How to write quality content for the web

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To be competitive from an SEO point of view, the content published online must be of quality. And peeking at the first SERP results for any kind of research (be it recipes or parquet polishing guides) can help you understand how those texts are created and curated.

Basically, quality content is defined as content that has the ability to engage and be useful to readers. But if you don’t take the time to understand which audience you are targeting, the user experience and the relevance of the texts you are writing, readers will hardly be able to find them interesting, as they will struggle to find them first of all.

So: how to write a good text? Here is some useful information not only from a stylistic point of view, but also from a technical and editorial point of view, and 5 tips to ensure that quality content is seen, shared and appreciated by a wide audience.

1. Put a lot of focus on E-A-T

It is among the guidelines drawn up by Google to check that the search results really respond to the search intent of each user: E-A-T is the paradigm that quality raters rely on and which copywriters must also rely on for their work to be considered. good quality.

The paradigm is aimed at all marketers, regardless of the industry in which they operate. It provides the basics to follow in order to be able to send Google the right signals so that the search engine understands that the text is really aimed at establishing a relationship of trust with the reader.

E-A-T stands for Expertise, Authoritativeness and Trustworthiness:

  • Experience: refers to who created the content – with what skills does the author talk about a particular topic? Readers prefer to get medical advice from industry professionals, or read a mortgage overview written by an experienced financial advisor;
  • Authority: it relates to the reputation of the brand and its qualifications in the industry. When other authors belonging to the same branch as you publish content about your business, you gain a lot of recognition, but also prestige. In addition, the authority of your site grows and becomes more competitive on the SERP;
  • Trustworthiness: it concerns the transparency of a company and its ability and commitment to make sure that the contents are always up to date and that the information is accurate and accurate. Supporting texts by citing sources, for example, is a strong sign of content authorship, and providing contact information is the clearest way to present your brand as worthy of readers’ trust.

Writing quality content that respects every point of the E-A-T paradigm is not only a way to satisfy the dictates of Google, but also represents a template to follow when presenting your brand to consumers.

2. Make sure the text is as relevant as possible

It’s not hard to find completely irrelevant branded content on the web – especially on social media. This can happen when, for example, a company tries at all costs to fit into the trend of the moment – whether it’s an event or a meme, but the link is thin, inconsistent. Moreover, publishing branded content that is not inherent to the sector in which it operates or to the sphere of influence can have negative effects on the visibility of the brand on Google.

No matter how niche your core business and your products may be, your content must cover only this area of ​​interest – and it must cover it all. It is important, in fact, that all your users can identify themselves in the texts you publish and find them relevant to the product or service you offer: whether they are regular customers, or whether they are someone who is still at the beginning of the sales funnel. The Google SERP gives the possibility to really deal with every issue from a multitude of points of view: the snippets and the “People Also Ask” section are very useful tools to understand what the public wants to know about certain products, industries, brand – and Answer The Public can also be added to these.

It is possible to answer questions from the audience, among other things, not only in written form: in the DIY sector, for example, users may be more likely to open a YouTube video in which it is shown step by step which steps fulfill. On the other hand, academic issues treated with great depth can reach the public in the form of podcasts.

The relevance of content also increases the time spent on the site on which it is published – which is another important signal to give to Google to prove that they are worthy of the prominent position that is held on the SEPR.

Only after capturing the interest of readers with well-written and relevant content you can evaluate the possibility of passing the word on to someone outside the brand – with an influencer content strategy, or with an outreach strategy.

3. Be clear about the search intent

The one just described, that is relevance, is a characteristic of quality content that is closely linked to another fundamental aspect that copywriters must absolutely take into consideration: knowing what readers are looking for and want to know. The research intentions can be the most disparate. Just think of when you Google a generic word by itself, such as “pizza”: the reasons behind the search could be:

  • The desire to have one delivered to your home for dinner;
  • The desire to find the recipe to make it at home;
  • The curiosity to discover the history of the dish.

And the list of examples is long. For this reason, those who find themselves having to respond to searches must structure the production of information to ensure that they are found when the user’s search intent is precisely what the brand wants to position itself for. How? By doing an in-depth and careful search for keywords to write texts based on the intent of visitors to cook the pizza themselves or, rather, to have it delivered directly to their home – continuing with the example of pizza. The clearer the way you define and describe what kind of precise link your site has to pizza, the safer Google will be in telling users that yours is the link to click to find certain information.

4. Focus on completeness and depth of content

The search intent of users also shapes the depth of the content. Performing precise keyword and in-person marketing research means being able to build around a single search intent – and that’s the only thing the text page has to answer.

In the SERP, Google shows much more than blocks of words: boxes, videos and shortcuts to product pages can also appear. This gives the opportunity to present in-depth content in different ways that are all able to capture attention.

It is also important to work carefully with the links between the internal pages of the website: it clearly indicates where it is possible to find certain information related to the primary search intent and uses internal links and plays with the CTAs – inform yourself well, first to sell.

5. Design the User Experience carefully

With the most recent update of the Google algorithm, it has become very clear how the search engine rewards sites that can provide an excellent page experience: guaranteeing readers a linear and intuitive browsing experience translates into better positioning.

Remove intrusive pop-ups, make sure your site is mobile-friendly and remember that from May 2021 even more technical aspects such as loading time, visual stability of content and ease of interaction with them are ranking factors. Design the page experience and accessibility of your text with the same care and attention that you place in the drafting of quality content.

We have compiled a list of 5 tips for you on how to write quality content for the web, but know that none of the information above will take you to the top of the SERP alone overnight. We are sure, however, that we have taught you something about how to write a good text that is not only able to represent your brand, but is also able to engage readers and satisfy their research intent. Discover our services and do not hesitate to contact us for more information!


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