In the ever-evolving landscape of digital search, one thing remains constant: CONTENT IS KING. But not just any content…QUALITY content. Recent confirmation from Google has reiterated what we’ve already known for a long time – quality is, without a doubt, the paramount factor in search indexing.

The Quality Crusade

Google’s mission has always been crystal clear: to organise the world’s information and make it universally accessible and useful. Achieving this lofty goal hinges on its ability to ensure that search results are not just relevant but also of the highest quality.

Quality, Not Quantity

For years, the digital world has been witnessing countless SEO strategies that aim to outsmart search algorithms. However, the days of keyword stuffing, posting 100 generic blogs per month and engaging in questionable backlink schemes are rapidly fading into obscurity, and Blackhat SEO tactics are being snuffed out by Google more and more (thank goodness!) There is no arguing that Google’s algorithms favour quality over quantity, making it a priority to serve users with content that is not only informative but also trustworthy. Long story short: don’t take shortcuts. You’re better off creating quality content on a regular basis than attempting to improve your rankings through dodgy means.

According to a recent Podcast discussion between John Mueller and Gary Illyes of Google’s Search Relations team, the two delved into quality’s role in everything from crawling and indexing to ranking, noting that:

“The most important is quality. It’s always quality. And I think externally, people don’t necessarily want to believe it, but the quality, that’s the biggest driver for most of the indexing and crawling decisions that we make.”

So, there it is, right from the horse’s mouth!

E-E-A-T Framework

To emphasise its commitment to quality, Google introduced the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework. E-E-A-T is not a direct Google ranking factor, but Google wants to serve results with strong E-E-A-T.

E-E-A-T helps Google’s Quality Raters (the real people who evaluate the quality of search results) assess websites based on their ability to demonstrate experience and expertise in their respective niches, establish authority within their industry, and, most importantly, instil trust among their audience.

Content is Still King

While the importance of content is nothing new, it’s more crucial than ever in the current SEO landscape. Google’s algorithms have become exceptionally adept at discerning well-researched, insightful content from shallow, spammy material. To secure a favourable spot in search rankings, website owners must focus on producing quality content that not only educates but also builds trust.

User Experience Matters

In Google’s pursuit of quality, user experience plays a pivotal role. Slow-loading pages, intrusive ads, and poor mobile optimisation can all lead to a decline in your website’s rankings. Google places immense value on websites that prioritise a seamless, enjoyable experience for their visitors.

As SEO professionals and website owners alike adapt to this paradigm shift of Google’s ever-evolving algorithm, the message is clear: quality content is king, and it’s here to stay. So, believe us when we say that investing in the quality of your content and the overall user experience is not just a sound strategy; it’s now a necessity. By adhering to the principles of E-E-A-T and focusing on delivering valuable, quality content, you’ll be able to build credibility, attract organic traffic, and rise in the search rankings.

80/20 Digital's Content & SEO Specialist, Abbey Faulkner is dedicated to staying on top of industry trends and putting her creativity to good use for her clients. She combines her expertise in media and writing to boost rankings, improve brand awareness, increase engagement and generate leads across clients' websites, email marketing and social media.