After the Google algorithm update was completed in March 2024, many sites were hit, losing tons of traffic and organic ranking without explanation from Google. We assume that this “sanction” is due to the low quality or usefulness of the content presented by the affected sites, since precisely the objective of this latest update is to “clean up” the organic results and improve the user experience.
This is contradictory, since we can easily find SERPs that contain many spam results positioned over quality content and sites that do not deserve to be penalized. Now, the question that arises in the world of SEO after this Google update is: How to optimize the content of our sites to be able to position?
But the question must start from a step prior to optimization, which is the creation of content. Here we want to introduce a new concept that Mordy Oberstein describes very well in his article “The future of web content: Where AI, user preferences, and SEO meet”, which is “Situational Content”.
What is situational content and why is it important for SEO?
The idea of situational content is based on the premise that the content of a page must be “useful” for the user and not only be conceived and designed to position organically. This new concept means that the content has to start a conversation with the user, where not only the “query” that was made to the browser must be answered, but you also have to know how to anticipate the user’s needs and provide a solution to them. the same, placing us in possible everyday scenarios where we can demonstrate our “expertise” on the case. We must focus on the context of the information and place ourselves in the scene that the user is starring in .
A good example is the analysis that Mordy Oberstein makes in his article when evaluating the content of Yale Medicine on what “hip labral tears” is. The page not only tells the user what the disease is and how it is diagnosed, but also tells them possible scenarios that they may encounter when faced with this situation, such as what questions the doctor can ask them or what analysis they will perform. they will.
In any case, the author clarifies that this way of thinking about content is not a sufficient condition to enter the first page of search results, since other factors must also be taken into account at the domain level, such as its authority, brand awareness in general or who your competitors are. In the case of being a simple medical blog, it cannot be taken for granted that only situational writing will make you position within the top 5 if you compete against Mayo Clinic or other giants of medicine that will naturally pass your place due to a matter of track record. and recognition. But Mordy Oberstein shows us two very clear cases where, after the March update, Google rewarded two different sites that optimized their articles with this technique, improving their organic positioning.
First-person content and the importance of the EEAT
Another factor that can help generate this “conversation” between the author and the user is the inclusion of opinions or “tips” based directly on the author’s real experiences. By including this type of content in first person, it is possible to build the idea that the author knows first-hand the situation in which the reader finds himself and his needs, which enriches the content of the article and positions the author as an authoritative voice. for his experience.
On sites with content classified as YMYL, the author’s experience on the subject is not enough, but it must also be demonstrated that it is a qualified opinion. The importance of EEAT on YMYL sites has been confirmed with the recent leak of Google’s “Search Quality Evaluator Guidelines”, which confirms that both the reputation of the author of the content and that of the domain are taken into account when evaluating and rate the content of a page.
Taking this into account, we can give some tips that we use in our strategies to improve the EEAT of our site:
- Expert authors on the subject: we always recommend that the authors of the articles be qualified professionals with a demonstrable track record.
- Create author pages: this gives us the possibility of showing all the information we have about the authors that allows us to build this authority figure (biography, career, titles, publications in the media, social networks and more).
- Demonstrate the authority and trustworthiness of the website: just as we work with author profiles, we must also do the same with the domain where it is published. We can do this “on-page”, showing certifications, awards or mentions of our site in other reliable media, or off our site, generating links from pages with a high reputation and creating a strong backlink profile.
Conclusion
In conclusion, the Google algorithm update in March 2024 has highlighted the need to rethink our content strategies. The introduction of the concept of “situational content” reminds us of the importance of creating material that not only answers users’ queries, but also anticipates their needs and provides them with practical and contextualized solutions. Although situational optimization is crucial, we must not forget the relevance of other factors such as domain authority and author reputation, especially on YMYL sites.
Implementing strategies that include first-person experience and building strong author profiles can significantly improve our position in search results. However, we must be aware that competing with giants in the sector requires a comprehensive approach that combines quality content with a solid online presence and recognition. As we move forward in this new SEO landscape, it is essential to stay up to date and adapt to the new trends. new demands of the Google algorithm. In this way, we will be able to not only recover our lost traffic, but also strengthen the relationship with our users and build a more robust and reliable digital presence.
