David Arkin, a seasoned media consultant, recently hosted a webinar for the Local Media Association on search engine optimization strategies for content creators and publishers. The session focused on optimizing online content to align with Google’s evolving priorities, emphasizing high-quality, helpful, and human-focused content to improve search rankings.

Arkin, who runs David Arkin Consulting, highlighted recent changes in Google’s algorithm, explaining the shift away from keyword stuffing and long-form content designed purely for SEO. Instead, Google now prioritizes “people-first content” that is helpful, actionable and relevant to user queries.

“The game is no longer about writing for SEO. It’s about writing for people and aligning with what Google values,” he said.

The webinar detailed the importance of Google’s E-E-A-T (Experience, Expertise, Authoritativeness and Trustworthiness) framework, which evaluates content quality.

Arkin explained that publishers need to ensure content demonstrates expertise, is sourced credibly, and provides clear, actionable value. For example, integrating first-person experiences, such as event reviews or travel guides, helps users make informed decisions and enhances trust because it’s written by a human who has experienced those things.

Discussing technical aspects, Arkin emphasized site optimization factors like fast load times, absence of excessive pop-ups, and mobile accessibility. He advised against using carousel widgets or heavy images that hinder user experience and search rankings.

“Google values accessibility and a seamless user experience. Simplify navigation and avoid creating barriers for readers,” Arkin said.

Arkin provided actionable tips for crafting SEO-friendly headlines, meta descriptions and URLs. He advised keeping headlines concise yet informative, using keywords early in titles, and avoiding vague phrases. Additionally, he stressed the significance of continually updating evergreen content to maintain relevance and visibility in search rankings.

“Updating content is critical for staying competitive. Don’t start from scratch if a page already has authority,” he said.

The webinar also covered tools for keyword research and site audits, including Google Trends, SEMrush and Answer the Public. Arkin encouraged participants to use these resources to identify long-tail keywords and address technical site issues.

“Start by understanding what users are searching for and create content that meets those needs,” he said.

Arkin reiterated the need for transparency, advising publishers to explain their reporting processes, include bylines, and ensure content is fact-checked and up-to-date. He summarized, “SEO success is about aligning with Google’s priorities, which ultimately means serving your audience better.”

Watch the webinar recording here: 10 things to do to ensure your search traffic grows

Key takeaways

  • Google’s content shift: Google now prioritizes “people-first” content over keyword-focused strategies. Publishers are encouraged to create helpful and actionable articles that address user queries.
  • E-E-A-T framework: Experience, Expertise, Authoritativeness, and Trustworthiness are essential for content evaluation. Integrating firsthand knowledge and transparent sourcing strengthens rankings.
  • Optimizing site performance: Fast load times and mobile-friendly designs are critical for SEO. Avoiding excessive pop-ups and carousels enhances user experience and accessibility.
  • Evergreen content strategy: Updating existing content rather than starting anew can preserve and enhance search visibility. Replacing outdated information keeps material relevant.
  • Headline and metadata best practices: Concise, keyword-rich headlines, optimized URLs, and engaging meta descriptions are vital for higher search rankings. These elements guide readers and improve discoverability.
  • Keyword research tools: Resources like Google Trends and SEMrush identify user interests and improve content targeting. Long-tail keywords are particularly effective for niche search traffic.

Editor’s note: Artificial intelligence was used to transcribe and create an initial summary of this article, which was then edited by LMA staff.