SEO Riddle

The SEO Riddle: Creating Content for Humans Amidst Algorithmic Evolution

Explore the balance between creating content for humans and adapting to ever-evolving SEO algorithms. Learn how authenticity drives digital success.

Inspired by two quotes from renowned baseball pitcher Satchel Paige – “Don’t look backā€”something might be gaining on you” and “Work like you don’t need the money” – we reflect upon their pertinence in SEO, particularly for SaaS companies. Paige’s second quote seems to hold increasing relevance in the ever-evolving world of SEO.

The Dilemma of SEO-Focused Content Creation

Paige’s wisdom of working passionately and authentically, independent of the reward, has been lost in the high-volume search results. A large portion of online content often appears unauthentic and devoid of real passion. Typical characteristics of such content include:

  • Forced and unnatural language.
  • Redundant and excessively long passages.
  • Superficial discussions around the user’s query without offering concrete answers.

Such content, primarily crafted to please search algorithms instead of engaging humans, can be a source of frustration for readers. Commercial websites have often prioritized SEO-optimized content over human-centric writing since the inception of online search.Ā 

While it’s easy to criticize this approach, it’s undeniable that SEO-centric content creation has largely succeeded in securing higher ranks on search results pages.

However, the SEO landscape is witnessing transformative changes, with content creation increasingly aligning with Paige’s ethos of authenticity and passion.

Google's Emphasis on User-Centric Content

Mirroring Paige’s suggestion to work as if you don’t need the money, Google has been advocating content creators to generate content as if SEO wasn’t necessary. Google refers to this as “people-first content” and encourages everyone to “create content for people, not for search engines.”

This emphasis stems from Google’s mission to provide users with the most valuable and engaging content. As its algorithm evolves, it gets better at discerning content that offers real value to humans. An excellent illustration of this is Google’s Helpful Content Update, introduced in August 2022, which aimed to demote unhelpful content while promoting well-written, insightful, and informative ones.

For example, consider the value of case studies, how-to guides, and authentic storytelling. These forms of content not only engage audiences but also satisfy algorithmic requirements. By consistently delivering meaningful and accurate information, content creators can balance the demands of algorithms with audience satisfaction.

In light of these developments, digital marketers must ponder: Is it time to follow Google’s advice and exclusively write for humans?

Is it Time to Compose Disregarding SEO?

The Helpful Content Update by Google underscores the necessity of informative and well-crafted content. However, it does not imply that SEO optimization should be dismissed. Instead, it necessitates a different approach to content optimization.

Content must still be structured in a way that communicates clearly to the algorithm about its core subject and the user query it addresses. To maximize effectiveness, the content should motivate Google’s algorithm to present parts of it as “rich snippets,” which often appear at the top of search results. Hence, instead of choosing between writing for humans or search engines, content should be drafted with an in-depth understanding of what humans seek but in a manner that the algorithms comprehend.

Moreover, businesses need to embrace strategies like schema markup, which enhances search engine understanding of their content’s purpose and relevance. Including multimedia elements such as videos, images, and infographics can also improve user experience and increase dwell time on pagesā€”a key factor in rankings.

That being said, expect the algorithm’s interpretation of human preferences to get more refined over the years. Veterans in SEO might recall Google Panda, a significant algorithm update targeting “low-quality sites,” introduced in 2011.

Should you write like you don’t need SEO? The answer is no. However, each subsequent algorithm update places greater emphasis on authentic, informative content.

The Constant Race: Evolve or be Overtaken

The SEO landscape for SaaS companies is fiercely competitive. Minor differences can significantly impact search results, affecting the company’s revenue. Consequently, it becomes vital to stay abreast of Google’s core updates.

While Google seldom reveals extensive details about its plans, the general trajectory seems clear: authentic, informative content will increasingly gain precedence.

Moreover, SaaS companies need to reassess their content strategy regularly. What works today may yield results later and likely won’t stand the test of time. By enhancing the usefulness of their content today, SaaS companies can adapt to Google’s evolving standards and maintain a competitive edge.

Reflecting upon Paige’s quote, “Don’t look backā€”something might be gaining on you,” it seems appropriate to slightly tweak it for the context of SEO for SaaS: “Don’t look backā€”something is gaining on you.”

Adapting to change is a continuous process. Companies that prioritize innovation and maintain a customer-focused approach will not only survive but thrive in the ever-changing SEO ecosystem.

So, are you prepared to do whatever it takes to lead the pack?

Read Next: 6 Essential Questions You Need to Know on How to Achieve Keyword Research for Effective SEO.

For SEO audits, CLICK HERE to book your appointment.

Share this post