SEO & MARKETING

WHY IS QUALITY CONTENT SO IMPORTANT?

Sandra Winterfield, Inspired by Zeen, professional SEO & Marketer, USA, January 2018

Content marketing was rated as the most important technique for driving sales in 2017, according to Smart Insights. I almost hear those marketers shouting “Content is a King” again and again. But is it still true? Well, not quite. The essential part of this phrase is missing. Quality. Only “High-quality content is a King”.

What Quality Content means and why is quality content so important?

“High-Quality Content is a King. Without Content, you’d have nothing to deliver.”

Why quality content is so important

According to Google Search Guidelines, pages that rank the highest in SERPs include those with high-quality main content. The content that shows a high level of expertise, authoritativeness, and trustworthiness. Aka E.A.T, it’s Google’s short and sweet name for what high-quality pages need.
  • 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 backlinks to credible websites will rank well in Google search results. It is important to focus on these key aspects when crafting your content.

“High-Quality Content should be consistent and engaging. Create valuable content which is both entertaining and educating”

• It converts visitors into 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.

We live in the Inbound marketing world. Times, when you could attract Google and visitors with tons of irrelevant content, are far behind.

Content Marketing is strategic marketing and business process which focuses on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.

“Your content marketing should be Customer-centric, Relevant, Consistent and Engaging.”

• It markets itself.

Visitors will more likely be sharing content that is interesting, informative and engaging.  Content that does not make an impression? Never. Users share content that’s valuable to them, or they think will be valuable to their friends. They do not mind being associated with.

But what counts as quality content?

From Google’s perspective quality content conforms to Google’s “E-A-T” guidelines for the main content (MC) of the website. Though they are closely related, let’s look at them individually.
Google says that “websites need enough expertise to be authoritative and trustworthy on their topic.”
Expert means your content is created by an expert on 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 expert level.

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 kinds of 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.

Including the names and bio links of authors and contributors will also contribute to earning trust.

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

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.