How Is Quality Content the Pillar to Modern SEO?
We have heard the saying “Content is the King” when it comes to SEO. Quality content is the key to SEO ranking. Every major SEO agency is using a solid content strategy to increase traffic on a website. In March 2016, Google went on record with a statement that quality content is one of the critical factors for search ranking, followed by machine learning and backlink profile. The pages that rank high in search engines contain a large amount of well-researched information. Around 72 % of marketers believe creating content which is unique and relevant is the most effective SEO strategy. But what decides the quality of content? Let’s understand this first.
What is Quality Content?
When we talk about quality content, there might be more than one definition. Some might say quality content is unique and creative, while others focus on making the content more understandable. Regardless of the attribute you choose, the effort is irrelevant if your content doesn’t attract traffic and ranks on top.
Now imagine being an owner of the company and you want to hire an employee. What things will you consider before hiring him? Is he pretty enough? How tall is he? Or what brands he is using or wearing? No, the thing you will look into is the performance of the candidate in school and in previous jobs or how well the candidate communicates.
Similarly, good quality content depends on what rank it gets in the search engine and how well it communicates with the audience. High-quality content is also able influence the reader and makes them change their strategy of the business. Now here when we talk about search engines, how can we forget Google.
Google’s Search Quality Ratings Guidelines
Google changes its guidelines slightly around a hundred times in a year and has contracted with over 10,000 raters for the evaluation of search results. The raters conduct searches based on real-time searches on Google and rate the content quality appearing on higher ranks in the search list. Google looks for E-A-T formula in any content. E-A-T stands for expertise, authority, and trust of a site. Google concentrates on whether the website or page works around its goal and if the purpose of the page is clear or not. Google’s search quality guideline emphasis on how strong is the quality of the content which determines your future rankings.
What is SEO Content Writing?
SEO content writing is creating content, which appears higher in search rankings based on similar keyword searches. It means using suitable keywords in both the title and in the content at appropriate places. It does not suggest stuffing keywords that make no sense. Relevant content is the one that provides value to its readers. Also, your content should have SEO friendly format. It is important because Google Algorithm searches for essential keywords at specific parts of your content. To get this SEO friendly format, here are few things to keep in mind:
- Do thorough keyword research.
- Write high-quality content.
- Include keywords at specific places without overusing them.
- Using social media to promote your content.
Reasons Why Quality Content is Pillar to Modern SEO
Now that we are familiar with what quality content is and what it includes, let’s learn about how quality content is vital for modern SEO. According to Search Quality Senior Strategist of Google, Andrey Lipattsev, the two most important signals that Google use for a website search are quality content and link building. So, in short, the quality of content has a direct impact on SEO. Here are some of the ways in which content quality is a pillar of modern SEO:
1. Working on Context
Modern SEO is entirely based on user experience and catering to their needs. Stuffing keywords is no longer enough. You need to evaluate more facts and statistics and build your page that is not just rich in context but also unforgettable. Giving the gift of relevant and quality content is Google’s unsaid mission. Quality content helps get a strong position in SERPs and increases the click-through rates.
2. Use of Keywords More Strategically
Keywords still play an essential role in making your page rank higher in the search. While you can effortlessly search relevant keywords of a particular topic, it is challenging to incorporate these keywords at right places. The primary use of keyword that determines the ranking is in the heading or title of the blog post. But effective keyword incorporation is not possible without relevant content. So including keywords also depend on strategy and quality of your content.
3. Search Task Accomplishment and Content Writing
Search Task Accomplishment is the new buzzword in the world of SEO and digital marketing. It means that how effective is your content in solving any relevant purpose. The audience should be able to find what he or she is looking for easily while using a search engine. According to reports, Google is working on an algorithm for the evaluation of the reader’s experience. In simpler words, the algorithm will be able to tell if people are successful in finding the exact information they need or not.
4. Quality content and Their Association with Back Links
Backlinks are another essential signal used by Google for website search. But to get quality backlinks to your website, you need quality content. People will link to your website only when they find your content worthy. Backlinks are considered as validation, which helps rank your webpage higher on the search engines.
When talking about SEO, quality content is the major driver for your website that brings traffic. The content with well-researched information and problem-solving ability attracts more audience. Gone are the days when SEO lived in isolation with just the scope of stuffing keywords. Now quality content has become a significant signal for even Google algorithms in determining website rankings. With the introduction of new algorithms by Google for evaluation of user experience, the time is near when quality content will turn out to be more than just a driving factor for SEO.