On the "traditional" search engine front, core updates from Google are rewarding websites that prioritise helpful, user-focused content, signalling the real end of “keyword stuffing” in SEO and low-value articles (thankfully), and encouraging more comprehensive research based upon user-intent, interests and behaviours.
The top-performing articles actually address real-world questions, offer in-depth solutions and provide valuable insights for readers. Creating content that genuinely adds value, like long-form articles or interactive tools, can significantly improve a site’s search rankings.
Platforms like AnswerThePublic allow marketers to discover real questions users are asking about their industry and in turn are helping brands tailor their content to these specific audiences and their queries.
Cluster content strategies, focusing on building topic authority around a central theme, are proving highly effective with recent updates to SEO algorithms and the focus on helpful content. With a little help from new technology and a human at the wheel, brands can create high-quality content around central themes and topics at scale and rank higher, faster.