“Quality” is defined as a standard measured against other similar things, or simply a degree of excellence. But what does “quality” mean when it comes to online content? If the standards being used to gauge the quality of your content are established by Google, you’ll need to keep things like user experience and relevance in mind. The internet marketing service providers at Saba SEO share three specific signals of high-quality content.
1. Engagement Metrics
Search engines like Google strive to deliver content that’s useful and relevant for searchers. They use engagement metrics (e.g. bounce rates, conversion rates, and click-through rates) to get a better idea of how engaged visitors are with your content.
If searchers are clicking a link to your site and quickly going back to the results pages to try another site, they obviously didn’t find what they wanted or expected on your website. High-quality content, on the other hand, tends to inspire “long clicks” that suggest visitors found something useful because they’re sticking around.
2. AI-Based Quality Assessments
It’s no secret that Google is embracing artificial intelligence (AI) and machine learning. The best example of this is Google’s RankBrain program that facilitates the processing of large volumes of search data. Google’s Panda ranking algorithm is also used to identify low-quality content. When machine learning technology (computer evaluations that mimic human behaviors) was initially used to assess content quality based on Panda standards, 20 percent of Google’s results shifted.
With RankBrain now being Google’s third most important ranking signal, you’ll want to make sure your content is viewed by AI-based programs by:
• Basing keyword selection and frequency on the relevance and length of your content
• Using updated customer data to ensure your content is addressing your reader’s needs
• Removing outdated or duplicate content that could cause your site to be considered low-quality when it’s evaluated by crawlers
3. Link Quality/Patterns
Search engines essentially consider links directed back to your site as votes of popularity. After all, if someone is taking the time to put a link back to your site in their own content, you must be offering something of value. However, some links are from questionable sources or websites that aren’t related to what you have to offer.
These days, link analysis algorithms have gotten much better at identifying poor quality, spammy, or questionable links. Even if you have awesome content, bad links will diminish its visibility online, which is why you need to
• Use link analysis tools to spot low-quality links before Google does
• Make an effort to solicit links from high-quality sources
• Keep the emphasis on quality over quantity with links
The good thing about content is that it can be tested and retested until you have something keeping searchers and visitors engaged. For instance, if you’re not sure which version of a newly updated webpage will resonate best with your intended audience, run an A/B comparison test (two versions of the same content) to see which one performs better. You can also tap into your Google Analytics data to keep track of what kind of engagement your content is inspiring.
If you’re in need of high-quality content for your website or social media pages, turn to Saba SEO. As one of the leading marketing companies in San Diego, we have over ten years of experience in content development and search engine optimization. Our experts can assess your business objectives and create unique content that is sure to entice your target audience. We also offer SEO services to make sure your online content enjoys high ranking across multiple search engines. To schedule an appointment with one of our Content Marketing experts, give us a call at 858-277-1717 today.