Google hires many “Quality Raters” whose job is to evaluate (you guessed it) the quality of their search results. These Quality Raters have a lengthy document of ‘quality guidelines’ that outlines precisely what Google considers to be good, quality content. You can find the full version of the Google Quality Guidelines document here, but if you’re in a rush, see below for a quick breakdown of 3 important points to take away from it:
#1 – Comprehensive Content is Key!
Google’s mission is to offer concise, relevant answers to a searcher’s question as fast as possible, so it’s no surprise that the quality guidelines state that an unsatisfying amount of content is an appropriate reason to give a low quality rating to a page. Therefore publishing in depth, comprehensive content is more likely to gain you higher ranks in Google. Ensure that you cover 100% of the topic in question with relevant, rich content.
#2 – Avoid Keyword Stuffing!
This is a given, but it’s interesting to note that keyword-stuffed content is placed in the same category as poor quality content – i.e pages that have been created with little effort, manual curation, expertise or that which gives no added value to the user. Therefore even if your content follows point #1, if you stuff it with keywords you have spoiled what would otherwise be a great opportunity to rank highly in Google.
#3 – Clickbait Is So Last Year!
As stated in point #1, Google’s aim is to successfully serve a user with the relevant content they are looking for in a swift and precise manner. Clickbait titles throw a spanner in the works, and users will often find that they click a result only to discover that the page they land on isn’t entirely relevant to what they’re looking for. Whilst clickbait may work in the short term, users will quickly realise that they’ve been tricked and may never trust your content again.
In summary, the old myths of having a regularly updated site with x amount of pages have been busted here, as the quality guidelines don’t mention them at all. What’s important to remember is to instead publish quality content in line with the above points; don’t just pump out junk pages on a regular basis and expect Google to hand you a high rank on a silver platter!