How To Create Quality Website Content | White Whale Web Design

How To Create Quality Website Content

Published: September 20, 2018
Author: Martin Harvey

Whether your business in a small operation or a large enterprise, the term “quality” is an important aspect of your everyday operations. If it’s not, then this article is not for you.

Quality can be described as the degree of excellence or worth someone or something holds or conveys. You may use this term when talking about your products or services, your team or your mission statement. When meeting with a client, you may say “our product is of the upmost quality”. In a sense, the term “quality” can be used to establish trust or build loyalty between your business and your clients.

When we talk about creating quality content, we believe that every aspect of your website must exude the same degree of excellence that you put into your products or services. In a 2017 study , 77% of those surveyed said that they read through website content prior to making a purchase. That explains why in a similar study, websites with quality content had three times the conversions or sales leads than websites with low quality content.

What is Content Marketing

Content Marketing is a type of digital marketing that involves creating and sharing online materials such as blogs, images, videos, animations, and gifs. Content Marketing is not the same as advertising, and is not meant to explicitly promote a particular brand, but is instead meant to stimulate interest in a particular product or service.

Brand Awareness is key goal for businesses who invest in Content Marketing such as Coca-Cola amongst others. Brand Awareness is when a population becomes familiar with the distinctive qualities, colors or images of a particular brands products and services.

For example, when you think of Coca-Cola, you instantly think of red and white colors with the trademark Coca-Cola font. You may also imagine a polar bear or people drinking from the old-fashioned glass bottles. These images are strategically used by the Coca-Cola Company to develop brand loyalty.

Quality Content Marketing has the ability to develop strong brand awareness across a customer base or a greater population or demographic.

Content Marketing is also extremely cost effective. Compared to traditional marketing channels, content marketing on average costs 62% less and generates approximately three times more quality sales leads; that’s why over 90% of businesses use content marketing to drive business (link).

How Content Effects Search Engine Optimization

Everyday Google’s signature crawl-bot dubbed the “Google-Bot” searches the entire internet, including all 644 million websites and trillions of images, videos and words.

The Google-Bot’s mission is to crawl and gather the best quality content on the world wide web and organize it into the structured Search Engine Results Pages (SERP) we see when looking for a particular product, service or article.

To rate the quality of content they display to end users, Google developed and continues to tweak a proprietary algorithm, known by marketers as “The Google Algorithm”. This algorithm detects plagiarism and duplicate content within a website as well as tracks how popular the content is and how many websites link to the content.

It is important to note that Google doesn’t crawl the world’s websites, it crawls the world’s web pages. A website is the domain name of a particular brand such as, however a website can have a few or several thousand web pages with in one website. So, in terms of quality, each web page within your website should radiate the level of quality in which you want your brand to be known for and each web page should be focused on a particular keyword or idea.

As of 2018, Google crawls your website every 2-3 days looking for new or updated content. That is why websites that rank high in the SERPs on a regular basis are always growing and being updated on a regular basis.

Content Quality vs. Content Quantity

Two questions I get asked constantly are “Is it better to write one awesome blog every two weeks or a standard quality blog every week” and “Is it better to write one long blog post or several shorter blog posts”.

The answer to both of these questions can be summed up into one simple explanation:

“The root of outstanding content is simple. Its about serving your customers and meeting THEIR needs.”

Google doesn’t officially publish specific word count limits or guidelines for businesses to follow, however Google has stated that the length of a blog or article should be long enough to completely answer the question or describe the idea or concept with complete detail at a reading level that the ideal customer would understand. These are broad guidelines, because every website should be completely unique to the clientele that are serving.

Although Google only gives us very broad guidelines, Backlinko and Hubspot have completed several content analysis exercises that help us understand Google’s Algorithm a little better.

When it comes to how many blogs your business should publish every month, we turn to the content analysis study completed by Hubspot.

Impact Of Monthly Blog Posts On Inbound Traffic Graph

As you can see from the graph above, a website will generally receive about 100 visitors every month. Depending on the industry, the age of the company, brand awareness and several other factors, this number can vary.

According to this study, 1-4 blogs published every month has little effect on the number of users visiting your website, however every published blog after has a significant effect of the number of users visiting. According to Hubspot, businesses that publish 16 or more web pages of content every month receive over three times the traffic than websites with little interaction and updates.

However, HubSpot’s content analysis study does not take into consideration the quality of the content being viewed. That’s were Backlinko’s content analysis study comes in.

Content Total Word Count Graph

According to Backlinko’s content analysis study, the link receiving the top position in the Google SERPs have about 1,950 words, where the second position averages about 2,000. It is assumed that web pages with more words have more details than content with less words. Interestingly enough, the average web page that ranks on the first page of Google (top 10 positions), has at least 1,750 words. This study reiterates that quality content tends to rank higher and more often on the search engines for all industries.

Quality Keywords

Keywords are ideas, concepts or words that define what your web page (not website) content is about. Keywords are found everywhere including titles, links, body paragraphs, URLs, meta descriptions and header tags.

Quality Keywords Example

When writing quality content, determine what words you want that web page to rank for in Google. Use those words naturally in the content, and be mindful to also include those words in the web page title tag, URL, description and header tags.

Keyword Value

A keywords value is based on the amount of traffic searching for that specific keyword every month and how many websites are competing to rank for that keyword.

When determining what keywords, you want each web page to rank for, consider how competitive that keyword is on the internet. What types of blogs or articles appear when you search that keyword in Google and what content will you bring to the web that is not already there?

For businesses in competitive industries, consider “long-tail keywords”. Long-tail keywords are a string of words that someone would search for to get a more specific answer. Long-tail keywords can also be questions that are asked in the search engines.

For example, the keyword “Web Design” in August of 2018 was searched 49,500 times; this is considered a highly competitive keyword. However, “Web Design Atlanta” was searched 1,900 times; this is considered to be keyword with medium to lower competition. By focusing a web pages content on “Web Design Atlanta” rather than just “Web Design”, the chances of the web page being ranked is greater.

How To Choose Blog Topics

The easiest way to get 5-10 quick blog topics is through the “They Ask You Answer” method. We have written a separate blog detailing the important aspects of this method here.

Several free sources are available on the internet including:

Answer The Public


Quality Content Guidelines

  1. Blogs should always have more than 500 words, but for SEO purposes, you should aim for 1,700 – 2,000 words.

  2. Determine what keywords you want to rank for before writing the blog; each web page should only focus on 1 – 3 keywords. To determine keywords, think about what people would need to type into Google’s search bar (keywords or questions) in order to see your link.

  3. Use keywords naturally. Keyword Stuffing is a difficult violation for Google to catch, but when they do the violations can have serious impacts.

  4. Give credit to sources when you use content from their website. Credit them through an embedded link. You do not need to credit them via MLA or APA format rules (author, page) unless the content is from a non-web-based source.

  5. Write at a 7th grade reading level. If you have to use abbreviations or “jargon”, write out the abbreviation and explain the jargon at a 7th grade reading level.

  6. Grammar solidifies the relationship. A website with misspelled words, or bad grammar is less likely to be trusted by the user. Always have someone read over the content for a second opinion. If another person us not available, read the content out loud as if you were reading a speech.

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