In a bid to enhance user experience, Google has recently put an end to a popular SEO tactic that generated millions of dodgy clicks for publishers. This strategy, known as the “what time is it” story, involved taking a trending search term and creating a news story around it. However, these stories often inverted the conventional news structure, placing the relevant information at the end of the article to keep readers engaged for longer periods before receiving the answer they sought.
The practice, which was widely used over a decade ago, had been a significant driver of traffic growth for publishers such as the Daily Mirror and the Telegraph. However, since its “useful content” algorithm update last August, Google has been working to stop displaying these types of articles in search results.
Google has been using its direct response mechanism to provide direct answers to user queries, making it easier for users to find what they are looking for. This means that even the most mundane searches, such as “what time does the São Paulo game start tonight?”, can yield immediate results.
While this algorithm change may lead to a decline in traffic for news publishers, journalists tasked with writing filler space before answering the trending question are unlikely to miss it.
Barry Adams, an SEO expert at Polemic Digital, warns that publishers should steer clear of content that answers simple questions if they want to protect their SEO strategy in the future. Instead, they should focus on search terms that point to a more complex story where they can add value.
“Chatbots are becoming increasingly proficient at answering simple questions. Editors tend to write 400 words of weak text before getting to the answer. That’s not beneficial for users, and Google doesn’t see its job as providing links to low-quality content,” Adams said.
This move by Google is in line with its ongoing efforts to provide its users with high-quality, relevant content. While this may mean a significant shift in the SEO tactics that publishers have relied on for years, it could ultimately lead to a more positive user experience, which should be the ultimate goal for everyone involved.
