Generate quality content
Posted: Thu Dec 05, 2024 6:05 am
Do you want to search for information? Buy a product? See a comparison of several products?
Depending on the user's objective, you should try to position them with one type of content or another, so that it perfectly meets their need.
For this reason, you should analyze what is currently ranking on Google for each keyword , and check that you can offer a similar and better result than the competition.
Search intent on Google
In fact, depending on the type of results we see on Google, we find three types of keywords:
Informative keywords : These are keywords where users search for information, and they usually position blogs, newspapers or digital magazines with guides or articles (for example, keywords such as “what is SEO” or “how to position on Google”).
Transactional keywords : These are keywords where users are looking to buy, which is why they usually position online stores with their catalogs, or service sales pages (for example, keywords like “buy white t-shirt” or “hire a writer”).
Navigational keywords : These are keywords where the user searches for a specific brand (for example, “Marketing and Web School”), so they will mainly position results from the official website.
By this, I mean that if we do not have content that is suited to each type, we will have a hard time ranking for any of these keywords.
For example, imagine I want to rank for “SEO consultant,” and all that appears in Google’s first results are sales pages for consultants.
I, however, don't have a sales landing page: just a guide on what SEO is.
In this case, then, I will be unable to position for that keyword, since I am seeing that what Google and the user want is not a guide, but a sales page.
Or if, for example, they rank blogs for a keyword, and I only have an online store with product catalogs, it will also be impossible for me to rank for those keywords without a blog.
One last example: if I want to rank for “Community Manager course”, and only pages with free courses rank, I will have to create a similar landing page to be able to rank as well.
Keywords in Google
For this reason, it is very important to analyze Google before we get down to work: we must identify what it ranks now, to check if we can make a space for ourselves, and how to improve what it ranks now.
Once the time comes to write content for a keyword, we need to understand what quality content means to Google .
Fortunately, there is a very interesting resource that reveals how to create quality content . In this resource, you will find a series of guidelines and questions that you can use to self-evaluate whether you are doing a good job with your content .
However, not everything is of equal costa rica email list importance when it comes to judging the quality of content, so I will summarize what I consider to be the most important factors for positioning your content on Google :
Original content , not copied literally from other websites.
Offer more and better information than the competition . That is, have added value compared to what already exists on Google (otherwise, why would they have to rank you first, if you don't offer anything new?).
If you are talking about studies or sensitive topics such as finance or health, it is advisable to link to official sources , such as patents, clinical studies or government pages where you have done your research.
Demonstrate that you are a trustworthy website , for example, by describing who wrote the content (with author biographies and their actual expertise in the topics they write about, or with an “About Us” page, or with HTTPS ).
Once the person has read the content, they should feel that they already know everything they needed . In other words, your content should be so useful that they don't need to visit another website.
By fulfilling these requirements, we would have quality content in the eyes of Google, although you can always visit the resource I linked above as a source to delve even deeper if you need to.
Depending on the user's objective, you should try to position them with one type of content or another, so that it perfectly meets their need.
For this reason, you should analyze what is currently ranking on Google for each keyword , and check that you can offer a similar and better result than the competition.
Search intent on Google
In fact, depending on the type of results we see on Google, we find three types of keywords:
Informative keywords : These are keywords where users search for information, and they usually position blogs, newspapers or digital magazines with guides or articles (for example, keywords such as “what is SEO” or “how to position on Google”).
Transactional keywords : These are keywords where users are looking to buy, which is why they usually position online stores with their catalogs, or service sales pages (for example, keywords like “buy white t-shirt” or “hire a writer”).
Navigational keywords : These are keywords where the user searches for a specific brand (for example, “Marketing and Web School”), so they will mainly position results from the official website.
By this, I mean that if we do not have content that is suited to each type, we will have a hard time ranking for any of these keywords.
For example, imagine I want to rank for “SEO consultant,” and all that appears in Google’s first results are sales pages for consultants.
I, however, don't have a sales landing page: just a guide on what SEO is.
In this case, then, I will be unable to position for that keyword, since I am seeing that what Google and the user want is not a guide, but a sales page.
Or if, for example, they rank blogs for a keyword, and I only have an online store with product catalogs, it will also be impossible for me to rank for those keywords without a blog.
One last example: if I want to rank for “Community Manager course”, and only pages with free courses rank, I will have to create a similar landing page to be able to rank as well.
Keywords in Google
For this reason, it is very important to analyze Google before we get down to work: we must identify what it ranks now, to check if we can make a space for ourselves, and how to improve what it ranks now.
Once the time comes to write content for a keyword, we need to understand what quality content means to Google .
Fortunately, there is a very interesting resource that reveals how to create quality content . In this resource, you will find a series of guidelines and questions that you can use to self-evaluate whether you are doing a good job with your content .
However, not everything is of equal costa rica email list importance when it comes to judging the quality of content, so I will summarize what I consider to be the most important factors for positioning your content on Google :
Original content , not copied literally from other websites.
Offer more and better information than the competition . That is, have added value compared to what already exists on Google (otherwise, why would they have to rank you first, if you don't offer anything new?).
If you are talking about studies or sensitive topics such as finance or health, it is advisable to link to official sources , such as patents, clinical studies or government pages where you have done your research.
Demonstrate that you are a trustworthy website , for example, by describing who wrote the content (with author biographies and their actual expertise in the topics they write about, or with an “About Us” page, or with HTTPS ).
Once the person has read the content, they should feel that they already know everything they needed . In other words, your content should be so useful that they don't need to visit another website.
By fulfilling these requirements, we would have quality content in the eyes of Google, although you can always visit the resource I linked above as a source to delve even deeper if you need to.