Quality Content for Search Engine Optimization

‘The Average page one ranking Blog post has over 18800 words’

Once again, I refer to old-school SEO where it was quantity over quality. The obsession then was how much fresh content can I get on the web, even if it’s not so great. Today, we are focused on a quality user experience. 300 words of keyword stuffed “blah” isn’t going to cut it. Neither will generic information or spun content.

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When considering what makes content, quality, we will refer to Google’s guidelines as a reference.

  1. Useful and Informative: Consider carefully who your audience is and how your content solves their problems or meets their needs. If you can answer their question in 150 words because there isn’t much more to say about it, then that’s fine. “Who is the president of the united states?” may only require the simple name.However if someone wanted to find out the story behind the president of the united states, a biography, pictures and video might be more useful and informative.Consider including contact information and links to more information when it makes sense to do so. Googl considers external links a positive signal when providing additional value to your users.
  2. More valuable and useful than other sites: You have to know what’s already out there before you create content. The concept for 2018 is 10X content which means 10 times better than whatever is already out there. Remember, Google wants to return the most relevant page for the searchers query. They want to return the best.Your page will be measured by many actions will indicate whether or not your page is the best listing in the SERP for that query. Spend some time browsing the top few page rankings on Google to determine what you might want to do the same, and then better on your own page.Consider using video, images, infographics, stats, quotes, charts and so forth where it makes sense to do so.
  3. Credible: As suggested in the previously mentioned section regarding external linking to other sites, Google wants to see internal links from credible sources as well.These links posted on another trusted and authoritave, as well as related website that bring the visitor to your domain help Google deem your site’s worthiness.Local Citations (Your Name, Address, Phone, Website) on social sites, Google Places, and other channels, created in a consistent manner also provide a certain level of credibility. Reviews on sites such as Yelp, Google+, and Facebook help increase your website’s trustworthiness as well as it’s reputation.
  4. High Quality: Consider your on page elements carefully such as copyright free images, video, infographics, maps, charts and so forth. They should be clear and visually appealing. They need to load quickly as to not take away from the user experience. Your content should error free and written in an easily digestable fashion. Consider bullet points and lists and break up heavy text.

    Remember, we are in a mobile first world and heavy chunks of text don’t perform well on a smart phone.

  5. Engaging: You want the visitor taking action on your website, and not the action where they close the browser. You’ll want them browsing photo galleries, playing videos, downloading guides, commenting and sharing. You do this through engaging content that holds their interest.Avoid spammy pop up ads and sounds. It’s better to let the user choose the experience than have a video autoplay that sends them running because the sounds blasts from their device in public.

More Words on the Page – Longform Content

Longform Content performs better on the Search EnginesIs google rewarding a specific word count or penalizing a page with few words on the page. No, we don’t believe so. We do know, however, that Google favors longform content on page one.

On average, a webpage ranking on Google’s page one SERP (search engine results page) has about 2000 words. To give you an idea as to how many words that is, at this point on this page, we have typed 2694 words.

Semantic search is king in 2018, and we believe part of the reason for these longform content rankings is in the relative keywords. Google is now smart enough (it has a brain afterall (Rankbrain)) to understand topic.

This ability to understand topic gives us the ability to gather and compare content. It then looks for related keywords on the page. If you are writing great content, you are probably using many related keywords without even thinking about it. The more words on the page, the more likely it is that you are using these keywords Google seeks.

SEMrush offers a tool called the SEO content template. This tool measures a topic against your top ranking competitors and gives you the average word count of those ranking websites as well as insights into on page content and backlinks.

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