to optimize your content for Google Perspectives

Launching perspectives is a challenge to content creators. They need to step up their game in terms of content creation. This is a move towards Google’s narrative that content should be written for users.

Most SEO today is “keyword first,” with the goal of filling content gaps and ranking for specific terms.

Google says that it prefers to show content that is tailored to individuals, rather than content optimized for search engines.

It’s impossible to create a SERP that rewards diversity in content without creating a feature that encourages that change in mindset.

How to create dynamic, trust-inspiring environments that will drive conversion and customer loyalty.

Content for Perspectives and generative AI

I have read Google’s documentation about generative AI and the thoughts leadership that has already been published for Search Generation Experience(SGE) and perspectives.

It is important to understand the different types of content which can be cited as a result in SGE and how to make content unique and high quality enough to be highlighted by the Perspectives filter.

It is fair to assume, given that SGE seems to source its response from multiple sources, that Google would require a consensus of support online to be able to determine an answer’s accuracy.

Perspectives is a tool that allows users to get alternative viewpoints. These may not always align with mainstream consensus, or they may not be in the format necessary for them to be included as a SGE response.

Early SGE testing has already revealed several indicators as to how Google collects information on various queries and query types. Understanding these sources will be crucial to our growth and optimization strategy.

The early indications that Google will be generating its AI-driven content in a similar way to the general guidelines for content (Page quality, Needs met) have been around at least since the 2016 version.

The fact that Google has cited sources not usually ranking on page 1 is proof of the “surfacing hidden jewels” language used in the Helpful Content Update.

It is also relevant to the Perspectives. Google knows that a strong piece of content with a perspective which adds value might not meet all the criteria to be on the first page.

What should content creators, SEOs and other marketers do?

We must produce good content in line with Google’s current rhetoric about producing good content for its users.

• E.E.A.T.
• Create unique content by repurposing what is already available online.

User reviews and third party product reviews are important

Reviews are an integral part of online experiences for many years.

Google has improved its ability to understand sentiment and topics of user reviews over the years. This is especially true for Google business profiles.

Google now includes review elements in its generative search engine results, which highlight considerations and elements when multiple reviews have complained against a product.

The query [best backpacks for hiking] will pull through third-party reviews, as well as reviews from users (dubbed “considerations”), for features like the size of the sleeping bags compartment, accessibility on the side, and the waterproofness of the product.

Google now also includes product reviews that come from blogs and affiliates. This means it is more important than ever to optimize your online presence.

These considerations are opinions expressed by third parties regarding your product, services, or company that have been deemed authoritative enough to include.

As an SEO, you will have the opportunity to work closely with product and content teams in order to accurately predict your users’ experiences and engagements.

If they are able forecast the experience accurately they will be able to determine if it meets their needs. They won’t leave negative feedback and reviews if they were disappointed.

Travel content can be enhanced by adding perspectives.

Unique perspectives are about showing off the unique elements of your own experience in a manner that resonates well with your audience.

You could focus on the feelings and sensations you experienced during your trip.

Instead of describing only what you see or hear, describe how you feel. You can achieve this by adding sensory details.

Some people are looking for more practical perspectives, like how suitable an area is for couples, families with strollers or for people with sensory issues who want to avoid crowded places.

This content can be obtained by creating blog posts, or by including user testimonials and reviews on specific travel destination pages.

These inclusions may not be a result of keyword research or people asking related questions. Or, they might come from third-party scraping tools. But they will be discoverable in your user feedback, user research, and reviews on other platforms relating to the hotel/destination/resort/area.

You can use this approach to find accommodation on websites like Vrbo or Airbnb.

Imagine you want to position your offer as family friendly. You’ll also want to emphasize features that are important to parents of children of different ages. For example, the proximity to the road, the presence or absence guardrails in the pool, and the availability of baby gates for the stairs.

Add perspectives to your ecommerce content

The user experience can be significantly enhanced by incorporating user reviews and perspectives into your product pages.

User reviews provide a window into the performance of your product in real-world situations, beyond carefully curated product description.

Some online clothing retailers have already implemented elements to this effect, like the “true-to-size fit” scale where customers are asked to rate how the garment fits. This tells potential buyers whether the item fits as expected, or if it is tighter/looser for the size.

This is an excellent example of how to improve user experience forecasting.

Potential buyers can make better decisions if you have a section dedicated to customer reviews and ratings. This can increase conversion rates.

Encourage your customers to share their opinions and rate your products.

What did they think of the product? What did they think of it? What could they suggest be improved?

These insights can be invaluable, as they provide a layer or transparency, social proof and can answer common questions that potential buyers may have.

User-generated content is another way to incorporate user perspectives. You can use pictures or videos to show how your customers are using your product every day. This is a powerful way to convince them.

Showing your products in realistic scenarios allows potential customers to visualize how they can use the product. This can increase the appeal of the product.

Create a section in your product page for users to upload pictures and videos showing the product being used.

This will enhance the product page by adding relatable and authentic content. It will also foster a sense community and engagement with your brand.

Include a variety of viewpoints in your content

Google’s priority of user-centric content is demonstrated by Google Perspectives. This gives content creators an incentive to adopt the same mindset.

Addition of user reviews and perspectives can transform your website into a dynamic and trust-inspiring space that drives customer conversion.

The first time Search Engine land published the post How do you optimize content for Google Perspectives.