: the importance of trust. By focusing on trust signals, regularly updating content, and leveraging social and author signals, we can continue to build trust with Google and maintain high rankings. It's not always easy, but it's the only way to achieve lasting success for those who are in this for the long haul.
