How to Write Web Content Well According to Google

How to Write Web Content Well According to Google

In January 2020,  Google  announced  a major update  : the algorithm responsible for scanning and positioning web content has been improved. Following this update, many sites saw their organic traffic drop, as well as their positioning on the keywords that interest them. So How to Write Web Content Well According to Google, Does this mean that your website, your article or your web content is bad? Not necessarily. Because the targeted keyword may be very competitive. 

The objective is therefore to rework the content in question, to bring it up in the search results. To help us  improve our positioning and the quality of content , Google provides some ideas…


What is web content?

All content intended to be published on the internet:

  • Blog posts
  • Press notes
  • Videos for Youtube
  • Infographics for social media
  • Product sheets (e-commerce catalog)
  • Fixed pages for a website
  • Landing page for an SEA campaign
  • eBooks
  • Podcasts

As we can see, the content can be varied and not just textual.

ps: each content has its own medium and preferred distribution platform (WordPress, Spotify, Youtube, Facebook, etc.).

Content quality questions

  • Does the content provide original information, reporting, research or analysis?

Does the content provide original information, reports, research or analysis?  In other words, does your content provide something that does not already exist and if possible, its own expertise. 

This is the question that opens the Google guideline and undoubtedly the most important: do you actually have something to say? Without doubt, if you focus on your sector of activity and your core business, what you are paid for and what you are an expert or specialist for.

  • Does the content provide a substantial, complete or comprehensive description of the topic?

Does the body of the text provide a substantial, clear and complete description of the subject (announced in the title)?  In short, do you answer the question, the promise included in the title. This seems trivial, but it is not: too much content skims over the subject it sets out to cover. In this case, it is better not to produce anything at all! 

  • Does the content provide insightful analysis or interesting information that is beyond obvious?

Does the content provide insightful analysis or interesting information that goes beyond the obvious? Paraphrases and content that says nothing are doomed to failure. The article or content must provide a vision or data that the Internet user would not otherwise have had (or at least that he would have had difficulty finding). 

  • If the content draws on other sources, does it avoid simply copying or rewriting those sources and instead provide substantial additional value and originality?

If the content relies on external sources, does it avoid simply copying or rewriting those sources? Rather, does it bring additional and substantial value and originality? We can undoubtedly say – without being too mistaken – that 90% of the content produced is simply the reproduction of existing content. An opinion of an opinion… And most often based on unreliable sources. 

  • Does the headline and/or page title provide a descriptive, helpful summary of the content?

Does the page title provide a descriptive and useful summary of the text that follows?  The title should match the body of the text and the introduction should already provide the essential information (a bit like a conclusion).

  • Does the headline and/or page title avoid being exaggerating or shocking in nature?

Is the title of the content exaggerated or offensive?  The algorithm does not value a title that simply aims to generate clicks; on the contrary ! So be careful because a selling title can be disqualified… Nobody likes to be “scammed”. Note that the time spent on the content, likes and shares are all indicators for Google: if your title is selling but the body of the text is disappointing, Internet users will let you know… They will leave after a few seconds and your well-written content will be forgotten.   

  • Is this the sort of page you’d want to bookmark, share with a friend, or recommend?

Is your content the kind of content you would like to “favorite,” share with a friend, or recommend?  Rather than wondering how to position an article and get clicks, let’s ask ourselves if we are proud of the result… if we would like to find this kind of content on the internet. We must therefore put ourselves in the shoes of our customers and Internet users. 

  • Would you expect to see this content in or referenced by a printed magazine, encyclopedia or book?

Could your content be published in a magazine, encyclopedia or book? The question that hurts… Most of us would probably answer in the negative. 

Reliability of information

  • Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, background about the author or the site that publishes it, such as through links to an author page or a site’s About page?

Does the content and its manner of presenting information inspire confidence, providing clear sources, evidence of advanced expertise, a biography of the author or publishing site (e.g. via links to a page author or “about”)?  The reliability of the information provided is at stake here: the simple fact of citing sources reassures the Internet user and demonstrates the seriousness of the author. Remember to carefully select your sources and do real “journalistic” work. Even superficial, it is interesting – as the author of the content – ​​to share your LinkedIn profile or your biographical page for Good Writing Web Content.

  • If you searched the site producing the content, would you come away with an impression that it is well-trusted or widely-recognized as an authority on its topic?

Do you feel the content producer is trustworthy or recognized in their field? Sites such as Wikipedia or academic articles found on Google Scholar are authoritative. They mention their sources and do not hesitate to clearly mention the flaws in their own content. We feel that their objective is to strengthen collective knowledge and Write Web Content Well. 

  • Is this content written by an expert or enthusiast who demonstrably knows the topic well?

Is this content written by an expert or enthusiast who has proven knowledge of their subject?  Most web editors are not experts. They can, however, acquire synthesis skills and a strong general culture which, with a little research, will help them produce “expertise”. If you have neither professional experience nor studies in the subject, it is always possible to do personal research on a subject: the effort of reading and summarizing is already an expertise in itself. This effort is rewarded by the algorithm. 

  • Is the content free from easily-verified factual errors?

Is the content free from easily verifiable factual errors? The facts put forward must be true or at least difficult to refute. Ideally, keep quiet if you are unsure or clarify when you are unsure. Again: don’t spread rumors or worthless opinions. Be critical of your content. 

  • Would you feel comfortable trusting this content for issues relating to your money or your life?

Would you trust this content to solve your money problems or help you with your life?  It almost goes without comment. Many subjects are sensitive on the internet: from real estate investment to personal development, including medical articles, not everything is trustworthy… 

Read More: Natural SEO, Definition and How does it work?

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