When you write marketing content having it appear in the search engines should be an important part of your online marketing plan. If you want your content to rank in search results Google suggest you answer the following questions about the page you are going to write.
In their own words:
…if you want to step into Google’s mindset, the questions below provide some guidance on how we’ve been looking at the issue:
- Would you trust the information presented in this article?
- Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
- Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
- Would you be comfortable giving your credit card information to this site?
- Does this article have spelling, stylistic, or factual errors?
- Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
- Does the article provide original content or information, original reporting, original research, or original analysis?
- Does the page provide substantial value when compared to other pages in search results?
- How much quality control is done on content?
- Does the article describe both sides of a story?
- Is the site a recognized authority on its topic?
- Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
- Was the article edited well, or does it appear sloppy or hastily produced?
- For a health related query, would you trust information from this site?
- Would you recognize this site as an authoritative source when mentioned by name?
- Does this article provide a complete or comprehensive description of the topic?
- Does this article contain insightful analysis or interesting information that is beyond obvious?
- Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
- Does this article have an excessive amount of ads that distract from or interfere with the main content?
- Would you expect to see this article in a printed magazine, encyclopedia or book?
- Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
- Are the pages produced with great care and attention to detail vs. less attention to detail?
- Would users complain when they see pages from this site?
A lot of these points/questions seem to make common sense and some of them appear quite leading… and that’s no accident. These questions are what Google want you to be concerned with when writing content rather than focusing on keyword density, sales speak and and volume of articles.
These questions give you an insight into how at least a part of Google is working these days. The Google Panda update (an update made a full year ago now) tried to remove shallow, spam or generally low quality content from the web. Since then if you are writing content you had better take notice, keep duplicate content and ads down as well as writing quality.