The New Rule of Content: People-First
For a long time, content was written for search engines. It was filled with keywords, and it was often a confusing, frustrating experience for the reader. But today, the game has changed. A search engine’s goal is to reward high-quality, user-focused content that genuinely helps a person.
This is where people-first content comes in. People-first content is original, valuable, and comprehensive information that is created for a person, not a search engine. It’s content that directly addresses a user’s intent and provides a satisfying experience.
The Three Pillars of Great Content
1. Helpful Content: Answering Questions Directly
When a person uses a search engine, they are looking for answers. You should be straightforward and provide direct answers to their questions. A great way to do this is to:
- Answer questions directly: Use a clear heading to ask a question and then provide a direct answer in a paragraph below it.
- Avoid clickbait headlines: Your headline should be a promise of what the content will deliver. You should not use clickbait headlines that promise an answer but don’t deliver.
- Provide a clear path forward: Your content should have a clear call to action that guides a user to the next step, whether it’s to read another article or to make a purchase.
2. Reliable Content: Building Trust with E-E-A-T
A search engine loves content that is written by an expert with first-hand experience. This is where E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) comes into play. To create reliable content, you should:
- Showcase your expertise: Every article on your website should have a clear author bio that highlights their education, certifications, and experience.
- Write from first-hand experience: If you are writing a product review, you should have actually used the product yourself. This is a great way to demonstrate your experience.
- Cite credible sources: You should always back up your claims with data and research from reputable sources.
3. People-First Content: A Great User Experience
A great piece of content is not just valuable; it’s also easy to read. A person should feel like they had a satisfying experience and that they didn’t have to go back to the search results to find what they were looking for. To create people-first content, you should:
- Make your content scannable: You should use headings, bullets, and images to break up your text and make it easy to read.
- Use visuals: Images and videos are a great way to make your content more engaging.
- Update your content regularly: A search engine loves content that is fresh and up-to-date. You should regularly update your content to ensure it remains relevant.
