As you are probably aware Google is constantly updating their search algorithm, each time somebody thinks they have worked out how the Google search algorithm works, Google goes and changes it.

I know that to the marketer this can often feel like a game of cat and mouse, but don't forget that Google is a business just like you.  They want to give a great customer service.

So that when you, your customer, prospects, employees, future employees search on Google, the search engine presents to the searcher the right article, to answer their question. 

So what's Google's advice so that you and your business end up on page one on Google and stay there?

"create content for people, not for search engines".

The last thing that Google wants to do is present content to a searcher that does not answer their query, which is why they are de-emphasising any content they think (note it's what they think not what you think) has been written to scam the algorithm. 

or put it another way as Google say...

"After reading your content, will someone leave feeling they've learned enough about a topic to help achieve their goal?"

Just think about you, if you search for something and it doesn't answer your question or it was clearly written by a brand to scam Google, you are annoyed right?  Google gets that!

Google go on to say...

"How do you avoid taking a search engine-first approach? Answering yes to some or all of the questions is a warning sign that you should reevaluate how you're creating content across your site:

• Is the content primarily to attract people from search engines, rather than made for humans?
• Are you producing lots of content on different topics in hopes that some of it might perform well in search results?
• Are you using extensive automation to produce content on many topics?
• Are you mainly summarizing what others have to say without adding much value?
• Are you writing about things simply because they seem trending and not because you'd write about them otherwise for your existing audience?
• Does your content leave readers feeling like they need to search again to get better information from other sources?
• Are you writing to a particular word count because you've heard or read that Google has a preferred word count? (No, we don't).
• Did you decide to enter some niche topic area without any real expertise, but instead mainly because you thought you'd get search traffic?
• Does your content promise to answer a question that actually has no answer, such as suggesting there's a release date for a product, movie, or TV show when one isn't confirmed?"

It's clear from this Google article (link here) that if you do, you need to think again. 

Thanks to Stephen Sumner of DLA Ignite for bringing this article and the subject to my attention.