As mentioned above, having high quality content is a must to achieve ranking success. But how do you define quality content? This is where the Google EAT principle comes in. EAT stands for expertise, authoritativeness, and trustworthiness. As a result, these factors help decide if a website has high quality content.
There are different ways you can ensure you create great content. Firstly, create buyer personas as they will let you understand the type of content your audience loves. Secondly, map out the customer journey so you understand their intent and what actions you want them to take. Finally, link back to authoritative sites if you make claims or include statistics as this will help prove your content is trustworthy.
SEO will continue to get more complex as search engines move away from meta titles and keywords towards trying to understand user intent and behaviour. You still need to pay careful attention to on page signals and follow best practice. However, more time needs to be invested in current trends to ensure you stay ahead of the competition.