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Create Content For Your Readers Not For Ranking
 

With the content creator market getting increasingly competitive, it’s easy to get caught up in the race for higher search engine rankings. However, the true essence of impactful content lies in its ability to resonate with readers.

Creating content that genuinely engages and benefits your readers should be the cornerstone of your content strategy. When you prioritise your audience’s needs and interests, you build trust and foster a loyal community. This approach not only enhances user experience but also indirectly boosts your SEO efforts.

Google emphasises the importance of people-first content here:-

 "We recommend that you focus on creating people-first content to be successful with Google Search, rather than search engine-first content made primarily to gain search engine rankings"1. 

This statement underscores the value of content that prioritizes the reader’s experience over manipulative SEO tactics.

Understanding Google’s Content Guidelines

Google’s algorithms are designed to reward high-quality, relevant content. The search giant’s guidelines provide clear insights into what constitutes valuable content. Here are some key points from Google’s documentation:

1. Originality and Value: Content should offer original information, reporting, research, or analysis.
2. Comprehensive Coverage: Content should offer a complete and comprehensive description of the topic. 
3. Trustworthiness: Content should present information in a way that makes readers want to trust it. 

The Role of Outbound Links in SEO

Outbound links, or external links, are hyperlinks that direct readers from your website to other sites. These links can enhance the credibility and authority of your content by providing additional context and references. However, their impact on SEO has been a topic of debate.

According to a study by Reboot, linking to high-authority sites has a positive correlation with an increase in search rankings. 

Outbound links can signal to search engines that your content is part of a broader, contextually relevant conversation.

This alignment with topical relevance enhances the likelihood of favourable rankings in search engine results pages (SERPs)3.

However, it’s important to note that not all outbound links are created equal. Google’s official position is that outbound linking to authoritative domains is not always crucial for SEO. The presence of outbound links, or lack thereof, on its own is not a ranking factor4. Instead, the relevance and quality of the linked content play a more significant role.

Balancing SEO and Reader Engagement

While SEO is important, it should not overshadow the primary goal of content creation: engaging and informing your audience. Content whether for your blog, an article or an e-book, the subject you write about should be well-informed, well researched and authoritative. It should give your reader a clear takeaway, maybe teach them something they didn't know, even raise an eyebrow at a statement you've made. Google has made it clear, if you want to rank, don't just leave it to AI to write your articles, create quality informative content. 

If you would like help writing content for your own business, contact me here.