Forget the dogma of ‘hIgH-qUaLiTy cOnTeNt’

If you want to rank for keywords and earn traffic, you need content. No content (e.g., no article, no blogs, no writing, no videos, no audio)? You’ll have a near-impossible time ranking on Google.

So, you need content. That’s a given. But long have the guardians of Search Knowledge evangelized for ‘high-quality content.’ And over the years, what precisely high-quality content is has shifted and held different meanings.

Nowadays? Folks say it’s high-quality content if it’s over the 1,000+ wordmark. Because Google loves content, high-quality content is seen as writing more content for Google.

I call B.S. on this.

Yes, Google wants to see you write, publish, promote, and share more content and information. (They are, after all, in the business of indexing the world’s knowledge.)

But, the quality of content is contextual. If Google wants to share the best, most relevant, most helpful webpages for each query or keyword that someone searches for, the length isn’t the critical factor. Context is. See:

  • If a keyword phrase in Google has bad content ranking for the term, you can write okay content and try ranking for the term.
  • If a keyword has okay, middle of the road content, you can write better content and have a shot at ranking for the term.
  • If someone has Great Content (e.g., multi-thousand-word guides, tons of links and citations), you will need to deliver 12/10 Truly Epic Content™ to outrank them.

The goal shouldn’t just be ‘write high-quality content’ with a word count. The goal should be ‘write higher-quality content than what already is ranking for the term.’

p.s., My talk (SEO Simplified for Indies and Firms) for ClientCon starts at 10 am Pacific Time today. Go sign up now, or you’ll miss it.



I write a high-quality, daily newsletter about marketing, growth, and lead generation for indie consultants, freelancers, and service professionals.

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