WHAT DOES 'QUALITY' IN 'QUALITY CONTENT' MEAN?
There is a lot of debate surrounding the phrase ‘quality content’ and what it entails. Yet the funny thing is, even the best SEO experts cannot agree on what it means; partially because 'quality' is subjective.
Everyone views it differently, so whilst some may think the key to quality content is creating / publishing more copy; more content doesn’t always necessarily mean that it’s better content.
Similarly, you’ll find other experts who believe the key to ‘quality content’ is ‘relevancy’. And whilst it is always important to publish relevant and useful information for potential customers, this doesn’t mean it is quality. In fact, even the most poorly written content can still be relevant.
So what is the correct answer?
Google Quality Guidelines
Most experts will agree that a good starting point is to take a look at Google Webmasters Quality Guidelines and their basic principles. Whilst it tends to look more at what not to do than what to do; it can help inform the creation of your content, and ensure it makes the right impact on search engines. Main highlights:
- Make pages primarily for your users, not search engines
- Be honest. Don’t deceive users with false information or promises
- Avoid all tricks to improve your search rankings and instead keep your focus on helping your users, and not on what you need to do to rank
- Consider what makes your website unique, valuable and engaging, and strive to make your site stand out from the crowd
- DO NOT - use automatically generated content, sneaky redirects or scraped content; take part in link schemes or create pages with little or no content and hidden text/links
- Monitor your site for hacking and remove all hacked content immediately. At the same time prevent/remove user-generated spam
In other words, your intent plays a powerful role in creating ‘quality content’.
Yet these are not the only things you need to consider. To ensure what you create is high quality content, you should also consider harnessing the following tips.
Tip One: Keep your content useful and informative
Whilst not all experts feel that this tip defines ‘quality content’, it is an essential part of achieving it. So if, for instance, you’re launching a clothing shop, your content should include your location, operating times, contact details, menu and some blog content outlining your upcoming events and promotions.
Tip Two: Make yourself more valuable
The problem with the web is that everyone is trying to be ‘the best’, so for every topic you search for, you’ll likely discover hundreds of related articles.
So how can you stand out? The key is to be more valuable; to produce an article that tackles the topic differently from all other articles, yet still supplies enriching, valuable content.
Tip Three: Make your site credible
Your site's credibility and reputation rests on the reliability of your content, so always ensure that you use original research, citations, links, reviews and testimonials. At the same time - to help boost your sites trustworthiness - allow users to see the face behind the words using author biographies.
Tip Four: Be unique and engaging
To be seen as high quality, your content needs to be viewed as unique, specific, and not mass-produced or outsourced from another site. Similarly, it should aim to create a strong user experience and bring life to your site.
Tip Five: Be accurate
And we don’t just mean factually. You also need to be conscious of spelling and stylistic errors.
So before your publish anything, be thorough and put in the time to check that everything is correct i.e. do draft and editions. Similarly, don’t fall into the trap of copying / paraphrasing entire pages from other sites, as Google will soon spot these duplications.
Tip Six: High level of expertise, authority and trustworthiness
Every page should contain a large quantities of high quality main content that highlights who you are, who is responsible for the site and your customer service skills.
How can I achieve high quality content?
All too often, businesses will actively deceive their readers and create poor quality pages that offer little to no help to users, but have instead been created simply to produce rankings through underhanded keyword-stuffing techniques.
Yet, by simply taking the time to understand the intent of your users and listening to their questions, it is possible to tailor your content; giving it a purpose and essentially creating content of the highest calibre.
Simply identify their query intent first, and you can match your information to their needs and offer them a positive result.
So if you’re interested in producing ‘quality content’, give the above tips a try, and witness a difference in your consumer engagement and reputation.