How to Adapt Your Website to the Google March 2024 Update: Situational Content and E-E-A-T

Marketing Digital ·

<figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2024/07/Portada-contenido-situacional-800x500-copia.webp" alt="organic web positioning agency" class="wp-image-386624"/></figure>   After the Google algorithm update that was completed in March 2024, many sites were hit, losing lots of traffic and organic positioning without explanations from Google. We assume that this "penalty" is due to the low quality or usefulness of the content presented by the affected sites, since precisely the goal of this latest update is to "clean up" organic results and improve user experience.   This is contradictory, since we can easily find SERPs that contain many spam results positioned above quality content and sites that do not deserve to be penalized. Now, the question that arises in the SEO world after this Google update is: How to optimize the content of our sites to rank?   But the question must start from a step prior to optimization, which is <a href="https://www.evox.com.uy/servicios-de-marketing-digital/community-manager/" data-type="page" data-id="385749">content creation</a>. Here we want to introduce a new concept that Mordy Oberstein describes very well in his article <a href="https://www.wix.com/seo/learn/resource/future-web-content-ai-seo" target="_blank" rel="noreferrer noopener">“The future of web content: Where AI, user preferences, and SEO meet”</a>, which is that of “Situational Content”.   <h2 class="wp-block-heading" id="que-es-el-contenido-situacional-y-por-que-es-importante-para-el-seo">What is situational content and why is it important for SEO?</h2>   The idea of situational content starts from the premise that the content of a page should be “useful” for the user and not be merely conceived and designed to <a href="https://www.evox.com.uy/servicios-de-marketing-digital/agencia-seo/" data-type="page" data-id="385743">rank organically</a>. This new concept refers to the fact that content must engage in a conversation with the user, where not only should the “query” made to the browser be answered, but also we must anticipate the user's needs and provide a solution to them, placing ourselves in possible everyday scenarios where we can demonstrate our “expertise” on the case. We must focus on the context of the information and put ourselves in the scene that the user plays.   A good example is the analysis that <a href="https://www.wix.com/seo/learn/resource/lessons-from-google-march-2024-core-update" target="_blank" rel="noreferrer noopener">Mordy Oberstein in his article</a> makes when evaluating Yale Medicine's content on what “hip labral tears” are. The page not only tells the user what the disease is and how it is diagnosed, but also tells them about possible scenarios they may encounter when facing this situation, such as what questions the doctor might ask or what tests they will have.   Anyway, the author clarifies that this way of thinking about content is not a sufficient condition to enter the first page of search results, since other domain-level factors must also be considered, such as its authority, the brand's overall knowledge, or who your competitors are. In the case of a simple medicine blog, it cannot be taken for granted that only situational writing will make you rank within the top 5 if you compete against Mayo Clinic or other medical giants that naturally will surpass your site due to their trajectory and recognition. But Mordy Oberstein shows us <a href="https://www.wix.com/seo/learn/resource/lessons-from-google-march-2024-core-update#viewer-wlb836464" target="_blank" rel="noreferrer noopener">two very clear cases</a> where, after the March update, Google rewarded two different sites that optimized their articles with this technique, improving their organic positioning.   <h2 class="wp-block-heading" id="contenido-en-primera-persona-y-la-importancia-del-e-e-a-t">First-person content and the importance of E-E-A-T</h2>   Another factor that can help generate this “conversation” between the author and the user is the inclusion of opinions or “tips” based directly on the author's real experiences. By including this type of first-person content, the idea is built that the author knows first-hand the situation the reader is in and their needs, which enriches the content of the article and positions the author as an authoritative voice due to their experience.   On sites with content classified as YMYL, the author's experience on the topic is not enough; it is also necessary to demonstrate that it is a qualified opinion. The importance of E-E-A-T on YMYL sites has been confirmed by the recent leak of Google's “Search Quality Evaluator Guidelines”, where it is confirmed that both the reputation of the content author and that of the domain are considered when evaluating and rating the content of a page.   Taking this into account, we can give some tips that we use in our strategies to improve the E-E-A-T of our site:   <ul> <li>Expert authors on the subject: we always recommend that article authors be qualified professionals with a demonstrable track record.</li>   <li>Create author pages: this gives us the possibility to show all the information we have about the authors that allows us to build this figure of authority (biography, career, titles, publications in media, social networks, and more).</li>   <li>Demonstrate the authority and trustworthiness of the website: just as we work with the authors' profiles, we must also do the same with the domain where it is published. We can do this “on-page”, by showing certifications, awards, or mentions of our site on other trusted media, or off-site, by generating links from pages with high reputation and building a strong backlink profile.</li> </ul>   <h3 class="wp-block-heading" id="conclusion">Conclusion</h3>   In conclusion, the Google algorithm update in March 2024 has highlighted the need to rethink our content strategies. The introduction of the concept of “situational content” reminds us of the importance of creating material that not only responds to users' queries but also anticipates their needs and provides them with practical, contextualized solutions. Although situational optimization is crucial, we should not forget the relevance of other factors such as domain authority and author reputation, especially on YMYL sites.   Implementing strategies that include first-person experience and building solid author profiles can significantly improve our position in search results. However, we must be aware that competing with industry giants requires a comprehensive approach that combines quality content with a strong online presence and recognition. As we move forward in this new SEO landscape, it is essential to stay updated and adapt to the new demands of the Google algorithm. In this way, we can not only recover our lost traffic but also strengthen our relationship with users and build a more robust and trustworthy digital presence.