What is quality content in SEO?

In a recent Google SEO office-hours webinar, Google’s John Mueller defined what quality content means, and he expanded on the common understanding of quality content.

In normal practice, a search engine optimisation (SEO) content strategy focuses on quality and improving this quality of content from an E-A-T (expertise, authoritativeness and trustworthiness) standpoint. However, Mueller expanded on this and stated that quality content goes way beyond the principles of E-A-T.

What is E-A-T?

E-A-T is an acronym used in the SEO industry that stands for expertise, authoritativeness and trustworthiness, which is used in the process that Google uses to rank webpages in the search engine results page (SERP).

Why is quality content important?

The quality of the content on your website can affect your websites rankings both positively and negatively. If your website has content that is untrustworthy, Google may not trust your website, and it can stop your site from getting any featured snippets in the search results. Therefore, if your website doesn’t have quality content, your site’s rankings can be affected, resulting in less people clicking through to your site.

How does Google define quality content?

Mueller explained that:

“When it comes to the quality of the content, we don’t mean like just the text of your articles. It’s really the quality of your overall website.”

This shows that making sure that all the content on your site is of a high quality, and making sure that your website is optimised effectively, is important.

Another important factor in ensuring content is rated as quality by Google is to make sure that your page speed is the best it can be, as this is used by Google as a contributing factor for checking if you have quality content.

If you want to improve the quality of your content on your website, speak to our team about our copywriting services, which include writing news articles and web copy. To find out more, visit our Content Marketing page.

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Jonathon Roberts

Jonathon lives and breathes marketing, boasting a degree in Business Management and Marketing Management and a diverse list of experiences both professional and voluntary. Having grown up in the thick of the digital and social media age, he has been quick to dive into online marketing and search engine optimisation in his career and spare time, spanning such fields as academics, local business and sport.

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