Google Wants High Quality Content, But What Does That Mean?

Okay writers and webmasters, you’re good, but you continually challenge yourself to better.  This post is ready to be a resource to you.  We’d like to explain the following:

1. The crux about quality from the recently leaked, March 2014 Google rater’s guideline manual.
2. What high quality means.
3. The attributes of low quality content.
4. What you can do to improve your website’s content.

The Rubric- Google’s 2014 Search Quality Manual

Behind the scenes, an army of quality raters double check the accuracy of Google’s algorithms before and after updates. These raters are issued guidelines, which steer their evaluations and reflect what the juices are in the current or upcoming algorithm changes. The latest handbook, version 5.0, was recently leaked. We wrote about the 2011 version, and gave an overview of the new version at Relevance. What’s important for you to know is that E-A-T, or Expertise, Authority, and Trust are now key factors when determining Google search engine rankings.  Most insiders have known that the reputation of one’s brand is an important ranking factor, but this manual gives a detailed look at the factors that determine site popularity- well, popularity isn’t even the right word.  It’s more about the culminating signals behind your site’s reputation.

If you’re the Director of Marketing, you’ll want to download your own copy of this handbook at scribd.com because it talks about design and functionality elements, too.  Since My Web Writers focuses on content creation, we’re going to drill down into that aspect of the handbook.

Definitions of Highest and High Quality Pages

I really like how Google defines quality and provides so many specific examples.  It says,

“Highest pages are very satisfying pages which achieve their purpose very well. The distinction between High and Highest is based on the quality of MC <each site’s main content> as well as the level of E-A-T and reputation of the website. What makes a page highest quality? We require at least one of the following: <1> Very high or highest quality MC, with demonstrated expertise, talent, and/or skill.  <2> Very high level of expertise, authoritativeness, and trustworthiness (page and website) on the topic of the page. <3> Very good reputation (website or author) on the topic of the page… We will consider the MC of the page to be very high or highest quality when it is created with a high degree of time and effort, and in particular, expertise, talent, and skill. Very high quality MC may be created by experts, hobbyists, or even people with everyday expertise. Our standards depend on the purpose of the page and the type of content. The Highest rating may be justified for pages with a satisfying or comprehensive amount of very high quality MC.”

This means that as a writer, if you are writing outside of your area expertise and don’t do your homework, your average content could sink a website. Conversely, if you’ve specialized in a certain area, interest, or hobby, you could see a surge in demand for your knowledge after people get familiar with this document.  Writers, don’t be deterred from tackling new subjects, but when you do, do your homework.  Talk to experts and include their testimonies in your articles and quotes. You also can’t slop through the writing process.  Check your spelling.  Get the subject and verb agreements right.  Go deeper than what the culmination of five articles say about the topic.  Nobody wants to read repurposed articles when they’re looking for new angles. Pick up the phone and dig up unique quotes or tidbits of information that no one knows.  Google tells raters that,

“Highest quality pages and websites have a very high level of expertise or are highly authoritative or highly trustworthy. Formal expertise is important for topics such as medical, financial, or legal advice. Expertise may be less formal for topics such as recipes or humor. An expert page on cooking may be a page on a professional chef’s website, or it may be a page on the blog of a home cooking enthusiast. Please value life experience and “everyday expertise.” For some topics, the most expert sources of information are ordinary people sharing their life experiences on personal blogs, forums, reviews, discussions, etc. Think about what expertise, authoritativeness, and trustworthiness mean for the topic of the page. Who are the experts? What makes a source trustworthy for the topic? What makes a website highly authoritative for the topic?”

Google would also like to see secondary content on high ranking websites, if possible.  From videos to games to reviews, find ways to help users delve a little deeper and engage a little longer. Not every high ranking site has to have secondary content, but if it has good secondary content, that’s a plus.

The Attributes of Low and Lowest Quality Content

Compare what content needs to achieve top scores to what deserves low scores. First, it’s important to note, Google recognizes intent.

“We have very different standards for pages on large, professionally-produced business websites than we have for small amateur, hobbyist, or personal websites. The type of page design and level of professionalism we expect for a large online store is very different than what we might expect for a small local business website. All PQ rating should be done in the context of the purpose of the page and the type of website. The following sections discuss page characteristics which may be evidence of Low quality. Occasionally, these same characteristics may be present on smaller amateur or personal websites and are not a concern. Please use your judgment when deciding whether these characteristics are evidence of low quality on the page you are evaluating, or merely a sign of non-professional but acceptable small, amateur, or personal website design, for example, “Uncle Alex’s Family Photos” website (a hypothetical High quality example).”

Google lowers scores if main or secondary content is distracting or unhelpful.  For example, too many ads are distracting and appear to have the purpose of monetizing the site rather than helping users. If the site lacks supplementary content, this too can lower the site’s score. Poor page design or a lack of website maintenance (meaning broken links or slow load images) can hurt your site’s score.  As much contact information as possible should be added. Google tells raters that,

“We have different standards for small websites which exist to serve their communities versus large websites with a large volume of webpages and content. For some types of ‘webpages,’ such as PDFs and JPEG files, we expect no SC <secondary content> at all. Please use your judgment… Here is a checklist of types of pages or websites which should always receive the lowest rating:

• Harmful or malicious pages or websites.

• True lack of purpose pages or websites.

• Deceptive pages or websites.

• Pages or websites which are created to make money with little to no attempt to help users.

• Pages with extremely low or lowest quality MC <main content>.

• Pages on YMYL <Your Money or Your Life> websites with completely inadequate or no website information.

• Pages on abandoned, hacked, or defaced websites.

• Pages or websites created with no expertise or pages which are highly untrustworthy, unreliable, unauthoritative, inaccurate, or misleading.

• Websites which have extremely negative or malicious reputations.”

Image courtesy of Flat earth Society

This list seems fairly straight-forward and yet, one could see where rater subjectivity could get the better of a site. Pages or websites that are “untrustworthy, unreliable, unauthoritative, inaccurate, or misleading” could tank a business or individual with rogue opinions or controversial views.  The overall checklist appears reasonable, however, if Christopher Columbus had a website back in his time, I wonder how he’d score? Taken in whole, the document is fairly clear that raters should look at how well you, as the content’s creator, did your homework and presented information or opinions; but, the “unreliable, unauthoritative, inaccurate, or misleading” phrase on its own should be considered a warning shot fired about appearing half-baked in the public arena.

Definitions of Lowest Quality Content

The writer who has the depth of a baby pool probably shouldn’t be assigned very heady topics.  As a manager, find each writer’s strengths and let each write about those topics. Google says that,

“The quality of the MC <main content> is one of the most important considerations in PQ <page quality> rating. In this guideline, we’ll judge the quality of the MC by thinking about the how much time, effort, expertise, and talent/skill was involved in content creation. If very little or no time, effort, expertise, or talent/skill has gone into creating the MC, use the lowest quality rating. All of the following should be considered either lowest quality MC or no MC:

• No helpful MC at all or so little MC that the page effectively has no MC.

• MC which consists almost entirely of “keyword stuffing.”

• Gibberish or meaningless MC.

• “Auto-generated” MC, created with little time, effort, expertise, manual curation, or added value for users.

• MC which consists almost entirely of content copied from another source with little time, effort, expertise, manual curation, or added value for users.

Finally, the distinction between low and lowest quality MC is often human effort and manual curation. If you are struggling between ‘low quality MC’ and ‘lowest quality MC,’ please consider how much human effort and attention the page has received.”

When writing this article, I struggled with how much content out of Google’s manual I should quote.  My reasoning to go ahead and use as much as I have is because to date, not much has been written about the manual and not everyone, who is in a position to change their website, will read the 160 page document (though they should) or if they do, they might want further insight about it.  Thus, I think the amount of quoted handbook content is justified, given the extra value added with insight around the quoted content.

However, this is different than copying and pasting half an article without attribution or even with attribution and not adding further value to what already exists on the web. Nothing is worse than paying a writer to create original content and discovering that it is backwash.

Google says,

“Important: We do not consider legitimately licensed or syndicated content to be ‘copied’ (see here for more on web syndication). Examples of syndicated content in the U.S. include news articles by AP or Reuters. The word ‘copied’ refers to the practice of ‘scraping’ content, or copying content from other non-affiliated websites without adding any original content or value to users (see here for more information on copied or scraped content). If all or most of the MC on the page is copied, think about the purpose of the page. Why does the page exist? What value does the page have for users? Why should users look at the page with copied content instead of the original source?”

What You Can Do to Improve Content

Deliver what you promise for each keyword query you target. If you want to rank for the term “Arabian Horses for Sale” your page ought to have pictures and descriptions of several Arabian horses. You’ll want other websites to have great reviews from customers about your previous transactions. You should be registered and a thriving member of Arabian horse registries. Don’t let your content get off topic, but do make it be so rich that users will want to return and will recommend it to others. Make sure you spell check your work and don’t stuff the content with too many keywords.

We recommend reading the raters’ guidelines to learn more about how to improve the content of your website. You’ll find additional insight about what it means to have high quality content. ~Jean

Keyword Research Ideas for Content Writers

When creating content, you want to be sure that you’re strategically using keywords that will enhance your search engine optimization (SEO) and help readers find your work. To give your writing a competitive advantage, it’s not enough to blindly write and hope that search engines will find your work. Rather, you must carefully think about the words you’re using. Even words with similarly meanings can have drastically different search engine results and so you want to be sure to pick the keywords that will serve you best.

Before you even begin writing, there are some key steps you should take to identify the most relevant and powerful keywords to include in your content. Here are five pieces of advice that will help to point you in the right direction for researching effective and meaningful keywords.

Think like your audience

Try and place yourself in the mindset of the audience you’re trying to reach. What are these people likely searching for? What terms or words are they most likely to use in their searches? For some audiences, these might be very technical and professional terms, for others the keywords might be more common and casual. Even before you research your keywords, research your audience and the terms they most commonly use.

Choose a popular niche

The terms “popular” and “niche” may seem to contradict each other, especially when it comes to keywords. Should you pick popular and frequently searched terms and risk competing with millions of other writers or should you pick a smaller niche where you have a better chance of making an impact? The answer is you need a balance of both. Research keywords that are popular and research keywords that are unique. Then develop a short list that includes some from both. This balance will help give your content strengths in both areas and increase your SEO.

Use meta descriptions

Meta descriptions are descriptions of your content (in 150 characters or less) and are excellent opportunities for search engine optimization. Before you begin writing, create your meta description as a way to focus your content and highlight your most relevant keywords. This description will then act as a very succinct summary that will help tailor the rest of your writing and help search engines to more easily find and archive your content.

Take advantage of free tools

There are a lot of free tools out there that can aid in your keyword research. Keywordspy.com provides a stealthy way for you to review the keywords that your competitors are using and clearly identify the most profitable combinations of keywords and ad copy to use. Another tool with a free option is semrush.com which most uniquely provides you with a visual comparison of various SEO metrics. This is helpful for identifying trends and opportunities that might be missed when looking only at numbers.

Additionally, one of the most effective websites for researching keywords is InboundWriter.com. With a free account you can research terms and phrases before you begin writing to see how they rank among other options. Then, as you incorporate high ranking keywords into your content, you will be given a score for how optimized your content is, while being offered tips for how to improve its ranking.

Don’t overdo it

Overloading your article with long lists of keywords won’t better serve your SEO or your readers. Instead, the keywords will appear crammed and read awkwardly since they likely won’t flow with the text. Narrow down your long list of keywords to just the top few that will provide you with the most powerful results. Then, spread your keywords evenly throughout your writing so they appear to be more organic.

Use these five pieces of advice to make your content even more powerful with the use of keywords. While SEO can sometimes be an intimidating and confusing topic, these tips offer some easy and straightforward ways that will help you to write even more effectively and reach an even broader audience!    ~Stephanie

Share your insight! What other ways have you found helpful for researching keywords?

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What should web writers know about content creation?

Strong content is a must-have to make your sites not only user-friendly but highly-ranked in search results. These tips will help you find a strong balance of readability and SEO.

Move Beyond Keywords

With each change to the Google algorithm, the role of keywords becomes more sophisticated. Keyword density higher than 2% can actually hurt your ranking. Just looking at keyword data will no longer work for generating high-ranking content. Additionally, the implementation of encrypted searching will make keyword data less reliable. Jayson DeMers at Search Engine Watch suggests continually building your content and refreshing pages to signal that your site is alive and growing, rather than focusing strictly on search terms.

Write Like People Think

When you do use keywords, the new secret is to instead use search terms in a way that more naturally reflects how the word is used conversationally or the way people think about the words. For example, instead of using shorthanded terms in your meta titles and keywords, use phrases or concepts. As search engines begin processing natural language more frequently, the change may become a hindrance to ecommerce and business sites that use keywords less conceptually. For example, rather than using a title like “Find the Best Writing Solutions,” which emphasizes keywords like writing and solutions but doesn’t sound much like an inquiry someone might ask a search engine, you might try “How to Write Better” or “Best Ways to Improve Your Writing.” Whereas older algorithms focused on keywords, the new algorithms are looking more for phrases and concepts that reflect real people’s language use.

Engage Your Audience

Since you’ll be writing more like people think, it’s important to think more about for whom you’re writing. As content becomes more prevalent in search algorithms, so do different ways of assessing the quality of the content, such as authority and audience engagement. Quality content is frequently updated, helpful, and targeted for your audience. Aim for content that will get the audience to comment, bookmark, or share. End your posts with questions or prompts to encourage audience participation and use reader feedback to help you assess who your audience really is. Not only does engagement with readers boost your SEO rank, it also helps you better address your readers in a way that makes them feel connected to your site or brand. Pay attention to signals that let you know what language, examples, and other trends are most engaging for your readers. Building a relationship with your audience is more complicated than analyzing keyword results, but it provides the biggest boost to your brand and content quality.

Use Social Media

While all social media is a huge means of generating traffic, you can’t underestimate the use of Google+ in developing your rank and content. Link your blog or website to Google+ and make sure that you generate content that crosses over well. Think eye-catching pictures, engaging questions, and sharp summaries that encourage users to click from your Google+ page to your blog or website. That linking builds your presence and authority in the Google algorithm.

Creating a broader social media strategy is an important part of getting your content seen and of generating more engagement and authority. When using social media consider your audience and which sites offer the best reach. A social media strategy must do more than simply sharing links and hoping they’ll get reposted. Introduce content with thought-provoking or click-worthy leads. Ask questions. Use visuals that grab attention. Many social media platforms use a lot of white space in their design, so visuals really pop. Meet your audience where they are and draw them into your content.

~Kasey

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By My Web Writers

Today, I’m off to the 2013 Conductor C3 conference in New York to talk about actionable, content strategies and ideas.  As a sneak preview, huddle in for a snapshot of how adding and refreshing content was successful for one of My Web Writers’s clients. We used Searchlight to map the progress.

Before Content:

It amazes me how some Internet Marketers glibly preach, “content is king” and yet remove content fields at the tops and bottoms of their web pages.  Why?

Some e-tailers believe that words clutter a page’s look, while others lack the manpower, planning, and budget for content.  “Pictures are worth a thousand words,” right?

A year ago, one of My Web Writers’s clients embarked on a site redesign.  Two weeks before launch the redesign team informed us of the project and that they needed a lot of content quickly.  Unfortunately, this customer did not plan for content and thus didn’t have the budget until 2013 to add content to a significant number of blank pages.  Sales and SEO suffered during the wait.

Our team was able to put the final pages of content up by February 2013.  Then, we went back and attacked pages that hadn’t been touched in over a year.  Because we kept spreadsheets of what had been refreshed and when it had been refreshed and had the advantage of using Searchlight, Conductor’s keyword tool and Google Analytics, we were able to identify which urls needed new and improved content.

What Kind of Content?

In 2012, I’d worked with Conductor’s Searchlight tool for about a year before attending the C3 conference as a participant.  During one of the evening socials, a camera crew interviewed me about my Searchlight experience.

This year, I’m going to touch on what content to add and where to add it on your website.  In general, deliver the content that your keywords promise, be mindful of spelling and grammar, show and don’t tell the story, and reach out to customers to help you with user-generated content.  Employ writers who combine product knowledge, category facts, and persona data with SEO, marketing, and customer-service savvy.

After Content

By April we were beginning to see traction with not only the client’s most strategic keywords, but a plethora of other industry terms that had been under-performing, simply because picture-only pages now offered conversion-inspiring content.

Sales improved.

Do you have a similar story?

By all means, if you’ll be at #C3NY, please come over, say “hi,” and share your story!

~Jean

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