A few pointers for spotting the tell-tale signs of quality content
[Updated January 2018] There’s no “one size fits all” with content – there are so many different media, channels and strategies where quality written content is a vital component of a successful overall product that appeals personally to your customers. Google is also increasingly favouring quality page content with its algorithm (which directly affects your search ranking).
Having said that, here are 10 signs of quality content that apply right across the board. If you can tick these off, and their effectiveness can be confirmed by data, then you’ll be doing well. An attitude for accepting only the best is probably what characterises your audience, so it’s a sound ploy to adopt the best quality content as a standard working practice, too:
1. The website itself suits your business and is a top-quality design with great functionality and flow.
2. Your website is fully responsive for viewing on mobile devices. Half of your customers will vanish if the pages don’t load promptly on smaller screens. And I mean promptly – the attention span of someone searching online is about the same as that of a goldfish.
3. Your content is built upon sound research into the needs of your customers. Your content strategy may govern the deployment of your content. As one of your most precious business assets, it’s a good idea to document your strategy.
4. The content of each page on your website is based on a well-researched topic, with keywords, yet the content reads and scans naturally, with the key content above the fold.
5. The text employs headlines, bullet points, lists and subheads strategically.
6. There’s an interesting mix of media on the page, for example: text, quotes, links (to other parts of the site to benefit users, as well as external links where relevant), images with long captions, infographics, video.
7. The page text is an appropriate length overall. Search engines favour plenty of relevant text on your page.
8. The page is eminently scannable, and the text content is readable and easy to understand by your target audience.
9. The content is authoritative where it contains expert opinion or technical detail.
10. The page provides clear instructions to guide the visitor through a process – completing a purchase, for example.
11. If it’s a Contact page, there should be full details enabling a visitor to find and contact you.
The proof of the pudding …
The most important indication that you have quality content on your web page is that it gets results. The goal of content is to encourage your audience to engage with your business and make purchases. Without achieving desired goals, content has no meaning other than decoration.
Data will be able to give you insights into the performance of your content. Real quality content achieves your strategic objectives and conversion goals (what you want people to do when they have finished consuming the content, such as making a purchase, or signing up for mote content). The signs of success will be seen in data for every channel you distribute your content on, including:
- your pages rank highly in search results;
- achieve good engagement on social media;
- and convert well.
Get in touch to discuss how we can help you create quality content that gets results for your business.