Google’s Stance on Low-Quality Content
Recently, I was discussing our content services with Natalie, our VP of Content, specifically how can continue to differentiate our business from the low-quality content farms and AI options that are out there.
Unsurprisingly, she quickly pointed me to one of Google’s latest updates to its core search algorithm.
The aim of this update? Identifying and weeding out low-quality, AI-generated content.
It’s goal? To improve the search experience for users, which, by many accounts, has drastically degraded in quality over the last few years. Some critics blame AI, while others claim that Google’s priorities shifted well far earlier.
Whatever the case, this newest algorithmic update, if successful, should be of benefit to searchers, businesses, and content creators alike.
Ironically, Google is using its own AI to evaluate content for characteristics like originality and depth, as well as usefulness. Generic content or content that has been manufactured by content farms will be devalued and will thus rank far lower than original, useful, subject matter expert-driven content.
To be clear, those businesses and content creators who are using AI tools to assist the content creation process will not be penalized. This is about mass-produced content. Off the shelf copy that fills space, but offers little value.
So what does this mean for business owners? In our opinion, the strategy remains the same.
Focus your efforts on publishing unique, authoritative, useful content. This was Formada’s point of view prior to the prominence of AI-generated content, and it will remain so for the foreseeable future.
Why Unique, Authoritative, Useful Content Matters
Unique — This matters to search engines because it offers a different perspective on a subject than mass-produced content is capable of. Search engines see value in differentiation.
Equally important, is the value that this provides to people and to your business’s brand. People are looking for something that they can identify with, create an emotional connection with, and associate directly with your business. Content farm-sourced copy might seem simpler, but it will harm your business in two ways:
- Search engines penalize its unoriginality
- Readers won’t connect with it
Authoritative — You have a distinct perspective. There’s value in being able to showcase that unique point of view in a way that positions your business as an authority in your field.
Search engines look for it. Readers can feel it. The internet is rife with surface-level information. Your website, social media, and other marketing efforts are precisely where you should be flexing your expertise.
But be careful. Be detailed. But be easy to understand. Position yourself as the specialist that you are, but invite the audience in.
Useful — Again, publishing content is more than about filling space. It’s about creating differentiation, establishing your authority, and giving people value.
Yes, you want people to take action — book an appointment, make a purchase, fill out a form, etc. — but what can they do in the meantime? What useful, actionable information can you offer that further solidifies your expertise?
Your blogs, white papers, videos, and podcasts are the perfect vehicles for value-rich content.
You Can Get Original Content That Drives Growth Right Here!
At Formada, our approach to content centers on creating value, for our clients and for their customers — to create something unique that captures their voice while speaking directly to the needs of those who would benefit from their products or services.
You don’t need to settle for low-quality content. If you’re looking for a new approach to content creation for your business, then look no further than Formada. We take the time to learn your business, your brand, your goals, and what your customers really want.
It’s content that drives growth. And it’s just a phone call away. Contact me today to learn more!