In last month’s blog post we talked about the need to provide quality content. This helps you get more people reading your site as well as helping your Google positioning.
But that raises the question of what Google sees as “quality content”. If you don’t know, how can you provide it?
Because Google keeps its algorithms very close to its chest, it’s hard to be precise. But experts who’ve been following Google’s tactics and testing websites for years can take educated guesses.
These people change websites then monitor the effect on the sites’ positions in the rankings. Google also makes regular announcements about what the company is looking at, but are careful not to explain how it’s rated.
So this is what we know at the moment:
- Make sure your pages deliver what’s promised by the page title and headline.
- Educate and inform without misleading; be unique.
- Aim for a friendly, conversational tone, avoiding too much jargon and colloquial words.
- Keep sentences short and easy to understand.
- When you want someone to do something, be descriptive, for example: “Enter your details now” rather than just “Click here”.
- Use numbered lists and bullet points where appropriate instead of long descriptive paragraphs.
- Use CSS for your pages styling – avoid out-of-date formatting techniques.
- Make sure your content has ‘sharing’ buttons – if your content is shared Google thinks it’s more valuable.
- Do not ‘stuff’ keywords – too many occurrences of your target words and phrases will be frowned upon.
It’s important to understand that Google changes things frequently, so what’s being said now, in mid-2018, may not be quite enough in the future. But Google’s aim is to become better at interpreting content the way humans do, so the advice given here should stand the test of time.
If you’re reading this a long time after it’s been written though, it would be wise to check for up-to-date guidelines before making major changes to a website.