In the contractor marketing industry, we’ve been hearing the same phrases about content for a half decade. Content is king. Google prioritizes content. SEO is the result of content quality. Despite this concept being pressed into our consciousness, it seems that Google has done very little to expand on its overarching philosophy. In 2017, asking 10 marketing experts to define quality content is likely to yield 10 considerably different variations. So what do we actually know about Google’s criteria for content? Let’s look to the source. Here are some instances where Google has provided public information on this subject:
Concept: Create Valuable Content
Source: Google Search Console Help
What it Says
Google lists several things that make up a valuable website. By their definition, a valuable website is:
- Useful and Informative
- More Valuable Than Others
- High Quality
This is probably the most concrete information Google has given us about this subject. Still, it lacks a certain tangibility. Terms like credible, and engaging, are at least somewhat subjective in the eyes of most. In the marketing business, we prefer something more concrete and measurable.
Concept: Webmaster Guidelines
Source: Google Search Console Help
What it says:
The Webmasters Guidelines say a lot more about what NOT to do, than they do about what to do, in regards to content. Content techniques to avoid include:
- Auto-generated content
- Hidden Text / Links
- Scraped Content
- Keyword Stuffing
Even when Google goes on describe practices you should follow, they are talking more about correction than implementation. For example they list removing hacked content, and removing user-generated spam as actionable concepts.
Concept: High Quality Content
Source: Webmasters Central Blog
The term high quality content is again thrown around as if it is an understood concept. This blog post does more condemning bad than explaining good once again. For example, to paraphrase the post ,it includes questions like:
- Are content topics driven by reader interest or estimated search engine perception?
- Is the content original?
- Does the content utilize quality control?
- Is the content mass produced or outsourced?
More of the same from the #1 search engine in the world. There are seemingly thousands of things that can affect content quality negatively, but the steps necessary to make positive adjustments remain an inexact science.
Based off Google’s own information, it seems that positive actions to take regarding content quality can only be determined through process of elimination. Contractor Webmasters will gladly assist you with this process. Based off the provided information, we believe web content should be:
- Grammatically Correct: This is a measurable concept, as grammar can be defined as correct or incorrect
- Conversational: Write as if you were having a conversation with the reader, if you wouldn’t phrase it like that out loud, don’t phrase it like that on your website
- Use Simple Terminology: Keep sentences and words on the shorter side, as you likely would in a conversation
- Build Link Text: Link text from your content to either relevant pages on your website, or reputable external web pages
- Consider Bullet Points and Numbers: Part of content consumption is visual, and sequences help people digest information more easily
While this may not completely describe Google’s definition of content quality, it certainly provides some tangible things that contractors can do to enhance their website pages. If you need assistance developing content for your contractor website, call Contractor Webmasters at 800-775-1250. We have a full staff of content writers ready to write for your website.