For some, writing blog content feels like just another tickbox exercise. More often than not, we see content packed with those all-important keywords with the hopes of ranking higher on search engines. But as a result, the content often becomes repetitive, forced, and ill-fitted around specific keywords. This approach often comes at the cost of creativity, engagement, and, most importantly, delivering real value to your readers.
With the November Google Core Update now live (as part of a series of updates released every few months), it’s more important than ever to understand what these changes mean and how to adjust your content strategy to focus on delivering genuinely valuable, practical, and user-centred content.
Whilst this update is still currently rolling out, and more changes will become clear, this is how you can prepare and adapt your content as a result.
So let’s get to the nitty gritty, what does this Google core update mean for you and how can you adjust your approach to meet the new standards?
What changes can we expect from the update?
The update in a nutshell, is designed to improve the quality of search results by showing more content that people find genuinely useful and show less content that’s been made just to perform well on search.
With this new change we need to be looking at ways to add value to your readers’ experience, so refraining from repeating competitors’ content, just to simply rank for specific key terms.
Now, it’s all about value—content that solves problems and answers questions in a meaningful, actionable way.
Whether it’s content for your blog, website, or social media, this update will be a game-changer.. Content needs to serve real purposes for real people. It needs to be practical, straightforward, and genuinely helpful.
So, how can you adapt your content strategy to meet these new standards and satisfy the needs of both your audience and Google’s evolving algorithm?
Here are some essential tips to help stay relevant and deliver content that ranks well whilst providing real value.
1. Know your audience inside and out
Before you write a single word, you need to understand who you’re writing for. It’s crucial to tailor your content to meet the needs of your target audience. Are they beginners looking for simple how-to guides? Or are they experts seeking in-depth content?
By understanding your audience’s specific pain points, interests, and knowledge level, you can craft content that directly addresses their needs. This will make your blog posts far more relevant and valuable than generic, one-size-fits-all content.
Actionable tip:
Survey your audience or review customer feedback to see what questions they frequently ask. Turn these insights into focused, problem-solving blog topics.
2. Avoid generic advice – be specific and actionable
The days of writing “fluffy” content filled with vague advice are over. Google’s Core Update rewards content that is specific, actionable, and useful. People don’t have time to sift through irrelevant information—they want content that gives them the exact answers they’re looking for.
If you’re writing a how-to guide, make sure each step is clear and easy to follow. For instance, instead of saying “you should invest in good equipment,” explain why it’s important and which products are best for specific needs.
Actionable tip:
Always ask yourself: “How can I make this advice more useful?” Add specific tools, examples, and steps that make the advice practical for the reader.
3. Don’t just repeat what others are saying
It’s tempting to write content that mirrors what’s already out there, but repetition isn’t the key to success. Google’s new update rewards content that offers new perspectives or unique insights rather than content that just repeats common knowledge.
Instead of restating common advice, dive deeper into topics, share your own experiences, or explore angles that haven’t been covered extensively. Provide something that people haven’t seen before.
Actionable tip:
Add value by sharing your personal insights, case studies, or examples that show how and why certain strategies work in real-life situations.
4. Be transparent and authentic
Audiences can spot inauthentic content a mile away. If you’re simply writing to rank, that’s going to show in the quality of your writing. Instead, build trust with your audience by offering transparency in everything you write.
This can mean showing the pros and cons of a product you’re recommending, or being upfront about the challenges associated with a particular approach. Transparency builds trust and trust leads to loyal readers.
Actionable tip:
Include real testimonials or user feedback to support your points. If you’re talking about a product, don’t shy away from mentioning any limitations or downsides.
5. Break it down with clear structure
People don’t read as much as they used to, and they definitely don’t want to wade through huge paragraphs of text. Clarity is key—your content needs to be easy to skim and digest.
- Use short paragraphs.
- Highlight key points with subheadings.
- Include a table of contents so readers can jump to the sections that interest them.
- Use bullets and numbered lists to break down complex information into digestible pieces.
This not only makes your content user-friendly but also helps with SEO as Google’s algorithm favors well-structured, easy-to-read content.
Actionable tip:
For long-form articles, include a summary box at the top with a bullet-point list of the main takeaways. This allows readers to quickly assess if the content is worth their time.
6. Use the right language for your audience
The language you use should resonate with your readers. If your target audience speaks a particular dialect, uses jargon, or has specific terminology they relate to, make sure to use it. This adds an element of authenticity and can help you better connect with your audience.
Actionable tip:
Pay attention to the language and tone of customer interactions, whether on social media, reviews, or comments. Incorporating their language into your content makes it feel more personal and tailored.
7. Focus on user experience
Google cares about user experience now more than ever. This means your content should not only be informative but also easy to read, navigate, and interact with. A positive user experience means your readers are likely to stay on your page longer, which can improve your rankings.
Here’s what you can do:
- Ensure your site is mobile-friendly.
- Optimise for fast loading times.
- Use high-quality images, graphs, or videos to make your content more engaging.
Actionable tip:
Add visual elements such as screenshots, infographics, or videos that help explain concepts and make the content more engaging. Visuals help break up text and improve overall readability.
8. Stay consistent to build trust
Google rewards consistency, both in content creation and in the topics you focus on. Building authority in your niche means creating high-quality content over time and showing your audience that you’re a reliable source.
Writing about a broad range of topics can hurt your authority. Instead, stick to what you know best and provide consistent, in-depth content about that area.
Actionable tip:
Create a content calendar and aim for regular posts around your core topics. Over time, this will help position you as an expert and build trust with your readers.
9. Keep an eye on your competitors
While you should always focus on providing unique insights, it’s still important to understand what’s working for your competitors. Use tools like Google Trends, SEMrush, or Ahrefs to see what’s ranking in your industry, and learn from their success.
Actionable tip:
If you find that a competitor’s content is doing well, analyse it and look for gaps or areas where you can improve. Aim to create content that’s not just as good but better.
10. Incorporate customer feedback and FAQs
Your customers are often the best source of inspiration for great content. If you’re frequently asked the same question, chances are other people have the same query. Turn those FAQs into detailed blog posts that provide clear, in-depth answers.
Actionable tip:
Regularly ask your customers what they’d like to learn more about and create content that directly addresses their questions or concerns.
The November Google Core Update is a clear signal that the future of SEO and content creation is focused on value over keyword stuffing.
To stay ahead, your content must be helpful, actionable, and genuinely useful to your audience. By focusing on practical advice, authenticity, and a great user experience, you’ll be able to build trust, increase engagement, and rank better in search results.
Remember, the key to success is to put your audience first. Write with their needs in mind, provide value, and consistently offer insightful, actionable content that improves their lives. When you do that, both Google and your readers will take notice.