A Strategy for Creating Content that Ranks

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Sometimes quality content does not rank. Features such as depth, the authority of the author, how up to date the information is does not seem to matter. It’s not uncommon to see such high quality pages not rank in Google. The following is a strategy, a way of doing SEO, that in my experience ranking websites, has been useful to me for the past few years.

Reviewing the Definition of Quality Content

While quality factors are important to Google, in my experience, what is most important is how relevant that content is for answering the search intent that is latent within a search query.

There used to be a commercial for canned tuna featuring a tuna named Charlie. Charlie wanted to be selected by the picky and discriminating tuna company. So Charlie the tuna cultivates himself with fine clothes, a piano, and other signals of culture and good taste.

This is very much the position that publishers with high quality content can find themselves in. Focusing on traditional signals of “quality” is a good start. But there’s more.

Usually, what’s missing from a discussion about quality is the quality of how the content is useful to people who search on a particular search query.

Focusing on depth of content, how complete it is and so on can put a publisher in the same predicament as Charlie the tuna who was cultivating all the signals of good taste.

At the end of the commercial, a voice says, “Sorry Charlie. We don’t want tuna with good taste. We want tuna that tastes good.”

That is the position a web developer might find themself in. For all the wheel spinning about HTTPS and quality this and quality that, where was the focus on the person making the search query?

How to Write Relevant Content

In my opinion and experience, the better approach is to understand what those keywords mean to the people who are using them. This is what the meaning of relevance is today.

Relevance used to mean matching the keywords in a search query to content on a page. But for the past few…

 

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