Content is everything that fills the site: texts, pictures, photos, video, audio, animation, 3D animation, and any other formats. First of all, we are talking about the text as the cornerstone of search engine optimization.
If the webmaster neglects the competent filling of the web resource, sooner or later assimilation will come. But it is not enough to fill the site with content – you need to make it of high quality: search robots are getting better at understanding what the user wants by requesting something in the Google or Yandex line.
“Today, the quality of content plays a key role in the ranking of a site in search engines. Many technical mistakes (of course, if they are not critical) and not the most beautiful design can be “forgiven” for your resource. But the content component must fully meet the needs of users. So that search engines understand that the site rightfully takes place in the search results and responds to search queries. High-quality and expert texts, excellent content presentation, in general, will be the key to successful promotion, good behavioral factors, and the desire of visitors to return to the site again and again. At the same time, competent SEO-optimization of texts will only strengthen your positions. ”
What is content quality?
What is quality content, everyone knows and no one knows? There is no generally accepted definition of this term to nature.
But we all regularly have to refer to this term when we talk about search engine optimization. Therefore, we will proceed from our understanding of the quality content of the web site, which we create for our clients and which helps to bring sites to the top.
The quality of content on a website is such a critical moment for an SEO company because it is determined by three parties:
All parties may consider very different content to be of high quality.
At first, you might think that the requirements of search engines (search engines) and SEOs are the same, but this is not entirely true. Sometimes cars are unpredictable. In SEO, it often happens that information on ranking factors and their priority can be obtained from anywhere, just not from search engines. Most often, it is obtained from our own experience and regular analysis of the issue.
Search engines, of course, periodically reveal ranking factors. They are stable in their requirements, but to please everyone is not a trivial task. Everyone has their own ideas about the ideal content of a web resource. We have to look for common ground: to select those requirements that are equally important for everyone.
Clients know their business better than SEOs, but their interests may go against the demands of search engines. It happens that a client cannot publish prices on the site, and Google appreciates this very much. Or the optimizer insists on the publication of new photos in the product cards, but the client cannot do this for reasons beyond his control. Plus, the client sees his site as only he sees – these expectations also affect the creation of content for the site.
Quality content options for SEO
What does quality content mean when it comes to search engine optimization? Ephemeral concepts are also encountered here, but let’s try to reveal them more specifically.
In its SEO Beginner’s Guide to Search Engine Optimization, Google identifies benefit and visitor attraction as the most important quality of website content. The Corporation does not disclose what is meant by benefit. Yandex recommends creating sites with original content because it is useful for visitors.
What content can be called useful:
One that helps the user to solve his problem: answers a question, provides step-by-step instructions and guides, shows photos, and infographics. When writing site content, you need to be guided by the last-click rule: if after visiting your site the user does not need to continue searching for information, your material is exhaustively useful.
Specific and informative. It is not always possible to write large longreads and make detailed infographics, but such formats usually justify the investment in traffic and lead. Therefore, it makes sense to create them as often as possible.
Matching the visitor’s purpose. Users are not a target audience, not “unique”, not traffic. Users are people with their own interests and tasks. Each of them can put their own meaning in the request. He will be satisfied with the content that reveals the intent of the request – the user’s intention, the purpose with which he moved from the search results to the site. You can learn to understand and reveal user intent by analyzing search results.
Uniqueness and expertise.
Sometimes the analysis of the site’s content shows that pages with non-unique articles and pictures are at the top. It is true, it happens, but rarely and not for long. Because algorithms also learn, they also analyze behavioral factors.
From the point of view of the PS, a text that is not original in content but technically unique can be considered unique. If you take a text from the Web and rewrite it in your own words (rewrite), the uniqueness check service will give you your legitimate 90-100% uniqueness.
From the point of view of search engines, the text will truly be recognized as unique. It may even get to the first positions of the issue.
The technical uniqueness indicator is not required for all texts. If you sell, for example, construction equipment, you cannot just take and rewrite quantitative parameters (dimensions, power, weight) in the text for the product card. It wouldn’t be true.
And here the expertise comes into play – that is, the uniqueness in essence. In the text, you can reveal those aspects of a product or service that are useful only to a person who knows. If you tell the details, explain the case, then the main thing you need to know about a product or service, in addition to search engines, users will also appreciate it.