May 13, 2019
The quality of your on-site content is undoubtedly one of Google’s core ranking factors; Google’s Panda algorithm update heavily focused on rewarding sites with high-quality content and demoting sites with low-quality, thin content.
Google prefers information-rich pages written for the user and will, therefore, penalise pages it thinks don’t provide enough value; therefore valuable user-centric content is essential to enable the opportunity of ranking well for relevant keywords, as well as aiding on-site user engagement and improving conversion rates.
Back in 2011, the same year that the Panda update was released, Google provided some guidance on which aspects need addressing for a website’s on-site content to be deemed “high-quality”.
In this blog post, I’m going to focus on the question that I think is arguably the most actionable and how you can address this to give your pages the best chance possible to rank highly in Google.
Evaluating websites which rank well for your target keyword(s) is the best place to start when putting together a content strategy to create a new page or update an existing one.
You should be looking at aspects such as:
For this example, I’m going to put myself in the shoes of Vodafone. Their iPhone X page currently ranks on the 2nd page for “iPhone X Contracts”, which is pretty poor considering how big, and relevant, the brand is. It isn’t for a lack of backlinks either; the page has a total of 63 referring domains.
In comparison, Mobiles.co.uk, a lesser known brand, ranks comfortably on the first page for “iPhone X Contracts”, with less referring domains than Vodafone (42).
However, in terms of content, Mobile.co.uk’s page includes an array of useful, informative and relevant content features such as:
The expert review here is great for users and for Google; it adds a level of expertise to the content while also being a very useful and informative feature for users in terms of helping them decide if the specific phone is best suited to them.
User generated reviews are great for keeping your content fresh and ranking for longer tail keywords, as well as being super valuable for users in terms of finding out the thoughts of “real” owners of the phone.
Mobiles.co.uk include a range of these feature sections (examples above). Extremely relevant; highlighting the key features for users as well as boosting the topical relevance of the page, something that Google looks for.
Supplementary content in the form of related blog posts are a great way to keep users engaged on your site while also providing a good opportunity in terms of internal linking to relevant guides and blog posts.
Vodafone’s iPhone X page offers nothing of the sort, in terms of unique content at least; the main content features are copy and pasted content from Apple’s iPhone X page (which is an issue in itself), with a very basic description of the specifications of the phone as detailed below.
Competitor content analysis is just one aspect to think about in terms of trying to make your content as high quality as possible. At the least, it provides a great foundation to work from. The next step would be thinking about what can you do to make your content better than your competitors. For any help with your onsite content get in touch with Blueclaw’s SEO team.