When adding content to your site, there should be a big focus on quantity over quality. It is more important to have valuable pages that show up high in search results then too have many pages that are often balanced from or ignored. As search engines have evolved, top sites are realizing the importance of that is not able to their audience. This idea of a focus on quality isn't new, but some websites aren't sure how to identify low quality pages.
Consider What is Important to Google
Google actually rank Pages based on how valuable they Dean's the content. In order to improve your SEO (search engine optimization), you need to consider the factors that Google algorithms are looking at to determine value. Here are some Google page quality rating guidelines you will want to follow:
Google looks for pages that have content different than other Pages. This goes beyond simple plagiarism and is actually determined by the structure and topics of your content.
You need to get high quality pages to link back to your content. This shows Google that your content is worth noting and other sites consider you an authority. You can encourage sites to link back to your content by including mentions of their brand or products, reaching out to ask them for a plug or offering unique research that other sites want to reference.
Spelling and Grammar:
Correct content is actually important to Google. There have been tests done to verify that Google will demote or remove your content if it proves to be inaccurate.
Use Alt Tags:
Google has no way to really see content that isn't text. This makes it very difficult for Google to include your images or videos in the search results unless you include alt text. Using alt tabs on your images and videos helps Google not only know what you are displaying, but shows Google that you are including relevant visual aids in your content to encourage engagement.
Outbound and Inbound Links:
Your page should not be a dead end. Google wants to see pages that take the visitors to other resources for value. Use inbound links with CTAs (calls to action) to increase activity within your own site. Link to authoritative references within your content to show your visitors that you are accurate in your information. Outbound links may seem counterproductive, but they are actually helpful if you are linking to the right sites. Obviously, don't link to competitors, but do linked to any resources that are considered an overarching authority in your industry.
Consider What is Important to Your Audience:
Your pages aren't valuable if your audience isn't interested, engaged and converted. In order to ensure value, you need to consider what your audience wants.
Answer Top Questions:
Determine if your buyer personas and look at the kinds of problems they are facing and questions they might have. You need to write content that is based on what your audience is going to be asking. Not only will using the right questions help you with SEO, answering real questions is going to lead people to your site so that they can find Solutions and answers. If your content is too vague, people will likely go elsewhere.
Branch to Related Topics:
You don’t just want to cover a topic in one way. Look for ways to branch off into very similar, but different, topics that your audience may find interesting. While an article on how pricing is determined for your service may be helpful, your audience may also appreciate how to cut costs or why they should hire one type of professional over another (and why they might want to pay more). Use your popular pages to help you identify topics that may be better fleshed out with additional content with slightly different angles on the same subject.
Keep Answers Up-to-Date:
You need to get rid of content that is out-of-date or no longer relevant. Don’t keep old pages just because it means a larger archive. You need your audience to know that when they are on your site, they are finding quality information. When something changes (industry standards, company policy, product lines, statistics, laws, etc.) get rid of the content or update it. You can always add a note at the top that says your content was updated to reflect the recent changes. You can also rewrite the content if you feel it is beyond a simple note.
Don't Assume - Ask:
Remember how you created those buyer personas and wrote content based on the problems and questions they might have? Well, make sure you aren’t just creating strawmen with imaginative problems. Ask your top customers through surveys, interviews or questionnaires. Talk to your sales team about what kinds of questions they are asked most frequently. Use real-life problems and questions to help shape the direction of your content and you will find that it will be valuable in helping your audience find what they need.
Create a Content Calendar:
You need a plan. Don’t just throw together content at the last minute or you will certainly struggle with value. Plan out your topics and outbound links in advance. Set up a calendar so that you can see what upcoming dates might affect your company or customers. Holidays are a great time to craft content geared toward seasonal problems, questions or topics.
Company events, product launches and policy changes are times when you may put out content that is more company-centric. If your team is going to a convention, attending training or holding a seminar, you can highlight it in your content.
On dates that you don’t have anything unusual happening, you will want to schedule content that you have already identified as potentially valuable and engaging for your audience. Keep an ongoing list of ideas and then pull from that when you need to schedule content.
Keep your content scheduled a month or more out and have content written in advance so you are always ready to post when the dates come.