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 “earned first 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?

We advise companies on how they can bridge the gap between paid and earned content, ensuring that good quality information and communications are shared with the world wide web. This is especially important when considering companies wanting to go public.

Out Digital Consultant will research your audience and create content to help the user progress on their purchasing journey. Creating content for your audience builds trust and authority, and as a result they are more likely to convert