Navigating Google’s Algorithm Update

In March, Google rolled out a ground-breaking update to its algorithm, sparking excitement and trepidation in equal measure among travel marketeers and content creator teams.

Google’s Core Update realises a big shift from the 'helpful content system' which it introduced in 2022. Now, Google is getting more thorough, using lots of new ways to figure out how valuable content really is – and rewarding it accordingly with a higher ranking. They're looking at every single page closely, making it important for creators and brands to focus on making their content really count.

In basic terms, that means that Google will review every page on its own. If your website has what it regards as ‘unhelpful’ pages (such as thin content, or pages clearly built for search engines first), it could now affect the overall search performance of your website. Removing low-quality pages, like those with little valuable info or copied content, will now help to ensure ‘helpful’ pages rank better.

How do travel marketers ensure the pages you have are ‘helpful’ according to Google?

Prioritise Originality and Depth

Google will now actively prioritise content which demonstrates a fresh take on its subject, and depth of knowledge. Instead of just 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. 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 marketers and SEO specialists 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 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. Also, using the "author" schema on your website helps search engines understand who wrote the content, making it seem more trustworthy.

Set up a policy for reviewing and editing content, along with a dedicated page for it. Make it a habit to check your content on a regular basis. Whenever you update an article, include a note stating when it was first written and the date it was last updated.

Enhance Page Experience

Make your pages better by not rushing or skimping on quality. Avoid the trap of mass-producing content; take the time to really polish each page. If you're using tools in your content creation, be honest about it and show how they make your content better.

Apply Audience-First Content Creation

Put your audience first in everything you write. Write to teach and engage them, using your travel knowledge to meet their interests. Aim to make your readers feel more knowledgeable with every article or guide.

Don't write just for better search engine spots, especially on topics you don't know well or with tools that don't really add anything. Avoid chasing the latest trends or frequently updating content without making significant changes unless it truly helps your readers. By really focusing on what your audience cares about, you create a real connection and a more enjoyable read. Google will now reward those sites which prioritise quality over quantity.

Using AI for content – or not?

Although the purpose of this latest update is partly to reduce the presence of low-quality (and ‘samey’) AI-produced content, AI can still be used to produce helpful pieces when combined with human insights.

Think about using AI like a helper for your writing rather than your chief writer – a way to make your content better, but not the main source of your ideas. Use your expertise to polish what can be produced by AI, integrating the credibility and authenticity that can only come from human experience to produce something unique.

In summary, the intention of Google’s Core Update is to put the emphasis on creating content that's high-quality, unique, and useful. If you've kept up with Google's 2022 update on making helpful content, you might not need to change much. However, in the travel industry it's become common practice to create lots of landing pages to attract new visitors. This approach, known as programmatic SEO, can work well (like Google's flight pages do) if done right. But if it's not done well, fixing your content so it aligns to the new Core Update should be a top priority for brands which want to rank well.