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Latest Google SEO update emphasizes ‘helpful content’

Technology for Lawyers

Published: November 18, 2022

The Google search engine algos continue to zero in more and more on content. The first updates a few years ago emphasized originality and creativity, and, over time, the updates have expanded to interpreting that original content.
The lates update of a few months ago now looks for “helpful content.” This algo looks for “content where visitors feel they've had a satisfying experience, while content that doesn't meet a visitor's expectations won't perform as well.”
You can read the entire update at the link below. Here are some highlights (or tips):
Remember that you re creating content for people, not for clicks. “People first” content uses SEO best practices in combination with an understanding of what turns people on or off about a web page. So the first audience is you. Ask yourself how and why you engage in any website. Then write in language that you would find attractive—that would get you to stay on a page or engage further by clicking a link on that page.
In other words, don’t string a bunch of search terms together “in search of a sentence.” The advice page for the update says that the creator should ask if the content is useful in a personal way.
It wants you to demonstrate “first-hand expertise and depth of knowledge.” You probably know this, but go ahead and blow your own horn without violating ethics restrictions.
On the other hand, make sure that a visitor knows what’s going on on the site. Have a “primary focus.” The classic lawyer web page will have links to each practice area, but this recommendation seems to say that if you have one primary practice area, go ahead and put it on the landing page.
As a corollary to that, put enough info on the landing page that a visitor will know who you are and what you’re doing.
Don’t make the site look like a robot wrote it. IMO, professional language should also be inviting. Informative but not overly technical. And it should sound lime a human wrote it on conversational tone.
Those are the “dos.” For the “don’ts” and further expansion, navigate to Google’s page here: https://developers.google.com/search/blog/2022/08/helpful-content-update