Google favors "quality content." That's what the search engine optimization (SEO) experts will tell you.
Great news, right? Because your content is super special. Your mom told you so. Everything you do is wonderful.
If you're in the business of producing content, though, your mom's word might not be good enough for Google's search algorithm. You might need to get a firmer handle on what puts the "quality" in the quality content.
First of all, contrary to prevailing wisdom, some SEO experts—like Sahana Jayaraman, head of digital and content marketing at Eastwick Communications—counsel PR pros and marketers to produce longer content and forego the sneeze-and-its-gone snackable, bite-size bits. Longer content, provided it's of high quality, has a positive relationship to higher search rankings, Jayaraman says. More depth means getting into a topic fully. When your content has more depth, the more unique it is and the more it will answer search queries, driving more traffic to your site.
As for the thorny issue of quality, Jayaraman suggests asking yourself these eight questions to learn if it's not just your mom who thinks you and your content walk on water.
- 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?
- Does this article have spelling, stylistic or factual errors?
- Does the article provide original content or information, original reporting, original research or original analysis?
- Does the article describe both sides of the story?
- Does the article contain insightful analysis or interesting information?
- Would you expect to see this article printed in a magazine or book?
- Are the pages produced with the great care and attention to detail vs. less attention to detail?
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