This week lets get into the last three characteristics of high quality web pages. This is the third post in this series revealing the secrets to how Google analyzes your web pages. We started here with The Secrets to Star Quality Web Pages and then What’s a Quality Web Page? Don’t Ask Me, Ask Google.
So here we go with Google’s Search Quality Evaluator Guidelines. Quoted text from the Guidelines, my comments after…
1. "High quality web pages are designed to achieve their purpose: they are well organized, use space effectively, and have a functional overall layout.”
I’ll list the characteristics next, but Google notes here that “prettier” or more professional looking pages should not affect the evaluator’s rating. A page can achieve its purpose and be functional without pretty page design. In other words, Content is King!
Here are the characteristics of functional page design from the Guidelines. MC means Main Content and SC is Supplementary Content
- The MC should be prominently displayed “front and center.”
- The MC should be immediately visible when a user opens the page.
- It should be clear what the MC actually is. The page design, organization, and use of space, as well as the choice of font, font size, background, etc., should make the MC very clear.
- Ads and SC should be arranged so as not to distract from the MC—Ads and SC are there should the user want them, but they should be easily “ignorable” if the user is not interested.
- It should be clear what parts of the page are Ads, either by explicit labeling or simply by page organization or design.
2. “High quality websites provide clear and satisfying information for their purpose.”
Your visitors need enough information from your website to make a decision and even more if yours is a YMYL (Your Money or Your Life) website.
This includes About Us, Contact or Customer Service information, or information about who is responsible for the content and maintenance of the website. However, for non-YMYL sites, just an email address might be sufficient.
3. “…all High quality websites are well cared for, maintained, and updated appropriately.”
Large news sites obviously update their information often during the day. Medical advice websites need to keep their information current. Small business sites can update their info less regularly and still have their pages qualify for high quality status.
The thing here is, you must keep your website updated so your visitors are getting current, accurate information every time.
So it adds up to this: functional page design, clear and satisfying information, and a well-cared for, updated website all contribute to high quality web pages. It sure is more than just copying your brochure and pasting old sales copy over onto your website. So, if you need help, get in touch with me. I help clients plan, organize, and write content that both Google and your audience will like.
Until next time,
Nick
Other posts on quality content that might be of help to you:
Do You Make This Mistake with Your Website Content?
How NOT to Write Web Page Instructions When You Know Too Much
Nick Burns is an SEO web writer specializing in persuasive copywriting and content marketing. He provides clients a winning content strategy plus the special web writing to make it work. You can contact Nick here.
