In the realm of digital content, creating material that is both helpful and reliable is paramount. Google’s automated ranking systems are meticulously designed to surface content that primarily benefits users rather than merely aiming to climb search engine rankings. This comprehensive guide aims to assist content creators in evaluating and enhancing their content to align with these standards.
Self-Assessing Your Content
Regularly evaluating your content against a set of criteria is essential to ensure it remains helpful and reliable. This process not only involves self-reflection but also seeking honest feedback from trusted individuals unaffiliated with your site. Additionally, analyzing any declines in performance can provide insights into areas needing improvement.
Content and Quality Questions
- Does the content offer original information, reporting, research, or analysis?
- Is the topic described in a substantial, complete, and comprehensive manner?
- Does the content provide insightful analysis or unique information beyond the obvious?
- When referencing other sources, does the content avoid mere copying or rewriting, instead adding significant value and originality?
- Is the main heading or page title a descriptive and helpful summary of the content without exaggeration or sensationalism?
- Is the page something you’d want to bookmark, share with a friend, or recommend?
- Would this content be suitable for reference in a printed magazine, encyclopedia, or book?
- Does the content offer substantial value compared to other pages in search results?
- Are there any spelling or stylistic issues present?
- Is the content well-produced or does it appear sloppy or rushed?
- Is the content mass-produced or outsourced, leading to individual pages or sites receiving insufficient attention?
Expertise Questions
- Does the content present information in a trustworthy manner, with clear sourcing and evidence of expertise?
- Is there background information about the author or the publishing site, such as links to an author page or an About page?
- If someone researched the site, would they perceive it as well-trusted or recognized as an authority on its topic?
- Is the content written or reviewed by an expert or enthusiast with demonstrable knowledge of the topic?
- Are there any easily-verified factual errors present in the content?
Providing a Great Page Experience
Google’s core ranking systems prioritize content that offers a superior page experience. Rather than focusing solely on one or two aspects, it’s crucial to ensure an overall excellent page experience across various factors. For detailed advice, refer to Google’s guide on understanding page experience in search results.
Focusing on People-First Content
People-first content is created primarily for the benefit of users, not to manipulate search engine rankings. To evaluate whether your content adopts a people-first approach, consider the following questions:
- Do you have an existing or intended audience that would find your content useful if they visited directly?
- Does your content demonstrate first-hand expertise and a depth of knowledge, such as experience using a product or visiting a place?
- Does your site maintain a primary purpose or focus?
- After reading your content, will someone feel they’ve learned enough about a topic to achieve their goal?
- Will readers leave your content feeling satisfied with their experience?
Avoiding Search Engine-First Content
While SEO is important, content created solely to attract search engines is discouraged. Indicators that your content may be search engine-first include:
- Creating content primarily to draw search engine traffic.
- Producing large volumes of content on various topics in hopes of performing well in search results.
- Relying heavily on automation to generate content across multiple topics.
- Summarizing others’ content without adding substantial value.
- Covering trending topics without relevance to your existing audience.
- Leaving readers needing to search again for better information.
- Focusing on specific word counts based on assumed preferences of search engines.
- Entering niche topics without genuine expertise, solely for search traffic.
- Promising to answer unanswerable questions, such as unconfirmed release dates.
- Altering page dates to appear fresh without substantial content changes.
- Frequent addition or removal of content solely to influence search rankings.
SEO Best Practices
SEO, or search engine optimization, involves strategies to help search engines better discover and understand your content. It’s essential to apply SEO best practices to people-first content rather than search engine-first content. Refer to Google’s SEO guide for comprehensive best practices.
Understanding E-E-A-T and Quality Rater Guidelines
Google’s ranking systems evaluate content based on a combination of factors that reflect Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T). Trust is the most crucial aspect, though not all components need to be present for content to rank well. Particularly for “Your Money or Your Life” (YMYL) topics, strong E-E-A-T is vital.
Quality raters provide insights into how Google’s algorithms perform, ensuring the system rewards content with strong E-E-A-T. Although these raters do not directly affect ranking, their feedback helps improve the algorithms.
Evaluating Content: Who, How, and Why
To maintain alignment with Google’s ranking preferences, evaluate your content by considering the “Who, How, and Why” behind it:
Who (Created the Content)
- Is it clear who authored the content to your visitors?
- Do pages feature a byline where appropriate?
- Do bylines link to additional information about the author, providing background and expertise?
Clearly indicating authorship supports E-E-A-T principles and contributes to content trustworthiness. Including accurate authorship information, such as bylines, is strongly encouraged.
How (The Content Was Created)
- Does the content explain how it was produced, for example, detailing the number of products tested in reviews?
- Does it provide evidence of the creation process, such as photographs or test results?
Transparency about the content creation process enhances trust. When automation or AI is used, consider disclosing its involvement and explaining its role in content production.
Why (Was the Content Created)
The primary reason for creating content should be to assist and provide value to users. If content is primarily designed to attract search engine visits, it misaligns with what Google’s systems reward. Ensuring that the “why” behind your content creation is user-centric reinforces its quality and reliability.