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Online trust, Google's view on quality of content and how you can use this to benefit your own site


1. Trusting the site before trusting the content

Before knowing whether or not a site is useful, you ask yourself a few questions. How believable is the site that you have found the content you need on? Can you use this site to help you or is it wasting your time? Does the information you are reading sound true? This can often be difficult if you are not a subject expert, however here are a few more ways to help narrow that down.

2. Article Accreditation

Can you see who wrote the article? Can they be accredited for their work? This often allows you to know whether or not the content is a copy and paste job or whether people often come to the site to use the information. If you see multiple articles with accredited authors you probably have a site where users often visit. However if you have a site where the articles are short, there’s no source relation, there’s no linking or mentions of accreditation then you most likely have a low-quality site on your hands and should avoid.

3. Spelling, Styling, Facts

One of the easiest ways to discover whether you are using a dummy site is to have a quick read over, if you start noticing spelling mistakes, styling errors or the facts don’t add up. Then you should probably avoid this site. Google knows that good, authoritative and useful sites are managed correctly with neat styling, correct grammar and spelling, it knows that grass is green and when somewhere tries to tell it differently, they are greatly penalised.

4. Bias

The saying "there’s two sides to every story" couldn’t be more true. Does the content describe both sides of a story, does it give you facts and figures to allow you to make your own decision, or does it sway you to a certain point of view? This can often help identify the usefulness of an article, is it swaying you to make a decision on something, or is it simply informing you to make your own decision?

5. Offline

Would you expect to see this article in a printed magazine, encyclopaedia or book? If so then you most likely have good quality, resourceful content.

6. Sharing

Is this the sort of page you would bookmark, share with a friend or recommend online? Would somebody else find it as useful as you did and share it themselves? If so then you have good quality content.

7. Design

Does the design captivate you? Usually if the design of a site looks great and you're visually pleased then they have spent time and money on a designer to get it to this level. When a site is well designed it has a lower bounce rate, it has increased page views, visitor’s time on the site is increased, you earn more links as people want to become a part of this and it establishes trust. All this builds rapport and increases traffic to the site.

8. Depth of Content

Often people think that length is the answer with building good quality content. However quality over quantity is key here. Word count by itself is a terrible metric to strive for, depth of content however helps you rank in several ways.

• It adds uniqueness which avoids content duplication and repeating yourself through different points and examples.

• Deeper topic exploration makes your content about more than just what the content should be covering, giving you allowance to expand and link outwards.

• Quality content is correlated with more links and higher rankings throughout. Google representatives have said on record that a couple of sentences is sometimes sufficient. But in reality a couple hundred words is much safer.

• Long tail opportunities, the deeper your content goes into a topic, the more the content becomes 'about' something. The more the content becomes 'about' something, the more search queries it can answer. The more search queries you can answer, the more traffic you can earn.

• Google’s crawlers are continuously reading content determining the relevance of the content to the search query. This means they sweep through everything; paragraphs of text, images, subject headings, meta descriptions, links to and from pages and much more. Everything they need to determine whether you are worthy of answering that search query or not. More in-depth content with everything done correctly sends more relevancy signals boosting you up.


Posted by: Ben Whitehead on August 31st, 2017 @ 12:19 AM

Tagged with: Content marketing Google Optimisation Website content

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