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How to create high quality content

How to create high quality content

If you want to rise above the competition in the SERPs, all you have to do is publish high quality content.

Sounds easy, right?

However, there are a few issues with this. Everyone thinks their content is the highest quality out there.

Also, high quality content is perhaps one of the most difficult aspects of SEO to define. Too often people are focused on all the wrong things like e.g. Word count, keyword density (moan!) Or formatting.

Content marketing strategists constantly tell us that “content is king” and that is crucial for SEO.

But what does that really mean?

What is high quality content?

In short, high quality content reaches its marketing goals. That is also:

Comprehensive.Useful.Useful.Pedagogical.Precise.The best answer to the applicant’s query.

Perhaps your primary focus is on increasing the number of social shares on Facebook. If your content connects to your audience and gets more shares, it’s a success.

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But for another company whose main purpose is to generate more leads, the same content may not work well at all if it gets Facebook shares but does not attract new leads.

Does that mean this is low quality content? It all depends on who you ask.

Some of the most common KPIs for determining the value and effectiveness of your content include:

Ranking in the top three of Google for your target keyword (s). Increasing brand awareness and customer loyalty. Lead Generation and Sales. Improving clickthrough rates and lowering bounce rates. Increase overall web traffic through a strong overall presence in organic search results. Get social shares and visits to your site from social media platforms. Improving on-site conversions and bottom-line earnings. Attracting a number of relevant links from authoritative domains.

If your content achieves these top KPI goals, you are on the right track with your content strategy.

Top 10 ways to produce high quality content

Once you have set the necessary parameters to analyze the success or failure of your content marketing strategy, it’s time to start producing.

Here are 10 tips to keep you on track.

1. Know your search intent and call to action

Search intent is the reason why someone searches for information online.

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They may be looking for general information on a topic, looking for an answer to a question, looking for a solution to a problem, or looking for a product to buy.

Before you start creating content, understand how people find and use it, as well as what result you want to see.

Are you trying to sell a product or service? Do you want to build your email subscriber list?

How can your audience’s needs work hand in hand with your marketing goals?

All of this needs to be incorporated into your content strategy so that your call to action (CTA) can align with your content goals and user intentions.

Use proper formatting for readability

You want your content to be easy to read, not only for your consumers but also for search engines as they crawl, index and rank your site.

The way you format your content plays a big role in its overall performance. People browse articles, and therefore headings and subheadings, lists and small blocks of text divided into white spaces are easy to digest.

People do not respond well to giant blocks of text, and neither does Google.

3. See what’s in trend and create a backlog of content ideas

All content begins with a topic. The topic you choose can create or break the effectiveness of your content marketing strategy.

It is important to choose relevant topics that your audience will care about.

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Check with your competitors to see what kind of content they publish. If you’re like me and do not have the time or patience to do so, tools like BuzzSumo and ExplodingTopics can help you find popular topics.

When compiling your topic list, start filling out your editorial calendar to make sure you never find yourself in a moment for a new topic.

4. Do thorough research to maintain trust and authority

Consumer confidence in institutions and the media is at a very low level, according to the Edelman Trust Barometer in 2021.

It is more important than ever to ensure that your content is credible, which means you need to do thorough research and find data to back up your ratings.

Even if you write about your own personal experiences, research is still important. You will not risk losing the trust of your audience by presenting inaccurate information. Mention current and updated studies and data.

One way to keep track of all relevant updates is to set up Google Alerts for topics of interest. You can even do this with your own name and brand to respond quickly to online reviews.

5. Make topics unique by adding your own perspective

Mark Twain wrote,

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“There is no such thing as a new idea. It is impossible. We simply take many old ideas and put them in a kind of mental kaleidoscope. We give them a go and they make new and curious combinations. We keep turning and making new combinations indefinitely; but these are the same old pieces of stained glass that have been in use through all time. ”

The truth is, we always reuse content. But what makes it unique and worth reading is our own perspective.

Maybe that means injecting your infamous sense of humor into an article that would normally be a serious topic. Or weave personal stories and anecdotes through a piece of content.

With a little creativity, you can reuse content through your “mental kaleidoscope” and make it unique to yours.

Leverage your own experiences, surveys and data

Creating your own data and leveraging content that speaks to your experiences is a big plus for SEO.

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If your experiences are detailed, useful, and thorough enough, you are likely to get others to refer to them and include a quote back to your site.

Backlinks to credible sites can help give your SEO a massive boost.

Talking about your own personal experience, even if you dispute a popular opinion, also helps establish you as an authority figure.

You’re not just talking about another article you read – you can personally testify to a claim you make.

That level of authority makes people listen and take you more seriously.

7. Measure a sub-topic in a niche

To be fair, most of the topics we write about are technical sub-topics. But I recommend diving even deeper.

Why?

To start, you have less competition.

To target a broad topic, e.g. “Dog training” is too broad. There are lots of competitors fighting for that keyword.

My content becomes a little fish in the ocean, especially if I have just started developing my content strategy and have not had a chance to establish my site yet as a worthy authority.

However, narrowing the focus to “dog training behaviors” or “dog training commands” means I have a far greater chance of ranking on page 1.

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My site becomes a big fish in a small pond, and my content is targeted directly at people looking for specific information that I can provide.

There are lots of tools you can use to analyze keywords and topics. The example I used above is from Jaaxy.

Be sure to research whether sub-topics in your niche that are not regularly discussed will resonate with your audience.

8. Diversify with multimedia content

Visual content is easier for people to process and remember than plain text. Types of visual assets that well complement written content include:

Screenshots.Photos.Infographics.Charts.Videos.Gifs.Memes.

Using multimedia to improve your content can improve engagement and in many cases is an effective way to illustrate a point or give an example.

9. Review and edit before publication

If high quality is your main focus, publishing first draft without so much as a quick proofreading should not even be on your radar.

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This is where an editorial calendar can become a great asset. Use it to check deadlines and give yourself enough time to write an article, let it sit for a few days, and then come back and polish it up.

Do not push out hastily written, unedited content, and expect to maintain your high quality reputation.

Use analytical data to measure content performance and adjust your strategy

The proof of the success of your content will be in the numbers.

Even if you think you are producing high quality content, your audience may disagree. And if so, it does not matter what you think – it is the consumers who have the last word on what content is valuable and what is not.

Use your best KPIs, which we discussed at the beginning of this article, to measure how your content is performing.

See which topics work well and which have little or no traffic.

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This information gives you a basic roadmap for where your focus should move forward.

Conclusion

That’s an indisputable truth – if you want to stand out from the crowd of content produced every single day, you need to focus on quality.

It is one of the best ways to cement your authority within your niche, engage your audience with the topics that matter most to them, and set your site up for search engine success.

Creating high quality content is one of the most difficult aspects of SEO, but creating the best content you possibly can has been shown time and time again the best way to attract the most relevant audience.

Always strive to be the best you can be. You do not have to hunt for skyscraper content or 10X content, or whatever the latest buzzwords tell you to do. Just create content that is better than your nearest competitor.

Put yourself in a seeker’s shoe. If your article ranked # 1, would the searcher be happy with how this content answers their questions, solves their problem, and provides value and utility in their lives?

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Do not go hunting for algorithms … or waterfalls. Or something else. The secret behind high quality content is to write for your audience.

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Image credits

All screenshots taken by the author, July 2021

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