How to Achieve High Quality Website Content
How to Achieve High Quality Website ContentSeptember 13, 2016
The term “high quality website content” may seem subjective and a little elusive to a small business owner. You think your content is interesting, but could it be better? What does “better” even look like? While there are variations between different industries, there are specific qualifiers Google algorithms look for when evaluating your website.
Google publishes Webmaster Guidelines, a resource marketing professionals and web designers use to guide their content. Think of it as a sort of a moral code for the internet. Here is the overview:
- Make pages primarily for users, not for search engines.
- Don’t deceive your users.
- Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that competes with you, or to a Google employee. Another useful test is to ask, “Does this help my users? Would I do this if search engines didn’t exist?”
- Think about what makes your website unique, valuable, or engaging. Make your website stand out from others in your field.
Aside from the general overview Google has given, there are a few specific things you can begin to incorporate into your website to improve the quality of your content. We want to outline a few of the simplest.
Choosing one or two keywords and using them throughout your content is really the first step to becoming savvy with SEO (Search Engine Optimization). Google looks for websites that use certain terms and phrases to determine where content appears in search results. As it applies to your field, research what users are searching for. Try typing a few things into the search box. What comes up? How does your business compare to the sites your search produces? Use that information to help decide what customers might be searching for and then test it.
Bing’s AdCenter and Google’s Adwords are really user-friendly and you can start with any budget. Try a test campaign on a few keywords and measure web traffic. Which keywords produced the most visitors? How many of those visitors purchased your product or service? Google offers a helpful guide on how to estimate the value of your keywords so you know which keywords translate to the most profit and that is how you know where to focus your SEO campaign.
Use your most valuable keywords in the title of a blog post. Use them several times in the content of the blog post. Use them in the link to the landing page. Just using the words “high quality website content” over and over again boosts this blog’s visibility in search engines.
Google’s Quality Rating Guideline
In addition to Webmaster Guidelines, Google also has a Quality Rating Guideline (download the PDF here). This document was previously confidential and leaked several times, but Google published it in November and we have learned even more about how high quality content is crucial to Search Engine Optimization (SEO). The guideline is literally a 146-page training manual for Search Quality Evaluators — humans hired by Google to comb through search results.
Here are the things that Google is watching:
- Typos, bad grammar and incorrect punctuation.
- E-A-T: Expertise, Authoritativeness, Trustworthiness — content should be written or reviewed by an expert in the field and their name mentioned somewhere in the article or blog.
- Appropriate length of content — Google prefers meatier material, while mobile users want more succinct at-a-glance copy.
- Visual content is more effective than text-only websites. Images, infographics and videos should be up-to-date and relevant.
- Page layout
We will continue to go into more detail in follow-up posts, but these are a relatively simple jumping off point to begin creating high quality website content. Subscribe to our blog and read these follow-up posts as soon as they’re published.
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