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Here is how content quality affects your Google rankings

By October 17, 2018No Comments

Every website is built for a specific purpose. Essentially, Google maintains that the quality of content on a web page plus the quantity of information  provided has a huge impact on its rankings. However, before we talk of rankings, ask yourself, is my  content useful or solve any problems facing my audience?

Content is king right? But how great is it in the minds of your audience? This is what compels people to visit or stay on your website. Now for us to understand why quality content matters, let’s see what Google say about it.

What Google says about quality content

This year  Google published their updated content quality guidelines. In the  document, emphasis is on the correlation between quality content and search rankings.According to the document, the most important search ranking factors are quality content,back link profile and machine learning.

Interestingly,the  content quality guidelines suggest that web page quality is measured by the extent to which a web page achieves its purpose. In the end, what this simply means is that pages should be created to help users. Thus, its only when  page content either solves a problem or answers a question when it can be rated high quality.

Nonetheless,Google acknowledges the diversity of web pages and their distinguishing objectives and these can be pages to:

  • Entertain e.g. photo and video sharing
  • Sell a company’s products/services
  • Share opinions
  • Educate
  • Share topical issues
  • Share social and personal stories

Now, this follows that those pages created in the guise of helping visitors but in reality, are meant to solicit money, Google can tell  and in such regards these are ranked low quality pages.

In essence,web content quality can not be self-proclaimed even by the publisher himself, but this can take form of back links, reviews, brand mentions, outside news coverage, podcast appearances, etc.

Expertise, Authoritativeness, and Trustworthiness(E-A-T)

Here is how Google qualifies your web content. They  diligently look at the overall expertise, authoritativeness, and trustworthiness of your site.What this entails is that when evaluating the main content of a page, they look at the quality,quantity of information on your site as well as the external reputation of your website.

That said, check out some of  the E-A-T qualities Google  looks for in high quality content.

  • The organization behind the site and the content author each have a high level of expertise, authority, and trustworthiness.
  • A satisfying amount of main content on the page. The content should not be shallow.
  • Easy of finding who is responsible for the site. There should be a satisfying amount of content about who is behind the site.
  • If there are financial transactions on the site, visitors  can easily contact customer service or support.

So,that means  if a website or organization has a bad reputation i.e excessive negative reviews, complaints, questionable back link profile, then this can potentially affect the rank of a certain page.

Now what?

It’s quite interesting how branding comes in as a critical element in your online activity. Here is why. When separating high quality from highest quality content, Google asks, how strong is the publisher’s brand?

So,as illustrated in the Google Search Quality Guidelines, the highest quality content is published by organizations with a top-drawer reputation in an area of specialty.

Now,for your website to dominate search rankings,you must create great content, which helps build your reputation, ultimately  helping your future content to rank.

To consistently rank well, your content must be  above and beyond your competition. To add on,your organization should be trustworthy and have authoritative presence both online and offline.

I cannot stress it enough — focus on becoming the go-to resource for information for your industry, and the search ranking will follow.

Quality content sounds simple, but it is not easy. It takes dedication of time and resources to create.Investing in quality cornerstone content that draws people into your site, and solves the problems your customers face, is the first step to gaining their trust. As an agency we can help establish your authority on a subject, drive traffic, and give your pages a better chance to rank.Work with us.

 

 

 

 

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