Staying ahead of the Google algorithm

The main goal of the most recent core update, launched in March 2024, is to reduce the likelihood of low-quality web pages appearing in search. Improved spam policies and changes to the core ranking system will mean the search engine prioritises more unique content that improves experience of a user. Alongside these changes it also retired the cache link and added more support for product variants.

Quality over quick wins
Each content update from Google introduces a variety of changes, but prioritising authentic and helpful content has been a recurring theme of the last few updates. The good news is, if you're already sharing original thought leadership content from your team on their areas of expertise, it’s likely that Google views it favourably. If you want to further align your content with the algorithm and build a stronger presence online, consider the following.

1. Create informative content
Share content on topics that showcase your company’s specific expertise in the field and the addresses the needs of your target audience. Whether you’re working on short articles or technical whitepapers, be sure to back up claims with data and citations from reputable sources.

2. Share your opinion and experience
Position the company as a thought leader by providing unique insights and sharing your actual opinion and experiences. Include real-world examples of your experience with customer case studies.

3. Showcase your experts
Attribute your content to knowledgeable individuals in your business to reinforce credibility. Sharing author bios, credentials and photographs of team members so users can put a face to the content they read, reinforcing trust.

By focussing on creating helpful and authoritative PR content that resonates with your audience, you’ll always attract a relevant audience to your website.

Interested in creating content that appeals to both search engines and your intended audience? Discover our digital PR services.