After Google’s algorithm update, completed in March 2024, many sites were impacted, losing significant traffic and organic ranking without any clear explanation from Google. We assume this “penalty” stems from the low quality or usefulness of the content presented by the affected sites, as the main goal of this latest update is to “clean up” the organic results and improve the user experience.
This appears contradictory since we can easily find SERPs that contain many spam results ranking higher than quality content, and sites that don’t deserve to be penalized. So, the question that arises in the SEO world after this Google update is: How do we optimize the content on our sites to rank?
However, the question should begin with a step prior to optimization, which is content creation. Here, we want to introduce a new concept well described by Mordy Oberstein in his article “The Future of Web Content: Where AI, User Preferences, and SEO Meet“, called “Situational Content“.
What is Situational Content, and Why is it Important for SEO?
The idea of situational content is based on the premise that a page’s content must be “useful” to the user and not merely created and designed to rank organically. This new concept suggests that content should engage in a conversation with the user, where not only the “query” made to the browser is answered, but the content should also anticipate the user’s needs and provide solutions, placing the author in real-life scenarios where they can demonstrate their expertise. We must focus on the context of the information and place ourselves in the scene the user is experiencing.
A good example is Mordy Oberstein’s analysis in his article when evaluating Yale Medicine’s content on “hip labral tears.” The page not only tells the user what the condition is and how it’s diagnosed, but it also outlines possible scenarios they may face, such as what questions the doctor may ask or what tests they will undergo.
That being said, the author clarifies that this way of thinking about content is not enough to get to the first page of search results. Other factors at the domain level, such as its authority, brand awareness, and who your competitors are, also need to be considered. If you’re running a simple medical blog, you can’t assume that situational writing alone will get you into the top 5 if you’re competing against giants like Mayo Clinic, who will naturally outrank you due to their history and recognition. However, Mordy Oberstein shows two clear examples where, following the March update, Google rewarded two different sites that optimized their articles with this technique, improving their organic ranking.
First-Person Content and the Importance of E-E-A-T
Another factor that can help create 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 first-person content, it builds the idea that the author knows firsthand the situation the reader is in and their needs, enriching the article’s content and positioning the author as an authoritative voice through their experience.
On sites with YMYL content, the author’s experience on the subject is not enough; their opinion must also be qualified. The importance of E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) on YMYL sites was confirmed with the recent leak of Google’s “Search Quality Evaluator Guidelines,” where it’s clear that both the reputation of the author and the domain are considered when evaluating and ranking page content.
With this in mind, we can offer some tips we use in our strategies to improve our site’s E-E-A-T:
- Expert authors on the topic: We always recommend that article authors are qualified professionals with demonstrable expertise.
- Create author pages: This allows us to showcase all the information we have about the authors to build this figure of authority (biography, career, titles, media publications, social networks, and more).
- Demonstrating the authority and trustworthiness of the website: Just as we work on author profiles, we must do the same with the domain where the content is published. We can do this “on-page,” displaying certifications, awards, or mentions of our site in trusted media, or off-page, generating links from high-reputation websites and creating a strong backlink profile.
Conclusion
In conclusion, Google’s March 2024 algorithm update 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 user queries but also anticipates their needs and provides practical, contextual solutions. While situational optimization is essential, 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 solid author profiles can significantly improve our search rankings. However, we must be aware that competing with industry giants requires a comprehensive approach that combines quality content with a strong online presence and recognition. As we navigate this new SEO landscape, it is crucial to stay updated and adapt to the evolving demands of Google’s algorithm. In doing so, we can not only regain lost traffic but also strengthen our relationship with users and build a more robust and reliable digital presence.
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