Another update from Google happened again recently. With every major Google algorithm update, there will be two groups of website owners: the happy ones and the angry ones. If your search engine ranking position has gone up, you are in the happy group. If your site was affected badly, you'll be in the angry corner. How do you ensure your content is Google-proof so your website does not get hit with every update? Let’s find out!

Google is Getting Smarter

With every update, the algorithm becomes more intelligent and learns to interpret search queries better. Google can better read the content of your website to determine which site has authority and which does not. Eventually, this affects the way the algorithm produces results and influences your website’s rank. A particular keyword that used to work for you doesn't necessarily work after an update.

One thing you can do is adjust your content with every update—playing with keywords, headings, and titles. However, doing this constantly not only takes a lot of your time, but your content will eventually become a mess. At one point, it could become so distant from its original purpose that it actually backfires. Instead, embrace your strengths and be different!

Be Different

Google loves unique content. Information about a particular subject that is not only based on fact but is not available on other websites has a high chance of scoring well. Many content marketers recommend using your competitors' content as a starting point. However, when your content is exactly the same as theirs, it doesn't do your rankings any good.

Make sure your content is unique and unmatchable. Provide value that is not available elsewhere, ideally utilizing your own original images.

Restructure Content for Your Audience

When you run a Google search, you often see certain results that have stayed in the top positions for years. This is because they provide a perfect, comprehensive answer to the search query and respond to user intent. It is therefore important to understand what your audience is looking for.

[Image of a flowchart showing how to align content with User Intent (Informational vs. Transactional)]

If someone wants to buy directly, create a sales page. If someone wants information, provide that information. Take a good look at what your visitor truly wants to see. This is the foundation of content that survives every Google update!

Finally, don't panic when an update rolls out. Be different and respond to your visitors' inquiries. Study how top competitors are performing, but never copy them!

Do you want additional advice on how to make your content timeless? If you're struggling to figure it out yourself, call us or send us a message. We are happy to help!