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As we’ve pointed out before in this blog, search rank is about written content. Obsessing over keyword phrases or ways to artificially gain position in search is a waste of time that is more likely to do harm than good.
Here’s a summary of how Google assesses content for search rank quality:
- Does the content appear to be written by an expert, and provide original or unique information?
- Is it quality content, well edited and absent of spelling, style or factual errors?
- Does the content provide substantial quality when compared to other pages in the same search results?
- Is this content repeated on multiple pages within your site, just with slightly different keyword variations? (If so, your site will be penalized.)
- Is your site, or the article author, a recognized authority?
- Is the content newsworthy, and of the quality you would expect to see in a magazine or book?
- Is the information presented comprehensive, and both sides of a story presented?
- Is the page content something you would bookmark or recommend to others?
- Is the written content trustworthy? If the site includes e-commerce, does the content make you comfortable providing your credit card information to this site?
- Do the sites linking to your pages have quality content? (While you cannot control other sites’ content, it’s important to try to limit inbound links to quality sites.)
Every time Google rolls out a search algorithm update, your search rank may change. Simply chasing algorithm changes with keyword revisions is time-consuming, costly, and often leads to the type of search rank gaming search engines are trying to defeat.
Searches will never penalize good content–that’s the best way to obtain and maintain a strong search rank.