Where a web page ranks in the Google search page (SERP) has a huge impact on the amount of traffic it receives. The higher it appears, more organic traffic you will receiveso it is essential to optimize the content, following Google’s quality guidelines, to always appear in the top positions of search engines.
Google wants quality content, created by experts, with attention to detail and that is truthful.
Many of the changes that Google implements in its algorithms they aim to ensure that content is the best it can be for users. If we follow these guidelines, we will be able to create content that ranks very well organically, which will make our pages and websites receive a lot of traffic.
In this article we are going to review how to create this type of content, avoiding penalties, creating fresh, evergreen and well-performing content.
Focus on quality content
One of the first things that we must be clear about is that Google does not like what is called «Thin Content«. The “Thin Content” is low quality contentthey are usually articles with superficial information, with a poor choice of keywords or with dubious techniques such as «keyword stuffing».
To position, we have to create high-quality content. Each topic that we will deal with must be explained in depth and must offer real value to the user.
How can we ensure that our content is of quality? First of all, you need to solve a problem or be of help to our users. It should also be created by an expert, it should contain reliable sources and, whenever possible, it should be regularly updated.
Experience, veracity, precision and detail
When determining the quality of searches, Google places special emphasis on the veracity and legitimacy of the pages, seeking to avoid content that is unreliable or contains information that has not been verified.
Google penalizes the content of pages such as «Your Money or Your Life» (YMYL), which are pages where the user is intended to spend money, as well as those that involve health issues. In this type of content, misleading or poor quality content can have very dangerous implications for the reader.
What content does Google classify as YMYL? News, government issues, legal and financial information, online shopping, and health or medical issues.
These types of pages are more closely monitored by Google and the quality guidelines are applied more severely. As we have said, this type of content poses a greater danger to the user, since they could lose their money in investments or expenses, as well as put their health at risk by following bad advice read on a web page.
ideal is avoid this type of content. However, if we have to deal with this type of topic, we have to analyze each content in depth, consult with experts and use and link to reliable sources.
Analyze the competition
If we want to appear in the first positions of the SERP, we have to know the contents that are already positioned on that page.
This content from the competition can offer us a good guide of what the audience is looking for, what the content they like is like, what are the keywords that best position and, most importantly, we can find unanswered questionsthat allow us to expand our own text and make them better positioned.
Although many tools can be used to analyze this content, it is enough to read the content and analyze what they are doing well, as well as any errors or deficiencies, something that we can discover by reading the comments of the users and looking for any frequently asked questions among them.
Consider the search intent of users
By adjusting our content to the search intent of the audience, we can improve the user experience, something that Google takes into account, which improves our SEO positioning.
We have to create specific content for each stage. For example, for informational searches, we can create content that contains examples of use of a product, as well as guides and tutorials. On the other hand, for transactional searches, it is best to create content with coupons, discounts and special offers.