Content Quality


There’s no sense in putting your words out there for mass consumption unless the quality is top-notch. After all, allocating extra resources to an article can be the difference between conversion success and conversion failure. With an ever-increasing content hungry Internet audience, the competition for users’ attention is increasingly competitive.

As a content producer and business owner, it’s your job to ensure you’re doing everything possible to deliver high-quality content to your users. Doing so will help you with many aspects of your campaign: your click-through rates (CTRs) will increase, your bounce rates will drop, your users’ average time- on-site will increase and your conversion rates will increase. Since writing quality and style can be highly subjective areas, putting the right people and processes in place are the key to ensuring your content is high-caliber stuff that people will actually care about.

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The Importance of Content Quality

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Engagement Metrics

Tips for your content


Once you have worked with an SEO Expert to ensure that your site is search engine friendly, it’s time to focus on creating great content. Here are some tips to get you started.

Content Quality

Write for people first

Writing must appeal to the user in order to appeal to the search engines. A content strategy that is consumer-centric requires a deep understanding of their interests and lifestyle, so spend some time working on target audience profiles.

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Topic Driven

Content that is written for a website but doesn’t fit with that website is easy to spot. Think about your target audience and what they are genuinely interested in. Your articles and posts don’t all need to be about your specific product or offering, but they do need to be industry related. Ideally you will entertain, help, or inform through relevant content.

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Think like a poet

Don’t forget to think about how the words sound. Even if the user is reading silently to themselves, the writing should have a flow. Clunky syntax and poorly chosen words will be stumbling blocks to the reader. Marketing copy may not be poetry, but carefully choosing every word matters.

Pay Attention to Space

Breaking up copy is something that every professional copywriter should become adept at. Especially given that longer articles are more successful, but a huge block of copy is intimidating. Shorter paragraphs make an article or blog post easier to scan, as do numbered lists and bullet points. When done thoughtfully, this should show that there is a considered structure and organization that underlies the piece. Using proper tag hierarchy is also important, with H1 for titles and H2 for subtitles.

An article or a blog post without any images is becomingly increasingly rare outside of highly technical writing. Readers like illustrative and complementary images, and they should tie in meaningfully with the copy.

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Effective Word Use

Three things every writer needs to know about SEO copy: A headline must entice. With the limited space of a headline, you need to make a big impact and compel the user to continue reading, pulling them in. The headline can pose a question, make a bold claim, appeal to curiosity, or find another way to hook the reader.

Keyword phrases: A blend of short and long tail keyword should be used throughout the copy in a natural sounding way. The reader should know what the article is about, but shouldn’t feel that the keyword has been unnecessarily repeated in sentence after sentence. Reaching 1-3% keyword density should not be difficult if you are writing on topic, but also use variations and synonyms.

Brand voice:  Any SEO copy should be relatable rather than stuffy and corporate, but a writer should understand what the right tone and style is for your brand. Every brand should craft a unique voice that is felt in every single post for consistent authenticity.

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What Your Audience Wants (or Doesn’t)

SEO copy is a component of marketing, but it should not endlessly promote. If your copy contains multiple call to actions and attempts at selling your product, you will quickly lose your readership. A call to action should fit in seamlessly within the copy, that is, it should be relevant to the copy if it is to be included.

Just as important is paying attention to the end product. Your readers want a polished piece that you took the time and care to proof before hitting the “publish” button. Just because you are writing a blog post and blogs tend to be more casual than publications, you still need to proof and edit! True writing happens in the editing process. Don’t skip the draft process even though a blog post may seem less formal. Every single post should be a representation of your brand, and that takes careful editing and curating.

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Google Looking at Quality

Quality content should have a natural feel to it. Panda and Penguin updates to Google had a massive effect on search marketing, but perhaps their biggest impact is on the quality standards for SEO copy. Getting shared and talked about online is of tantamount importance to SEO because it helps the search bots figure out that your content is relevant and of high value to the searcher.

The Panda update led to websites being judged for quality in a new way. They began with human evaluators manually ranking sites to discover how they weed out low quality content and then used that to improve machine learning. The result was a huge shift, a rearranging of 20 percent of all search results. That’s a fifth of search results changed by a single update.

Still, a search engine cannot read a page like a human user. Some mistakes found in poor SEO content might make it past the search engines if they are relevant to the query, but your target audience will spot them right away.

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What Not to Do

Content Quality

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The Importance of Content Quality

Each of the variables related to SEO copy are important, but content quality is the final differentiator. Content that has been optimized for well-chosen keywords, that is of the perfect length and that is relevant to the user will fall flat if the quality is missing. Grasping the significance of content quality to your website’s SERP ranking is difficult when it might appear that mediocre copy at a budget rate will meet the need for consistent content creation. But the company that invests resources in quality content will find that good content spreads itself.

A user decides within roughly ten seconds of glancing at your page whether it is worth their time or not. If they perceive that the quality is not high, they return to the search results page. But if they encounter a post or article that meets their expectations and provides the value they are looking for, click-through rates (CTRs) increase, bounce rates drop and the average time on-site increases.

Quality content has both a measurable and non-measurable impact on your target audience. The measurable impact includes all the data points related to CTRs and conversion rates. It is harder to measure the increased brand awareness and the trust that your targeted consumer develops towards your company, but quality is key to building authority.

Determining content quality is a subjective process. But professional copywriters should bring creativity, a refined writing style and brand awareness to writing engaging, well-written content. Focusing on quality content requires considering what humans want. What answers can you provide to their questions in an in-depth way? What new insights can your company offer? How can you expand, elaborate or improve upon the information they might find elsewhere?

Engagement Metrics

You can measure content quality by engagement metrics in CTRs and social sharing. The search bot seeks to understand how the user engages with the result. If the user quickly goes back to the search results page, that implies they were not satisfied with the content they found on your website. This also goes to content relevance, and why you don’t want to trick users into clicking if they won’t find relevant information on your site. This will only backfire, driving users away from your website. A long click, when the user stays on the page, is the goal of increased CTRs.

People love to share great content, linking to it on their own blogs, Facebook pages, Twitter, and other social media outlets. The search engines view this sharing as an indicator of high quality. Link structure is like a popularity contest, with each link to your site like a vote, and the higher quality sites tend to earn more links.

In recent years, Google has taken a stand against websites with deceptive and misleading tactics. Your energy is better spent upholding these basic principles of SEO than seeking loopholes. The most important commandment that the guidelines lay out for quality is this: make pages for users, not search engines. The goal of SEO is for search engines to be able to find and rank your page, however if you don’t write for humans the search engines will leave your website behind. By focusing on what makes your product or offering unique, by engaging your target audience in genuine not deceptive ways, by providing value, you stand out from the competition. Nothing is better than consistent, original, quality content

What Not to Do

  1. Frgot Spllchk If your copy has any errors in it, then a website user will find it difficult to take your company seriously. This is such a simple mistake to avoid, but it still happens because outsourcing to dirt cheap copywriters seems like the easy way to fill a website with content. Punctuation, grammar, and spelling errors have no place in SEO copy.
  2. And also, plus as well: Don’t write copy that doesn’t know what it’s about. If you try to write about everything, you ultimately say nothing. SEO content that could have been 200 words but has expanded to 1,500 words to hit copy length is usually a prime offender, filled to the brim with fluff. Long winded and rambling copy conveys that the copywriter isn’t sure what the target audience wants, so they can’t write concisely and on topic.
  3. Just like everyone else: Companies that haven’t taken the time to understand their brands, their place within the market, and their unique selling points or haven’t shared a branding guide with copywriters are likely to have committed the blah error. It takes thoughtful, introspective conversations to figure out your brand voice and then a professional copywriter to convey that voice through copy. If what you have written about your company or an article you have posted to your website could appear on any other company’s website, then you have vague copy that is useless to your target audience. Users need to understand why you are unique, and your SEO copy is one important way you should be articulating your brand.

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If you are selling a couch, it is not the writing about the dimensions or the fabric that will connect with the use. Even though these facts will matter to them, it’s writing that touches something emotional in them that ultimately sells. While the product page will list the width of the couch to make sure they can fit it in their apartment, a blog post or article should have more of a lifestyle feel, like a post on how to choose the right couch for your first apartment. How does this particular couch benefit your ideal consumer? Is this the perfect comfy couch for game nights or Netflix marathons? Is this the tufted velvet couch that every vintage-loving girl should have? Connecting with your audience starts emotionally before rational logic plays a part.

Likewise, blog posts or articles focused on your company may seem like a good, interactive way to represent your brand to your target audience. But more of than not, your audience doesn’t care about the company picnic. Consumers want to know what the company has to offer them. If you are sharing something about your company, make sure it ties back into your unique offering, service or product, and doesn’t read like a company newsletter. A company picnic might make a good blog post topic for a lifestyle entertainment blog if it includes five tips on how to throw a corporate event, but might be of little interest if you run a personal injury law firm.

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