The goal of Google’s automatic ranking systems is to provide trustworthy content that is primarily produced to help people in the top search results, not to improve search engine rankings. This article is designed to assist content creators in determining if they are creating such content.
Examine your own content
You can determine if the content you’re creating is reliable and helpful by comparing it to these criteria. In addition to asking yourself these questions, you may think about getting an unbiased opinion from someone you trust who is not connected to your website.
Analyze any dips you may have experienced as well. What pages and kinds of searches were the most affected? Take a hard look at these to see how they stack up against some of the issues raised here.
Content- and quality-related questions
- Does the article include original reporting, research, information, or analysis?
- Is the issue adequately, entirely, or thoroughly described in the content?
- Is there smart analysis or intriguing information that goes beyond the apparent in the content?
- Does the information that is based on other sources avoid simply duplicating or rewriting those sources and instead contribute significant originality and value?
- Does the page title or main heading offer a detailed, insightful overview of the content?
- Does the primary header or page title avoid being overly dramatic or shocking?
- Is this the kind of page you’d like to save, forward to a friend, or otherwise endorse?
- Would you anticipate finding this information published or cited in a printed magazine, dictionary, or book?
- When compared to other search results pages, does the content offer significant value?
- Does the content convey information in a way that encourages you to believe it, such as by providing clear citations, proof of the subject matter’s competence, or background information about the author or the website that published it, such as by links to those pages’ About or Author pages?
- Would someone who looked into the website that created the content get the sense that it is well-trusted or widely acknowledged as an expert on its subject?
- Does this content appear to have been written by a subject-matter expert or enthusiast?
- Do any easily verifiable factual inaccuracies exist in the content?
Questions about production and presentation
- Are there any grammatical or stylistic errors in the text?
- Does the content appear to have been rushed or poorly produced?
- Is the content distributed throughout a broad network of websites or mass-produced by or outsourced to a big number of authors, resulting in a lack of care or attention for specific pages or websites?
- Does the content contain too many commercials that interfere with or detract from the primary topic?
- When accessed on mobile devices, does the content appear properly?
Focus on content that puts people first
People-first content is written with the end user in mind, not with the purpose of influencing search engine results. How can you tell whether you’re producing content that puts people first? If you said yes to the following questions, your people-first strategy is undoubtedly on the right track:
- Do you have a target market for your company or website that would be interested in the content if they visited you directly?
- Does your writing clearly show first-hand experience and depth of understanding (for instance, experience gained from actually using a product or service or going somewhere)?
- Do you have a main goal or emphasis for your website?
- Will a reader believe they have learned enough about a subject after reading your content to aid in achieving their goal?
- Will someone who reads your content come away from it feeling satisfied?
Don’t make material that is targeted for search engines.
To succeed with Google Search, we advise you to concentrate on developing content that is written for people first rather than content that was written primarily with search engine rankings in mind. If you answered “yes” to any of the following questions, you should rethink your approach to content creation:
- Is the content primarily intended to draw search engine traffic?
- Are you creating a ton of content on a variety of subjects in the hopes that some of it would do well in search engine results?
- Do you use a lot of automation to create content across a variety of topics?
- Are you primarily summarizing other people’s arguments without really contributing anything?
- Are you writing about topics only because they appear to be trendy rather than because you would normally write about them for your current audience?
- Do people who read your content feel like they need to recheck their sources for more accurate information?
- Because you’ve heard or read that Google has a desired word count, are you writing to a certain word count?
- Did you choose to write on a specialized subject for whom you had no true knowledge primarily in the hope of attracting search traffic?
- Does your content claim to provide an answer to a question that is truly unanswered, e.g., by implying a release date for a good, movie, or TV program when none has been officially announced?
How does SEO work? That seems to prioritize search engines.
There are several things you may do that are designed expressly to aid search engines in finding and comprehending your content. This is referred to as “search engine optimization” or SEO in short. Best practices are covered in our own SEO guide. When applied to material that is written for humans rather than search engines, SEO may be a useful activity.
Learn about E-E-A-T and the quality rating criteria.
To rank quality content, Google’s automated systems are built to take a variety of variables into account. Their systems seek to prioritize the relevant content that appears to be most useful. To do this, they identify a variety of variables that can assist in identifying information that exhibits experience, expertise, authority, and trustworthiness, or what Google refers to as E-E-A-T.
The usage of a combination of variables that can identify content with strong E-E-A-T is valuable, even though E-E-A-T itself is not a distinct ranking criterion. For themes that might have a substantial influence on people’s health, financial security, or safety, as well as the welfare or well-being of society, our systems, for instance, assign considerably greater weight to information that coincides with strong E-E-A-T. These are referred regarded as “Your Money or Your Life” themes, or simply YMYL.
Search quality raters provide us with information on whether Google’s algorithms appear to be producing excellent results, which helps them check that their improvements are effective. Particularly, raters are taught to recognize strong E-E-A-T in content. Google’s search quality rater guidelines specify the criteria they use to make these judgments.
Reading the guidelines may enable you to analyze the E-E-A-T performance of your content, identify areas for development, and conceptually connect it with the many signals that our automated algorithms use to rank content.