How do search engines identify quality content?
Search engines are always seeking new ways to deliver information people value. If a search engine is not returning relevant content it is not doing its job right. Although measuring the quality of content is difficult, search engines have a few tricks which help them to determine what people want.
Content is King
You may well have heard the phrase that content is king, provided you follow some of the basic rules you can set the foundation of your website for some great results on the search engines and consistent unlimited organic traffic. The basics are to keep the content unique, relevant and as engaging as possible, nobody wants to read the same content that they have read before, or content that is just fluffy content written purely to fill up a page. We highly recommend that you include relevant images, videos or infographics, these will increase engagement and make the content more popular, if it’s really great content you may well even attract a reference (link) from a 3rd party website which will help improve your SEO even further.
Quality content has these factors in common:
UP TO DATE
The website should look modern.
Use accurate, engaging and reliable information at all times.
Content must be simple to navigate and comprehend.
Information must be closely related to the keyword search, relevance is key.
The website must be built for current browsers.
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Using Links to Judge Quality
If content is crafted using the principles outlined above, the likelihood of people linking to your website increases. This is how search engines determine the popularity of a website. The rationale is simple – the more links to a website, the more popular it must be and the higher search engines will rank it.
How to Make Quality Content
Creating quality content that pleases people is essential to improving your website’s search engine ranking. Whether people are researching, purchasing, repairing or problem solving, your content must provide accurate information that engages and inspires. If you can do this, your website will improve its chance of ranking well.
How to Make Content Visible
Search Engine Marketers use specific strategies to ensure the content on your website is not only visible to search engine robots but relates to real people. Here are a few strategies Search Engine Marketers use.
Search engines only read content in HTML text format. Content not in this format is undetectable. A Search Engine Marketer ensures important content is in the HTML text section of your web page so it can be easily indexed.
Images, Video & Audio
Images can be indexed for relevance if a description is attached in the proper format. Similarly, video and audio files should be transcribed into words to help search engines analyse content.
What do People Search for?
Understanding your target audience will help you to develop excellent content. The list below indicates the different types of searches people typically engage in. Take a look and see if you can identify which type of search would be conducted by someone looking for your website. There may be more than one.
A direct search occurs when a person types a website’s URL directly into the address bar. These types of searches are highly targeted and do not provide the searcher with alternative search options.
Also known as informational searches, this form of searching generally involves quick queries and ego-centric searches. Examples include looking for traffic directions or international time zones.
These searches are primarily performed to further business goals. Examples include researching your competitors or finding information about importing goods into Australia.
A purchase search is conducted when a person either buys a product online or signs up for a trial. These examples extend to signing up to an email provider such as Gmail or searching for a restaurant with the intent of dining there.