Research Reveals Importance of Quality Content for Top Search Rankings

Steve Grant

Managing Director

Steve is a founder of Figment, a multi award-winning UK-based SEO agency helping clients connect with new customers online to achieve healthy and sustainable business growth. Having advised over 200 business owners, Steve combines a strong commercial background with Figment’s innovative SearchRank 360™ approach and specialist team to deliver simple, cost-effective results. His ability to lead by example and inspire his team is a testament to his unwavering commitment to excellence. As a former Apple consultant and first-class Brunel graduate in Multimedia Technology and Design, Steve brings a unique blend of technical knowledge and marketing strategy to create tailored SEO campaigns that deliver results. Outside of work, Steve is a devoted family man, accomplished jazz pianist, and talented artist. With his friendly and professional approach, Figment's founder is not only an industry expert but also a true asset to any business seeking to make its mark in the online world.
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The Searchmetrics annual study has revealed some very interesting – and useful – findings.

Recent research from Searchmetrics has delivered the news that Google is now more focused than ever before on rewarding good quality web content with higher search rankings.

So, what constitutes good quality content? Generally it’s material that is easy to understand and relevant to the search query.

Which raises another question: how is relevance measured? The answer here is that there are a few methods used, with time spent on the site one of the key factors.

The Searchmetrics annual study – Ranking Factors 2015 – also revealed that on average, 30 per cent of websites that appear in the top 30 Google US search results use responsive design.

This enhances the search experience because it automatically adjusts the site’s format so that it displays perfectly on any device whether that’s PC, tablet or phone.

The study, carried out annually since 2012, analysed the top 30 search results for 10,000 relevant keywords and 300,000 websites appearing on with a goal of identifying the key factors that lead to top rankings. The study measures the connection between a variety of factors. Here are the most significant findings:

Quality content vitally important

Web pages that rank higher in search results tend to have higher word counts and effectively deliver the information being searched for by going into greater detail. The content is also easy to read and understand. The average word count on top ranking pages has risen from 975 to 1285 words in the past year.

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Web pages that rank higher in search results tend to have higher word counts and effectively deliver the information being searched for by going into greater detail. It’s all about quality content.

Good website structure crucial

Higher ranking websites tend to be well structured and are often responsive. Their internal linking structure is well planned out and the overall user experience is positive. Google measures things like this by analysing user behaviour.

Technical optimisation still essential

As has always been the case, title tags and meta descriptions are still essential, as are fast-loading pages.

Focus on backlinks and single keywords in decline

The key message from this latest study is that higher ranking sites tend to be moving away from using keywords based on search queries in favour of attempting to understand what the user is really seeking to find as a whole, hence a need for logically structured, good quality content. The quantity of inbound links is also in decline as a ranking factor.

CTO and Founder of Searchmetrics, Marcus Tober, says on this revelation: “Our research indicates that simplistic tactics that may have been effective in the past – such as increasing the number of keyword mentions on the page or using keywords in the domain name – are not enough to lift you up the search results. You need to try and understand the searcher’s intention and ensure your web content gives them the information they are looking for, ensuring you cover topics in sufficient detail.”

What it all means

Here’s a summary of what this all means to anyone looking to boost their rankings in the search results:

  • Remove focus from keyword-based content and inbound links.
  • Regularly add comprehensive, relevant, engaging and relevant content to your website. Pages should be around 1,000-1,200 words.
  • Ensure your website is well structured with logically planned internal linking.
  • Give serious consideration to making your website responsive.
  • Make sure every page of your website contains a title tag and meta description.
  • Ensure pages are fast loading.
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Give serious consideration to making your website responsive if you want to enjoy high search engine rankings.

Need some help with your search rankings? How about a hand with producing relevant, engaging content? Get in touch!

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