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The introduction of Perspectives has pushed content creators to rethink their strategies, aligning more closely with Google’s focus on creating content that genuinely serves users.
Historically, SEO content was driven by a “keyword-first” mindset to fill content gaps and rank for specific terms. However, with Perspectives, Google is clearly signaling a preference for content that brings fresh, original viewpoints and is crafted with people in mind, not just algorithms.
This shift in approach is best exemplified by Google’s creation of a SERP feature that rewards content diversity.
This article explores how to incorporate unique perspectives into your content, helping you build trust-generating platforms that drive customer conversion and loyalty.
Content for Generative AI and Google Perspectives
Google’s documentation on generative AI search and the Search Generative Experience (SGE) provides valuable insights. However, it’s crucial to understand the types of content that might be highlighted in an SGE result and what sets high-quality content apart in the Perspectives filter.
SGE responses are based on multiple sources, implying that Google relies on a broadly accepted consensus online to verify the accuracy of its answers. In contrast, Perspectives may feature viewpoints that don’t necessarily align with mainstream opinions or fit neatly into the formats typically presented in SGE responses.
Early testing of SGE reveals how Google gathers information for different types of queries. Understanding these sources is key to refining your long-term growth and optimization strategies.
Interestingly, Google’s approach to AI-driven content aligns with long-standing content guidelines, such as Page Quality and Needs Met, which have existed since at least 2016. Google’s emphasis on surfacing “hidden gems,” highlighted in the May 2023 Helpful Content Update, also plays a role in how Perspectives showcases valuable content.
What’s Next for Content Creators and SEOs?
To align with Google’s ongoing emphasis on valuable user-centric content, it’s essential to:
- Offer a strong value proposition and a clear purpose, and adhere to E-A-T principles (Expertise, Authoritativeness, Trustworthiness).
- Introduce unique perspectives into your content instead of merely repeating what’s already available online.
The Power of User Reviews and Third-Party Product Reviews
Reviews have always been a vital part of the online experience. Over time, Google has become more adept at understanding the sentiment and topics within user reviews, especially on Google Business Profiles.
We now see Google integrating review elements into search results, highlighting specific features where multiple reviews have flagged concerns. For example, a search for the [best bags for hiking] might pull in reviews about the size of the sleeping bag compartment, side accessibility, and waterproof features.
The inclusion of product reviews from various sources, including blogs and affiliates, underscores the importance of managing your online presence as part of your SEO strategy. These external perspectives are considered authoritative enough to influence search results.
For SEOs, this is an opportunity to work closely with product and content teams to ensure that users accurately understand what to expect from your brand. When users know what to expect, they can make informed decisions, which helps prevent negative reviews and reinforces positive perspectives.
Infusing Perspectives into Travel Content
To bring unique perspectives to your travel content, focus on personal experiences that resonate with your audience. Instead of just describing what you see, delve into how these experiences make you feel, using sensory details to create a vivid picture.
Practical perspectives are also valuable, such as how suitable a location is for families with strollers, couples, or those looking to avoid crowded areas.
This type of content can come from blog posts, user reviews, and testimonials on specific destination or travel product pages. These insights might not be driven by keyword research but can be uncovered through user feedback and reviews on other platforms.
The same approach can be applied to accommodation listings on platforms like Vrbo and Airbnb. If you’re marketing a property as family-friendly, highlight features that matter to parents, such as road proximity, pool safety, or the availability of baby gates.
See also: Turn Your Google Business Profile Into A Revenue-Generating Channel by Following These Steps.
Infusing Perspectives into E-commerce Content
Incorporating user perspectives and reviews into your e-commerce product pages can significantly enhance the user experience and build trust.
User reviews offer a glimpse into how a product performs in real life beyond the polished product descriptions. Some online clothing retailers, for instance, use a “true to size fit” scale, where customers review how a garment fits them. This helps potential buyers make informed decisions and boosts conversion rates.
Encourage customers to rate your products and share their experiences. What did they like? What could be improved? These insights add transparency and social proof and address common questions that prospective buyers may have.
User-generated content, such as photos or videos of customers using your products, is another powerful tool. By showcasing your products in real-life scenarios, you help potential customers visualize how the product fits into their lives, making it more appealing.
Adding a section on your product page for users to upload their photos and videos enriches your content with authenticity and fosters a sense of community around your brand.
Infusing Diverse Viewpoints into Your Content
Google’s focus on Perspectives reinforces its commitment to user-centric content. For content creators, this means embracing the same approach. Integrating user perspectives and reviews allows you to transform your web pages into dynamic, trust-building platforms that drive customer conversion and loyalty.
You might also like: It’s Not Just About Link Building When It Comes To SEO. Remember These Expert Strategies.
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