When it comes to pleasing Google and attracting an audience, content is still king. But do marketers really understand what type of content is the king of them all?

According to Google Search Guidelines, released on December 17 2015 and updated in April 2016, pages that rank the highest in SERPs include those with high quality main content that shows: a high level of expertise, authoritativeness, and trustworthiness. Aka E.A.T, it’s Google’s new short and sweet name for what high-quality pages need.

Why quality content is so important

It will affect your ranking on Google. As described below, quality content helps to improve the chances of being found online among the sea of content that already exists.

Fresh and relevant content that focuses on your audience and includes the appropriate keywords and includes back links to credible websites will rank well in Google search results, meaning that it is important to focus on these key aspects when crafting your content.

It converts visitors to customers. Quality, relevant content is more likely to ensure a sale or signup if it instills a sense of trust in your users and gives them the knowledge they need to make a decision and follow through with an action.

It markets itself. Quality content that is interesting, informative and engaging to your visitors is more likely to be shared than content that does not make an impression at all. Users share content that’s valuable to them, or they think will be valuable to their friends, and that they do not mind being associated with.

What counts as quality content?

Quality content conforms to Google’s “E-A-T” guidelines for the main content (MC) of website. Though they are closely related, let’s look at them individually.

Expert means your content is created by an expert in the topic you’re writing about. This is especially true for websites that Google calls ‘Your Money or Your Life’ (YMYL) pages that publish medical, financial or legal information.

Hobby pages or those offering information that affects a person’s health, happiness or wealth also should be written by accredited, qualified experts.

By adding the author’s credentials, or if the writer interviews experts on the topics and inputs their qualifications, the content will also more likely be viewed as ‘Expert’.

Authority builds on employing expert writers, but it’s also bolstered by community or forum discussions around your topic and the quality of the conversations. Detailed reviews and real-life experiences are also counted as authoritative pages.

Trust is earned when the above criteria are met, but also relies on detailed About Us, Contact Us, Terms and Conditions and Privacy information pages as well as security certificates for financial transactions.

Trust is further fostered by citing or referencing credible and relevant sources and, when linking, ensuring those sources are also trustworthy.

It’s also obtained by including the names and bio links of authors and contributors.

By being transparent when users sign up for services, purchase goods or download papers, websites can also maintain a good level of trust.

In a nutshell, Google says that “websites need enough expertise to be authoritative and trustworthy on their topic.” So you see how the three anchor content markers are interlinked.

Google has done the world a favour by insisting on quality content so that users don’t land on low-grade pages that don’t comply with E-A-T guidelines. It’s up to publishers and content marketers to rise to this occasion.

Need quality content?

That’s our specialty here at Zeentree. We employ a wide range of experts that can write and create expert, authoritative, trustworthy content for your brand at hugely competitive prices. 
Contact us right away to get your brand found by millions of users in your target market.


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