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Google Says You Need Experts for Quality Content Writing

As we all know, Google is tight-lipped about their algorithm and ranking factors. They do this to avoid past SEO abuse, which has ranged anywhere from keyword stuffing in content writing to the more recent spamming semantic markup.

But since Google has started announcing updates and additions to their core algorithm, it’s about time they start sharing their criteria for quality content writing. This is why Google’s Search Quality Guidelines was finally released on November 2015 on their webmaster blog. (These guidelines were initially leaked, and eventually released by Google since most of the SEO community had already seen it.)

Looking at the guidelines, it’s clear what matters to Google when it comes to content writing. First, Google wants to give priority to content writing with a certain level of expertise. If the content has to do with health or finances, Google requires its Content Quality Graders to take extra care in making sure they are high quality pages.

Second, Google wants to provide the best user experience possible for the people searching on their search engine — which means, they want to direct their users to content writing that will provide them with the best answers.

Use the E-A-T Standard for Quality Content Writing

E-A-T, an acronym for Expertise, Authority, and Trustworthiness, is what Google looks for in high quality content writing. This is especially the case for pages that have advice on the following topics:

  • Medical
  • Financial
  • Well-being/Health
  • Hobbies (Like Sports, the Arts, and Outdoor Activities)

All of these topics require expert writers. If pages with these topics don’t have a certain level of complexity or expertise, Google’s evaluators will deem it low-quality.

An expert writer is not necessarily someone that has studied or worked in a field. It varies based on topic and context. For example, Google considers product/restaurant reviews to be expert content as long as it’s in-depth and helpful. Similarly, they consider certain community forums as high-quality. Quality forums generally have content from users with first hand experience. To make it clear: advice on a specific topic should come from an actual professional, but advice on life experiences can come from someone who has gone through it.

Here are some high-quality content writing examples Google provides:


Providing the Best User Experience

As we mentioned before, Google wants the best experience for its users. Since we’ve already been given tons of on-page feedback on content size and page speed specifications, we will need to start focusing on other nuances of the user’s experience.

1. Optimize Content Writing For Device Types

Google released Mobilegeddon last year, and hit us with a reality check — we had to make sure our websites were up-to-par with different screen sizes, different devices, and connection speeds. Google’s Mobilegeddon removed low-quality mobile results from its search engine. Keep this in mind with new devices that will be released in the future.

2. Avoid Spammy Advertising in Your Content WRiting

Besides the general best practices of making your website load quickly and easy to use, quality raters are also on the hunt for spammy advertising. This includes but is not limited to: popover ads that shift a user’s page down, popup ads that restrict a user’s ability to switch screens, and having more than three ads on any given page.

3. Get Creative with Doorway Pages

If you’re an affiliate marketer, Google will not want to rank your product review unless a user searches for its specific attributes. Instead, they want to rank the product itself — that way, a customer can go straight to checkout or learn more information about the brand.

How Will Google’s Quality Content Writing Guidelines Change in The Future?

Google’s quality content writing guidelines will evolve with new technology and devices. We’ll just have to wait and see if Google’s Quality Graders will actually be as harsh as they seem in these guidelines.

Make sure to get the nitty-gritty details on Google’s Quality Guidelines in the full 160 page document… which, just so happens to be a PDF document with a terrible mobile experience. We’ll let it slide this time, Google.

Want to know what happened in the SEO industry in the last 30 days? Check out our recap here.

4 Responses to Google Says You Need Experts for Quality Content Writing

  1. JLHilleary says:

    Very helpful post and valuable links for extra reading. I’m enjoying the Conductor Spotlight articles. Thanks for putting together such helpful insights!

  2. Esther Chung says:


  3. John McDougall says:

    Nice post Surya, The silver lining – especially for service professionals is that building authority / publicly visible expertise also helps with so many other things.

    So once you put effort into writing – landing clients, getting media mentions, speaking engagements and a book published etc. all get easier, while your ranks/social shares should be more sustainable.

    • Surya Ram says:

      Thanks John. I agree with all of your points.
      It’ll be interesting to see how Google’s future standards improve content quality and the effort people put into it.

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