Google has announced over and over again that it works hard day and night, with all those algorithms updates, to make sure they serve the best, high-quality content web pages to its users; which means that Google wants to perfectly and effectively match the searchers intent and solve a user’s query as accurately and as fast as possible.
3 Features of high-quality web pages
As a business, what does this mean to you? Well it means that you too, should work hard with your SEO, UX, UI and content teams to develop pages that have the following features:
- User-friendly: Loads fast, can be viewed easily on different devices and easy to navigate.
- Solve a visitor’s problems: With well-written content that matches the user intent.
- Technically structured: So that search engines can understand what those pages actually mean.
This might seem hard to achieve but with the help of the right team, you will definitely be able to achieve better results on Google Search rankings. Not only that, but you will be able to boost your conversions as well.
High-quality page in the eyes of Google…
Simply put, Google wants to serve the best and unique content. At the end of the day, if they serve crap, users would not use their search engine, which means they will lose on advertising.
In order to make this happen, and to make sure that webmasters are not fooling users and search engines, Google moved away from pure technical SEO (meta keywords, matching domains, etc…) to more user oriented SEO (content uniqueness, user friendliness, etc…). Those things are hard to implement unless you spend time and effort.
So to summarize:
- Google wants unique content (and so do consumers. 61% of consumers are more likely to buy from you if you have unique/custom content)
- Web pages must offer value added services / content to the visitor
- Web pages should not act as dead end; i.e. they should refer to other trustworthy resources
- Web pages must get votes from other websites; i.e. backlinks pointing to them.
- Web pages must answer to the user query; i.e. choose your keywords based on the user journey.
How to design a high-quality and effective web page?
Here are the steps that you should follow:
- Have you created unique, valuable content?: Unique content is the name of the game. Make sure you never copy any content from any other website. It has to be SEO-optimized and well-thought article. This is the key to success. I can’t express how important this part is, but keep in mind that marketers and content managers are investing over $1 billion in unique content. Make sure your content is unique, adds value, with no grammar or spelling mistakes. If your content does not match this criterion, not only you won’t rank, but you risk of getting penalized by Google.
- Load time of the page?: Online business is based on user experience. Shorter time to load is a good user experience. You might want to read this article about how page load time can affect sales. Here is an extract: “Amazon’s calculated that a page load slowdown of just one second could cost it $1.6 billion in sales each year.”
- Is your UX up-to-date?: Is it easy to consume, view, or find information on your website? Is it properly structured and simple to understand? Imagine you are a first-time visitor coming to your site, can you find what you do, who you are, and what they gain by using you? If your home page is just walls of content with no clear copy or the right keywords, you don’t have a high-quality page.
- Do you have backlinks?: If no one finds your content, you won’t rank. You need to work hard on the distribution of your articles so that you get more visibility and traffic. If your content is good, you will earn more backlinks. Mind you that backlinks are the most important factor that affects the position of a website.
The competition for the top spots is fierce, and only businesses that offer the best user experience to their visitors have a chance to rank.
If you have issues getting the number of visits you’re looking for or don’t get leads from your website, low-quality pages might be the reason. Go through your website and ask yourself: would anyone care to read my content, does my page load fast, is it pleasant and easy to navigate? If your answers are not positive then professional web design, copywriting, and SEO can help you re-vamp your website making it customer-converting, so if it’s quality you want, the best way to get it is by partnering with an experienced SEO company.