Google changes its search algorithm on a daily basis, which usually isn’t much of a big deal. However, when they announce a major algorithmic change with a corresponding name every website owner sure becomes a little nervous about their SERP rankings. That’s why when Google deployed their latest big algorithm change named Fred a lot of website owners sure didn’t go Yabba Dabba Doo!

So what exactly does Google Fred?

Fred targets websites which (still) use black-hat tactics. With the release of other updates Google already panelized a lot of low-value websites. But it’ll blow your mind how many websites still mislead their users. Just think about websites which are completely focused on aggressive monetization by tricking you into clicking a play or download button, which in fact is an advertisement. Next to that there are still loads of websites out there who offer low-value content mainly focusing on ranking first page, without adding user benefit.

On the contrary Fred will reward websites that deliver relevant, valuable and high-quality content. Now the big question is: does your website meets Fred’s criteria? In this new landscape, how do you know for sure your website is ‘good enough’ to compete with ‘page one’ search results. And how can you improve your content to rank better?

1. Choose your topic wisely

Regardless of the sector in which you’re active, you can be absolutely certain somebody else already wrote content on the matter. One advise I’d like to give to (beginning) website and blog owners is to perform a search on your main topics and explore what’s already out there. If you can identify a gap in that information, you’ll have a great starting point.

Croowd.tip: Don’t forget to perform an extensive keyword research on your topic. Use the outcome to create your content, not to stuff your webpage.

2. Show your expertise

When you decided on the topic be sure to discuss and share all ins and outs. Most blogposts tend to look at the benefits only. To really be valuable means that you also need to share the don’ts or downsides of a particular product or service. This shows you not only know what you’re talking about, it will also make you more believable. Avoid copying content from other sites, this won’t add value to yours, in worst case scenario it might even result in duplicated content penalties.

Croowd.tip: Try to answer all the possible questions your readers might have. But be aware, longer content is not always equivalent to better content. Keep it to the point.

3. Create a ‘big rock’

Although it might look like it; this is not a Flintstone related term. LinkedIn actually came up with it a little while ago. What it means is; when you really want to stand out from the crowd you need to create something big, something truly remarkable. Think about effective marketing tactics like an e-book, research report, infographic, podcast or whitepaper. Ofcourse creating such a big piece of content takes effort, devotion and time, but in return your content life span will in fact be much bigger. A big rock is also a great tool to create smaller pieces of content, like creating a variety of articles all zooming in on one specific result of your research.

Croowd.tip: Share your pieces on a timely manner (every Tuesday, every morning, etc).

Well, that said, there are loads of other tips and tricks out there on the web to help you create relevant, valuable and high-quality content. Not even to begin about all the social media platforms you can use to share your content on. To conclude this blog I’d like to give a tip from the modern stone-age (<– oh no, she didn’t!): Read ‘The 6 Principles of Persuasion’ by Robert Cialdini, it rocks!

Marike Peeters

Creative writing is in my DNA. Together with analytical thinking and my unstoppable drive to solve problems I have an unique skill set to help companies with their marketing strategy. In the end content might be king, but strategy is key.