The launch of Perspectives is a challenge for content creators to up their content production game. It’s a step towards Google’s narrative of writing content for users first.
Today, most SEO content is « keyword-first, » with the goal of filling gaps in content and ranking for specific terms.
With Perspectives, Google tells us it favors content with fresh, original perspectives tailored to individuals over more optimized content.
There’s no better way to reinvigorate that shift in the content production mindset than by creating a SERP Feature that rewards content diversity.
Here’s how to incorporate unique viewpoints into your content and create dynamic, trust-inspiring spaces that drive conversion and customer retention.
Content for Generative AI and content for Perspectives
I have read Google’s documentation on AI Generative Search and Thought Leadership already published for Search Generative Experience (SGE) and Perspectives.
But we need to discuss the various types of content that can be cited in an SGE result and what makes the content high quality and unique enough to be highlighted in the Perspectives filter.
Given that SGE appears to provide an answer based on multiple sources, it would be fair to assume that in order to determine the accuracy of an answer, Google would need to have supported consent online.
In the case of Perspectives, alternative viewpoints may not necessarily align with the mainstream consensus or be in a format that can be presented alongside other cited sources as an SGE response to a user question.
In early SGE tests, we already see several indicators of how Google is gathering information for various queries and query types. Understanding these sources is critical to our long-term growth and optimization strategies.
It’s important to note that early indications of how Google is generating its AI-powered content aren’t too far removed from the general content guidelines (page quality, needs met) that have existed since at least the 2016 version of the rating guidelines of research quality.
If anything, the fact that Google cites sources that don’t typically rank on Page 1 demonstrates the « hidden gems that emerge » language they used in their May 2023 Helpful Content Update.
This then relates to perspectives and how strong content with value added perspectives may not tick all the other boxes needed to appear on the traditional Google front page but it is known to Google.
So what should content creators and SEOs do now?
In keeping with Google’s current rhetoric about producing good content for users, we need to:
- Ensuring a good value proposition and a charitable purpose and EEAT.
- Add unique takes on content without regurgitating what already exists online.
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The Importance of User Reviews and Third Party Product Reviews
Reviews have been a big part of the online experience for a long time.
Over the years, Google has gotten much better at understanding sentiment and arguments in user reviews, particularly on Google Business Profiles.
We’re now seeing Google include review items within its query-generative search results, highlighting considerations and items where multiple reviews have complained about a product.
For example, the question [best bags for hiking] examine reviews and third-party reviews (dubbed « considerations ») for features such as the sleeping bag compartment size, lateral accessibility, and waterproofing of the product.
The fact that Google also receives product reviews from a combination of blogs and affiliates means that managing your wider online presence (and optimizing your resources) is now more critical and needs to be considered as part of your SEO strategy.
These considerations are perspectives provided by third parties on your product, service or company, deemed authoritative enough for inclusion.
As an SEO, this is an opportunity to work with your product and content teams to ensure users can accurately predict their experiences and engagements with your brand.
That way, if they can predict the experience accurately, they can determine if the item will meet their needs, and they won’t be disappointed and leave negative reviews and prospects.
Adding perspectives to travel content
Adding unique perspectives to your travel content is all about showcasing the distinctive elements of your personal experience and presenting them in a way that resonates with your audience.
One approach might be to focus on the emotions and feelings associated with your travels.
Rather than just describing what you see, delve into how it makes you feel. This can be achieved by including sensory details.
Other perspectives people look for are more practical, such as how well a place might be suitable for families with strollers, couples, or people who have sensory issues and may want to avoid very crowded and overwhelming places.
You can achieve this content by writing blog posts or through user reviews and testimonials that you include on specific destination and travel product pages.
These inclusions may not come from your keyword search, entered People also ask questions or scraped by third-party tools. But they will be discoverable in user feedback, user research and reviews on other platforms related to the hotel/destination/resort/area.
This approach can also be used for accommodation listings on sites like Vrbo and Airbnb.
Let’s say you’re positioning your offer as family-friendly. Therefore, you’ll want to highlight features that matter to parents with children of various ages, such as proximity to roadways, whether the pool has guard rails, or whether babygates are available for the stairs.
Adding perspectives to ecommerce content
Incorporating user opinions and reviews into your ecommerce product pages can significantly improve the user experience and inspire trust.
User reviews offer a glimpse into how your product performs in real-world scenarios beyond carefully curated product descriptions.
Some online clothing retailers already have elements for this, such as the « true to size » scale, where users are asked to review how well the garment fits them. This informs would-be buyers if the item fit as expected or was tighter/loose than expected for the size.
This is a great example of how to enable better user experience prediction.
By having a dedicated section for customer reviews and ratings on your product pages, potential buyers can make more informed decisions. This can lead to increased conversion rates.
Also, encourage customers to rate your product and share their experiences.
How did they use the product? What did he like? What do they think could be improved?
These insights are valuable as they offer a layer of transparency, provide social proof, and can answer common questions or concerns potential buyers might have.
Another way to integrate user perspectives is through user-generated content. This could include images or videos of your customers using your products on a daily basis, which can be incredibly persuasive.
By showcasing your products in real-life scenarios, potential customers can visualize how the product fits into their lives, which can significantly increase the attractiveness of the product.
You can create a section on your product page where users can upload their photos and videos of your product.
This enhances the product page with authentic and recognizable content and fosters a sense of community and engagement around your brand.
Incorporate different points of view into your content
Perspectives is a concrete example of Google’s commitment to prioritizing user-centric content. It also gives content creators a powerful incentive to embrace the same mindset.
Adding user views and reviews can transform your web pages into dynamic, trust-inspiring spaces that drive conversion and customer loyalty.
The views expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff writers are listed here.