What Is High-Quality Content?

High-quality content has a clear purpose and benefits your readers—whether they are clients, customers, or users. According to Google’s Search Quality Rater Guidelines, high-quality pages feature:

• High levels of experience, expertise, authoritativeness, and trustworthiness (E-E-A-T)

• A satisfying amount of detailed, helpful main content with descriptive titles

• Clear information about the website and the content creators

• Placement on a site with a strong reputation for the topic

• A positive reputation for the content creator, establishing trust

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Pages that meet these criteria, especially for YMYL (Your Money or Your Life) topics like health or finances, are likely to rank higher.

What Is Low-Quality Content?

Low-quality content is the opposite: it lacks a beneficial purpose, is inaccurate, or provides a poor user experience. Characteristics include:

• Inadequate E-E-A-T

• Insufficient main content or unclear purpose

• Overuse of distracting ads or irrelevant secondary content

• Lack of transparency about the content creator

• Negative reputation signals

In essence, low E-E-A-T equals bad content, leading to poor SEO performance and missed traffic opportunities.

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E-E-A-T In The Age Of Generative AI

While Generative AI has revolutionized content creation by enabling high-volume production, it can also lead to generic or low-quality content if not properly managed. To prioritize E-E-A-T:

• Rely on credible sources, thorough research, and real-world expertise.

• Ensure that human insight and original thought remain at the forefront of your content strategy.

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Brands that publish unique, authoritative content are better positioned to rank well compared to those that depend solely on AI-generated content.

How To Improve Your Website’s E-E-A-T

Here are some best practices to enhance your website’s E-E-A-T and boost on-page SEO:

1. Identify Your Authors With a Byline and Bio

• Include a byline: Attach every piece of content to a specific author.

• Showcase expertise: Provide detailed bios with full names, headshots, titles, and contact info.

• Build trust: Let users know who is behind the content.

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2. Make Your Contact Info Easy To Find

• Visibility matters: Ensure your About Us and Contact Us pages are easily accessible.

• Customer support: Quick access to contact information improves trust and user experience.

3. Remove or Improve Low-Quality Content

• Audit old content: Update outdated posts with new data, better titles, and improved visuals.

• Optimize visuals: Compress images, add videos, and ensure all media is optimized.

• Focus on readability: Improve grammar, spelling, and structure to boost content quality.

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4. Create A Positive Brand Reputation

• Thought leadership: Share valuable insights and build your authority in your niche.

• Engage your audience: Publish expert content that builds trust and loyalty.

• Monitor reviews: Maintain a positive reputation through active reputation management.

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