The quality of content on a website

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The quality of content on a website – how does Google evaluate the value of texts?  

With the growing importance of content marketing comes the quality of content i.e. entries that are being regularly posted on websites. The owners of online services should be able to meet the needs and expectations of internet users and supply them with invaluable, useful texts that are informative and coherent. They should never be written in a cursory manner, nor should they be obvious and dull because that may frustrate the reader who dedicates his/her time to read through an entry. Rather, good quality content should be able to teach something new and always provide intelligible info.

Unfortunately, more and more often we observe poor writing online and frequent copying/reproduction of articles or their fragments and themes. Google strives to curb these negative practices, because to them online users are of utmost importance. This means that if a website advertised by Google is disappointing or produces unsatisfactory results, then it also impacts Google itself, and as a result your promotion and positioning on Google may be at risk. So we truly can’t stress enough how important the quality of content on a website is becoming, especially considering the SEO positioning process.

How does Google evaluate the quality of content on a website?

There are several factors that will impact the good content on a website. It is impossible to clearly indicate which of them is the most vital, although undoubtedly the uniqueness of articles, blogs or other online texts is treated by Google as a principal determiner. In other words, any replication or plagiarism is harshly penalised and content which is original is uplifted.

About the uniqueness and originality

A copywriter should avoid duplicating content and replication of concepts alike. Of course, it’s just impossible to present a given issue in a completely different light, especially if a given topic is a popular one on the www. But it is worth trying nonetheless; so write from your own perspective, and if you inspire yourself with another text, then rephrase absolutely everything. One can always gain inspiration online, but it’s vital that everything you or the copywriter have learnt is constructed from scratch in a unique, personal way. Originality is treasured by the Google search engine, who are an honest platform and want honesty on their platform alike. If your text is written well and created with passion and sense of one-of-a-kind spirit, then Google will appreciate it and thus your positioning will significantly increase. This is why the role of a good copywriter is essential if a website is being professionally positioned online.

Number of characters

content Google analyses the length of the texts. The best written pieces are those in which the number of characters exceeds 2500, preferably even 3000. Shorter texts are more difficult to index – search engine robots recognise that it’s difficult to include valuable and enticing content in a small amount of words nor to create an in-depth analysis of a topic. So if character numbers are low, the quality of content on a website will be deemed as inferior. Similarly, the visitors who enter the website may also judge the website – after all the expectations of modern internet users are very high. If the content is unattractive and it doesn’t convey what the user needs, then it’s very likely that they won’t recommend the site, share it nor visit it again in the future. But consistent user activity on your website and their power of recommendation is the most precious help you could ask for.


Google appreciates well formatted texts. The headings are paramount (H1, H2, H3), as is the division into paragraphs, bullet points, bold characters etc. These elements all combine to determine the visual traction of the text, and if all of them (or at least most of them) are present in a single text, then it’ll be envisaged in a much better light than a ill-written, bland chunk of text. After all, a formatted article is far easier to read than one that’s written in a straightforward block of text, even if the language is good!


content on your websiteKeywords should be seamlessly and naturally woven into a text. Articles are written for people and those who are even semi-competent in a language like English will immediately notice that there are morphological or syntactical errors in the writing, because of artificially-placed keywords or phrases. This will pull the reader out of the immersion and might even repel the user. Excessive accumulation of keywords is also a bad practice, because firstly, the text will be appear artificial – like it was written for the search engine rather than the user. Secondly, ironically it will appear negatively in the eyes of a search engine (this process is called keyword stuffing). Search engine robots detect text with a huge, unnatural number of keywords, especially if the character count is small. They may therefore treat it as spam, as punishment for attempting to deceive the algorithm. Therefore, it is best to keep moderation and balance when it comes to keywords and phrases. They should also be spread out e.g. one in the title, one at the beginning, one in the middle and one at the end of the article, but once again this depends entirely on the character count.

Frequent Updates

A website that’s been functioning for many years online may be in possession of a blog or a service forum that is filled with obsolete articles. It is worth to take care of updating them once in a while: adding new sentences, fresh information, deleting old (irrelevant) info etc. The quality of content on a website is highly determined by how fresh the text is, this means that regular updating and refreshment is key – especially because the ‘old-updated’ content may attract new visitors and readers, thus acquiring more comments, subsequent product reviews etc. basically communicative elements that will improve the website’s visibility online.

Use of internal references

The internal link system is another factor that search engine robots take into account when assessing the quality of web-content. Internal linking not only affects the visibility of the page in the search results, it also improves the process of finding relevant information on the website. So if you inter-link, you not only spare the reader time, but you automatically advertise more of your own content. Thanks to these links, the user can easily find similar articles or products and thus choose your business. Browsing the website this way will become effortless and leisurely. Because the last thing we want is for our website to leave the impression that it’s a chore to browse.

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