Boldspace Insight: Google search changes – is PR now SEO’s not-so-secret weapon?

Google recently revealed a series of changes that will put earned content at the forefront. The changes, to be rolled out in the coming months, are intended to crack down on manufactured ‘SEO-first’ content built purely for ranking on search instead of directly addressing the human needs of search users.

Google said the types of content it is planning to deprioritise include articles ‘mainly summarising what others have to say without adding much value’ and instead will start prioritising ‘content by people, for people’ – which will readdress the balance between high quality SEO content and earnedfirst
stories.

Google says: ‘Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?’ and ‘Does your content clearly demonstrate first-hand expertise and a depth of knowledge?’ Essentially – does the content add value to readers?

Read everything you need to know in the latest Boldspace Insight and hear from PR expert, Lou Kelly, and SEO lead, Greg McCann, to learn what this means from both sides of the debate. The briefing can be accessed via the form below.