5 Ways To Improve Webpage Content Quality Signals


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Google considers over 200 ranking factors when promoting web pages in SERPs, but almost all of them fall into one main category – quality.

This is because Google is always trying to improve search for users. In order for a web page to rank well, it needs to deliver high quality content and a high page experience. It should also come from a reliable and reputable website.

So how do site owners and digital marketers prove to Google that their content is not only relevant to users, but of high quality as well?

By improving the quality signals of the content on their web pages. By focusing on these quality signals, digital marketers will have better SEO results on all of their landing pages.

How does Google define high quality content?

While having the right keywords is essential to show Google that your landing pages satisfy search intent, Google’s technology has become much more advanced over the years. It now searches for more than keywords to decide whether or not to rank your web pages.

Google also looks for high quality signals such as the following:

  • Original information, reports or research
  • Full and substantial exploration of the subject
  • Perspectives and original analyzes
  • Clear sourcing and expert paternity
  • Spelling, grammar and error-free copying

Conversely, certain practices will cause Google to consider your landing pages to be of poor quality. Some low quality signals include:

  • Automatically generated or scraped content
  • Use of irrelevant and unnatural keywords
  • Non-original and plagiarized content
  • Excessive redirects, broken links, or hidden text

Google has always focused on finding unique and valuable content for users. Therefore, any digital marketer who wants to appear in search should aim for the same goal.

Five Signals of Content Quality and How to Improve Them

1. Semantic richness: add subtopics, questions and related topics to your landing page copy

Semantic SEO is the process of creating meaningful content that satisfies users intention in addition to their specific request.

When semantic SEO is actually implemented, web content answers user questions as well as any questions they might have next.

The more semantically rich your content, the more Google recognizes it as well researched, informative and original. To improve the semantic richness of your page …

  • Do competitive research. What type of content is already ranking on the first page for the keywords you want to rank for? What types of words and phrases do these pages include in their content?
  • Use a keyword tool. Identify subtopics, synonyms, questions and semi-automatic entries related to your target keywords. Add them to your content to improve its semantic signals.

    Find out what users are asking and answer them in your content

  • Use content AI software. Software like SEO Content Assistant can help you create semantically richer content. Content AI tools use natural language processing to generate terms to add to your content to give it more ranking power.

2. Thematic Depth: Increase the length of the content on your landing pages to match that of your competition.

Technically, word count is not an official ranking factor for Google. So why is content length important to SEO strategists?

Well, several studies have found a correlation between content length and higher rankings. That’s because in-depth content influences things other than Google Is it that take into consideration, as …

  • Backlinks: longer content generates more backlinks. Backlinks are Google’s # 1 ranking factor, so the more backlinks the better the ranking.
  • Completeness: Long content reduces the amount of research the searcher has to do independently. Internet users prefer content that presents all the necessary information in one place.
  • Engagements: Long content tends towards better user engagements, such as longer page sessions, better scroll depth, and more clicks on submission forms, signups, and CTAs.

By increasing the copy length on your landing pages, you will likely increase other signals that Google associates with high quality content. You can use SEO tools to identify the word count of pages already ranking in the top spots, and then aim to create just as in-depth content.

Word count for top ranking pages for long tail keywords

3. Interactive Elements and Rich Media: Make sure your content is supported by rich and eye-catching media elements

Google cannot “see” videos or images. It is therefore essential to use descriptive image alt text so that Google understands the relevance of your rich media content to the user. Interactive elements on your page such as referral links and expandable content modules can also serve as high-quality signals to Google.

Some content marketers are reluctant to use collapsible content modules, fearing that users might miss out on important information. But these types of interactive layouts can help you add content length to your landing pages without sacrificing user experience or making the page extremely rich in text.

4. Page Experience: Troubleshoot Core Web Vitals in Google Search Console

In June 2021, Google rolled out its Page Experience update. The quality of a webpage‘s overall experience is now an official ranking factor.

Usability factors, such as mobile usability, safe browsing, and intrusive interstitials, are important for a good ranking in Google.

Fortunately, Google makes it easy to understand if your web pages meet its quality standards. The page experience feature in Google Search Console helps you identify and troubleshoot page experience issues.

Google’s standards are called Core Web Vitals. They include …

  • Largest Content Paint (LCP): The time it takes to load the largest image or piece of text on the page
  • First Entry Delay (FID): The time it takes for your landing page to respond to the first click or user engagement
  • Cumulative Layout Offset (CLS): If your layout changes while the user is on the page (nothing is more irritating for users than trying to click on something and see the content move under their cursor or finger)

Core Web Vitals report in Google Search Console

5. Link profile: link to expert sources and relevant content

The web pages you connect to, and those that link to your own, say a lot about the quality of the business you run. To help Google view your web pages as high quality, use external and internal links wisely.

Here are some tips for bonding:

  • Use internal links to connect users to other relevant content on your website. Try to make the anchor text contextual so that Google can see how your content relates to the content it is linked to.
  • Only pursue white hat link building campaigns and make sure all the links you receive are from reputable websites through Google compliant strategies.
  • Include links to your full pillar or category pages in your navigation menu. You can also use the navigation menu to direct users to your most converted pages.

To truly improve the performance of your website, it’s essential to understand how each component communicates (or doesn’t communicate) in high quality.

High quality content is Google’s flagship; prioritizing it will always result in a much needed advantage over your competition.

More resources on content quality signals

Eight Ways Your Content Marketing Could Sabotage Your SEO

The future of link building: unrelated mentions for SEO

How ‘EAT’ Helps Businesses Succeed in Google Search [Infographic]

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