More than ever, having great quality content has become essential to achieving great rankings in Google.

But what are the guidelines for ensuring that the content you’re producing for your site meets the required standards?

Here are5 top tips to help guide you.

1. Thin vs Complex

Understanding the difference between Thin content i.e. content that is lacking in insight, usefulness and trustworthiness and Complex content i.e. content that is written accessibly, intelligently and with usefulness in mind, is the starting point.

2. Getting the word count right

Whilst quality remains the key, and ensuring that your content is original, trustworthy and authoritative, there is a minimum recommended length to articles of at least 300-500 words

3. Don’t ignore longer articles

Recent research indicates that long-form content ranks the highest of all forms of content. It takes more effort, but be sure to include longer articles in your content strategy. The recommended length is between 750 and 2032 words, with 1600 words the middle-ground sweet spot.

4. Don’t ignore the value of each word and page

There are exceptions to the rules in 2 and 3 above – Google’s algorithms will still rank a short-content page highly if it meets the EAT (Expertise, Authoritativeness, Trustworthiness) standards. However, these shorter content pages are still ranked based on the general value of the site content i.e. the better the overall site content, the better for every page on the site.

5. Quality over Frequency

Creating valuable content that meets the standards outlined in 1, 2 and 3 above is more important than focusing on frequency. Just because you post often doesn’t mean that Google will rank you any better. Rather create evergreen content that continues to serve users indefinitely, and post new content when it’s relevant and informative.

For more guidance and assistance with your content strategy, get in touch with one of our Content Experts. Call us today on +44 1223 55 08 00.

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