Creating High Quality Content for Visitors and Making it Google-friendly - http://digitalolympus.net/ - Digital Olympus - 06122016 Murat Yatagan will explain how to create high quality content for websites visitors and to make it Google-friendly. Murat Yatağan is an SEO Consultant with more than 8 years of expertise on SEO and UX, of which 5 years derives from his Sr. Product Analyst role at Google Search Quality Team in Ireland. Murat was involved in several teams at Google, such as web spam fighting with a specialized approach on manual actions, reconsideration requests, site recoveries, backlink profile analysis and community management. Murat is a member of Advisory Board at two startups from Turkey (KTH Event Agency and indisera) focusing on growth strategies and technical consultancy and Co-Founder of a Turkish startup (SociRest). He’s a regular speaker of industry events, podcasts and meet-ups. As an active member of the SEO Community, he is authoring on organic search and digital marketing. Plus, he offers in-company SEO trainings and occasionally gives lectures on SEO at universities.

1. Creating High Quality Content for
Visitors and Making it Google-friendly
Murat Yatağan
06 December 2016

2. International SEO Consultant, Ex-Googler, Startup
Co-Founder, Advisory Board Member, UK Search
Awards 2016 Judge, MENA Search Awards 2017
Judge, MSc Computer Eng.
Twitter ID: @muratyatagan
Linkedin: https://www.linkedin.com/in/yatagan https://www.mentalup.net/

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Definition of HQ Content
The definition of high quality content changes depending on …
But …
1. Niche
2. Industry
3. Type
4. Target audience

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Elements of being defined as HQ
There are many common elements that are reliable
and
consistent indicators of quality;
● appropriate length
● rich use of media
● coherent/trustworthy
● proper format
● readable
● expertise to be authoritative
● credible author
● actionable (shared, linked to)
● commentable
● providing value

5. Why HQ?
Not only because Google says so,
but it’s the only way to provide best experience to the reader/visitor/user.
So high quality content needs to focus on user and be Google-friendly
(in other words, be in compliance with Google’s Webmaster Quality guidelines).

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Create an experience not only a page
The key to creating a great website = to create the best possible experience
for your audience with original and high quality content.
If people find your site useful and unique, they may come back again or link to
your content on their own websites.

7. Power of HQ Content?

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I want more traffic!!1
Once again:
These can help attract more people to your site over time.
● Useful Content
● Unique Content
● Returning visitors
● Managed user expectations
● Links to your content

9. Acquire links w/ HQ Content

10. Manage user expectations

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Don’t!
Creating poor content (like scraping, spinning, patching from here and there
etc.) will only result in a waste of:
Most probably, not gonna rank well.
● Time
● Energy
● Resources

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How to create better content?
As you begin creating content, make sure your website is aligned with
these 5 principles of great content:
Now, let’s have a close look at these factor.
● Useful and informative
● More valuable and useful than other sites
● Credible
● High quality
● Engaging

14. Useful and Informative

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Useful
Let’s say you’re launching a site for a restaurant, you can include:
Your page needs to provide a complete + comprehensive
description of the topic.
● The location
● Hours of operation
● Contact information
● Menu
● Blog to share upcoming events

16. More valuable and useful
than other sites

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More Valuable
Let’s say you write about how to rent a car, make sure your article provides:
more value or a different perspective than the vast
amount of articles on the web on car rental.

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Research and Repeat
To achieve this, you have to stay in research mode at
all times:
Do SERP analysis for relevant KWs
and
browse web for reference materials.

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More Valuable Than Others
Ask yourself:
Are the topics driven by genuine interests of readers of the site
or
does the site generate content by attempting to guess what might rank
well in search engines?

23. Credible

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Credible
Show your site’s credibility by using original research,
citations, links, reviews and testimonials.
Boost your site’s trustworthiness and reputation. Ex:
● An author biography
● Testimonials from real customers

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Credible
Ask yourself:
Is this article written by an expert or enthusiast who knows the topic well
or
is it just more shallow in nature?
It is very significant to be sure that the page provides substantial value
when compared to other pages in SERP.

26. High Quality

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HQ
Your site’s content should be: unique, specific and high quality.
NOT mass-produced or outsourced on a large number of other sites.
Keep in mind:
Your content should be created primarily to give visitors a
good user experience, not to rank well in search engines.
NO duplicate, overlapping, or redundant articles on the same or similar topics
with slightly different KW variations on your site.

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HQ
Make people trust the information on your page.
Don’t make your page:
● Short
● Unsubstantial
● Lacking in helpful specifics

29. Engaging

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Engage
Bring color and life to your site by adding images of your
products, your team, or yourself.
Add other sources of rich media, like:
Engage visitors by interacting with them through regular updates, comment
boxes, or social media widgets.
● Videos
● Infographics
● Original research
● Original analysis or reporting

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Engage
Make sure your visitors are not distracted by spelling, stylistic, and factual
errors.
So, check your content two times, three or even more.
An excessive amount of ads can also be distracting for visitors.

32. Get rid of
Low Quality Content

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Less low Q = More high Q
Low quality content on some parts of a website
can impact
the whole site’s rankings.
1. Go ahead and identify low quality and dead weight pages.
2. Remove, merge or improve their content of individual shallow pages into
more useful pages.
3. Try moving low quality pages to a different domain.
4. Eventually they will help the rankings of your higher quality content.

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Focus on ranking well for the long term. Easy
gain does not have a long lifetime.

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Keeping up with the competition
The web ecosystem grows at a limitless rate, you always need to think about
how to optimize your site.
Because you might not always be very lucky to see
your competitors do not change any piece of content
on their site.

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Where is the SEO part?!
Your content can can only rank well if you comply with Google’s working
principles and optimize your site and pages for them.
The best practices of SEO to make your site crawlable, indexable and
most importantly rankable
are …

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… how?
● Having a good page load speed
● Matching user expectations with title and description elements
● Having 0 broken links
● Describing and marking up your content
● Creating an easier to navigate site
● Optimizing your images
● Making your site mobile friendly

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It’s a slippery slope to work on illicit techniques to manipulate search engines.
These techniques are called Black Hat, and most people think they will benefit
from applying spammy techniques and get away with them. In the long run,
they will not help but hurt organic visibility of your site.
No Pain No Gain

43. Q & A
Murat Yatağan