by • October 21, 2012 • Featured, Search Optimisation, Search StrategyComments (0)1162

What constitutes good content – for Google

Google’s view of good content:

The bullets are interesting when you try to think through how a bot may work them out…

  • Would you trust the information presented in this article?
  • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? (AUTHOR TAG)
  • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations? (SPAMMY ONSITE CONTENT)
  • Would you be comfortable giving your credit card information to this site?
  • Does this article have spelling, stylistic, or factual errors? (FACTUAL?)
  • 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?
  • Does the article provide original content or information, original reporting, original research, or original analysis?
  • Does the page provide substantial value when compared to other pages in search results?
  • How much quality control is done on content? (EDIT RATE?)
  • Does the article describe both sides of a story? (INTERESTING)
  • Is the site a recognized authority on its topic? (AUTHOR TAG)
  • Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
  • Was the article edited well, or does it appear sloppy or hastily produced? (GRAMMAR)
  • For a health related query, would you trust information from this site?
  • Would you recognize this site as an authoritative source when mentioned by name?
  • Does this article provide a complete or comprehensive description of the topic?
  • Does this article contain insightful analysis or interesting information that is beyond obvious?
  • Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  • Does this article have an excessive amount of ads that distract from or interfere with the main content?
  • Would you expect to see this article in a printed magazine, encyclopedia or book?
  • Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
  • Are the pages produced with great care and attention to detail vs. less attention to detail?
  • Would users complain when they see pages from this site?

For me the critical test is “Is this the sort of page you’d want to bookmark, share with a friend, or recommend?”.  Most SEO landing pages fail this test badly – and will be de-valued as soon as the algo figures it out. It also points to social media sharing as a direct factor ranking value.

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