Google’s core update is a big shift from its “helpful content system” introduced in 2022. It is now getting more thorough, using new ways to figure out how valuable content is, and rewarding it accordingly with a higher ranking.
In basic terms, this means Google will review every page on its own. If your website has what it regards as “unhelpful” pages – thin content, or pages clearly built for search engines – it could now affect the overall search performance of your website.
Removing low-quality pages, such as those with little valuable information or copied content, will help to ensure “helpful” pages rank better. So, what are the basic checkpoints for agents and travel marketers to ensure their pages are “helpful”, according to Google?
Prioritise originality and depth
Google will now prioritise content which demonstrates a fresh take on its subject, and depth of knowledge.
Instead of regurgitating or repurposing what others have said, add a unique, first-person perspective – perhaps using insights gained on a fam trip that can bring a real, authentic flavour to your content and make it stand out.
Focus on quality and clarity
Design your headings and titles to clearly reflect your content’s essence, steering clear of sensationalism or “click bait”.
Strive to create content so compelling and informative that users would save it for later or share with others, comparable in quality to what might be found in established and authoritative media.
Demonstrate expertise and trustworthiness
Travel agents and writers should make their content more reliable by having experts write or review it, and by being open about where their information comes from. This means listing sources, checking facts, and giving credit for quotes.
Consider hiring or consulting someone who really knows the place they’re writing about, set up special pages for their bios, and get your content noticed on specific platforms to build your reputation.