Content-Focussed Google Updates (Melissa Fach with Jason Barnard)

Melissa Fach talks with Jason Barnard about content-focused Google updates.

Long gone are the days where the number of inbound links would mostly determine a webpage’s position on the SERP. Today, Google has completely shifted its focus to quality content and user experience.
During this very informative and enjoyable conversation, Melissa shares absolutely boatloads: her own philosophy on how to create a flawless piece of content, a reliable process for writing an article and the most common mistakes people make when writing content.

In partnership with Wordlift

What you will learn

0:30 Melissa’s Brand SERP – looking at multiple verticals
3:31 Jason’s Knowledge Panel and his ongoing experience with Wordlift
4:23 Melissa’s role on Jason’s copywriting improvement
5:22 About the latest Content Focused Google Updates — How important is Expertise, Authoritativeness, and Trustworthiness (E-A-T)?
7:47 Offering a solution as a content strategy and the value of Content Hubs
11:29 Featured Snippets as a sign of Google’s trust, and zero-click searches
14:41 Google’s purpose with “Your Money or Your Life” search quality ratings
16:08 How to improve one’s authoritativeness17:00 Can Google identify authors by their writing style?
18:03 AI-generated content – it lacks a human soul
20:45 Melissa describes her most successful written piece on Semrush
21:23 How important is tone and engagement for Google?
22:30 Takeaways and hints from the last Google update
24:44 The importance of headings and structuring content correctly
26:58 Melissa’s tips on how to write a great piece of content
30:56 Google’s shift towards a more content-focused engine in 2020
34:01 Matching intent for your audience and for Google


Jason Barnard has over 2 decades of experience in digital marketing.

He currently teaches Brand SERP optimisation to students at and writes regularly for leading marketing publications such as Search Engine Journal, SEMrush, OnCrawl, Searchmetrics as well as appearing regularly on digital marketing webinars and speaking at major conferences around the world such as BrightonSEO, PubCon, SMX London, YoastCon.