It has long been said that ‘Content is King’ when it comes to Search Engine Optimisation, but this has changed yet again just recently with Google’s latest Quality Guidelines. These guidelines do not directly affect SEO per say, but they do have an indirect impact and should therefore not be ignored.
The Purpose of a Page
This is the key element to bear in mind, as Google is always looking for pages that answer a question, or solve a problem. In other words the pages have a purpose and they fulfil it. The problem for Google is that it is difficult for a computer algorithm to tell if a page meets its purpose. Hence they use human evaluators to check on pages on the web, using this data to work out ‘automatically’ which pages are likely to meet their purpose.
An excerpt from these new guidelines
- Understand the true purpose of the page. Websites or pages without any beneficial purpose, including pages that are created with no attempt to help users, or pages that potentially spread hate, cause harm, or misinform or deceive users, should receive the Lowest rating. No further assessment is necessary.
- Otherwise, the PQ rating is based on how well the page achieves its purpose using the criteria outlined in the following sections on Lowest , Low , Medium , High, and Highest quality pages.
And a bit about what makes a page one that can be considered to be of High Quality
What makes a High quality page? A High quality page should have a beneficial purpose and achieve that purpose well. In addition, High quality pages have the following characteristics:
- High level of Expertise, Authoritativeness, and Trustworthiness (E-A-T).
- A satisfying amount of high quality Main Content, including a descriptive or helpful title.
- Satisfying website information and/or information about who is responsible for the website. If the page is primarily for shopping or includes financial transactions, then it should have satisfying customer service information.
- Positive website reputation for a website that is responsible for the Main Content on the page. Positive reputation of the creator of the Main Content, if different from that of the website.
Google can then check to see if the pages their human evaluators rate highly are included in the actual Google results. If not they know that their algorithm is not working optimally and can therefore make changes. This is all part of the Feedback Loop designed to continually improve the Google listings.
Content creation service for your website
So why is all this important to business website owners? Simply put, if a web page is seen by Google to fulfil a purpose, then it will rate it more highly than those that do not (this resulting in better Organic ranks and more traffic).
Perhaps more importantly, the viewers of the page (the businesses potential customers) will also like what they see and thus be more likely to contact or buy from that business.
What Rouge can do for you
As explained in our blog ‘The Art of Success in Website Design’ , our website creation process includes a step by step approach in which we discuss with our customers exactly what the website is supposed to do and how it fits in with their business model. In fact we go to great lengths to encourage our customers to give us feedback on the design and what purpose each area / page is to cover.
In those instances where our customers want their websites to do well on Google, we also offer an SEO service. The first part of this is all about finding what keywords people are searching for, and assisting in deciding what pages to create.
Once these target keywords are known, we can then decide what sort of questions and problems we want to answer and what data to provide to the websites’ viewers.
What is SEO writing
This is the stage that the content of the site is created, the pages being written with the questions it has decided to answer, or the problems that we want to cover. There is however another step in this process, because we are dealing with a computer algorithm (at least in part) we want to be able to converse correctly with Google.
This means that the right words are used (without stuffing the page with them of course), whilst ensuring that the reader can understand what the page is all about and that the purpose of the page is understood and fulfilled.
This process is quite complicated and involves the reverse engineering of pages that are currently doing well on Google (so that we know what Google likes to see) whilst at the same time using LSI to find all the words that are related to this area.
With the words known, our content creators can go to work, building the perfect page for your site, one that will not only enchant your potential customers but Google as well.
Content Marketing Examples
One example of content marketing can be found in our own blog, this one covering website design and some tips on how to create that perfect website. Here the purpose of the page is to provide information on website design, the title and the words used being tuned so that Google and any human reader is impressed and likes what they see.
Content creation is one of the hardest areas to complete
At Rouge, we know, from years of experience in building websites, that the creation of the content is one of the hardest areas to complete. Often we find the owners of a business don’t have the time to write any content or that what they do provide is not as good as it could be (in many cases they cannot see the woods for the trees and are certainly not skilled at SEO Writing).
Does this page meet its purpose?
We do hope so. The page’s purpose is to inform website owners of what Google is looking for and why having pages with great content is needed if top Google rankings are desired. The page also wants to show that Rouge can provide a top quality content creation service, whilst also providing all the keyword research needed.
So, now you know that Rouge offer this specialised content creation service, please do contact us if you want to know more. We’d be pleased to discuss your requirements.