Creating High Quality Content for Visitors and Making it Google-friendly

Murat Yatağan06 December 2016

International SEO Consultant, Ex-Googler, Startup Co-Founder, Advisory Board Member, UK Search Awards 2016 Judge, MENA Search Awards 2017 Judge, MSc Computer Eng.

Twitter ID: @muratyataganLinkedin: https://www.linkedin.com/in/yatagan https://www.mentalup.net/

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Definition of HQ Content

The definition of high quality content changes depending on …

But …

1. Niche2. Industry3. Type4. Target audience

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Elements of being defined as HQ

There are many common elements that are reliableand

consistent indicators of quality;

● appropriate length● rich use of media● coherent/trustworthy● proper format● readable

● expertise to be authoritative● credible author● actionable (shared, linked to)● commentable● providing value

Why HQ?Not only because Google says so,

but it’s the only way to provide best experience to the reader/visitor/user.

So high quality content needs to focus on user and be Google-friendly (in other words, be in compliance with Google’s Webmaster Quality guidelines).

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Create an experience not only a pageThe key to creating a great website = to create the best possible experience

for your audience with original and high quality content.

If people find your site useful and unique, they may come back again or link to your content on their own websites.

Power of HQ Content?

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I want more traffic!!1

Once again:

These can help attract more people to your site over time.

● Useful Content● Unique Content● Returning visitors● Managed user expectations● Links to your content

Acquire links w/ HQ Content

Manage user expectations

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Don’t!

Creating poor content (like scraping, spinning, patching from here and there etc.) will only result in a waste of:

Most probably, not gonna rank well.

● Time● Energy● Resources

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How to create better content?

As you begin creating content, make sure your website is aligned with these 5 principles of great content:

Now, let’s have a close look at these factor.

● Useful and informative● More valuable and useful than other sites● Credible● High quality● Engaging

Useful and Informative

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Useful

Let’s say you’re launching a site for a restaurant, you can include:

Your page needs to provide a complete + comprehensive description of the topic.

● The location● Hours of operation● Contact information● Menu● Blog to share upcoming events

More valuable and useful than other sites

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More Valuable

Let’s say you write about how to rent a car, make sure your article provides:

more value or a different perspective than the vast amount of articles on the web on car rental.

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Research and Repeat

To achieve this, you have to stay in research mode at all times:

Do SERP analysis for relevant KWs and

browse web for reference materials.

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More Valuable Than Others

Ask yourself:

Are the topics driven by genuine interests of readers of the site

or

does the site generate content by attempting to guess what might rank well in search engines?

Credible

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Credible

Show your site’s credibility by using original research, citations, links, reviews and testimonials.

Boost your site’s trustworthiness and reputation. Ex:

● An author biography● Testimonials from real customers

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Credible

Ask yourself:

Is this article written by an expert or enthusiast who knows the topic well

or

is it just more shallow in nature?

It is very significant to be sure that the page provides substantial value when compared to other pages in SERP.

High Quality

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HQ

Your site’s content should be: unique, specific and high quality. NOT mass-produced or outsourced on a large number of other sites.

Keep in mind:Your content should be created primarily to give visitors a good user experience, not to rank well in search engines.

NO duplicate, overlapping, or redundant articles on the same or similar topics with slightly different KW variations on your site.

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HQ

Make people trust the information on your page.

Don’t make your page:

● Short● Unsubstantial● Lacking in helpful specifics

Engaging

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Engage

Bring color and life to your site by adding images of your products, your team, or yourself.

Add other sources of rich media, like:

Engage visitors by interacting with them through regular updates, comment boxes, or social media widgets.

● Videos● Infographics● Original research● Original analysis or reporting

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Engage

Make sure your visitors are not distracted by spelling, stylistic, and factual errors.

So, check your content two times, three or even more.

An excessive amount of ads can also be distracting for visitors.

Get rid of Low Quality Content

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Less low Q = More high Q

Low quality content on some parts of a website can impact

the whole site’s rankings.

1. Go ahead and identify low quality and dead weight pages.2. Remove, merge or improve their content of individual shallow pages into

more useful pages. 3. Try moving low quality pages to a different domain.4. Eventually they will help the rankings of your higher quality content.

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Focus on ranking well for the long term. Easy gain does not have a long lifetime.

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Keeping up with the competition

The web ecosystem grows at a limitless rate, you always need to think about how to optimize your site.

Because you might not always be very lucky to see your competitors do not change any piece of content

on their site.

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Where is the SEO part?!

Your content can can only rank well if you comply with Google’s working principles and optimize your site and pages for them.

The best practices of SEO to make your site crawlable, indexable and

most importantly rankableare …

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… how?

● Having a good page load speed● Matching user expectations with title and description elements● Having 0 broken links● Describing and marking up your content● Creating an easier to navigate site● Optimizing your images● Making your site mobile friendly

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It’s a slippery slope to work on illicit techniques to manipulate search engines.

These techniques are called Black Hat, and most people think they will benefit from applying spammy techniques and get away with them. In the long run,

they will not help but hurt organic visibility of your site.

No Pain No Gain

Q & A

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