Google has updated its algorithm dozens of times, and with each update search engine rankings have changed to some degree.
There has, however, been one constant since 2011: a focus on high-quality content.
That being said, what actually constitutes “quality content,” and what impact does this have on the medical community’s online presence?
Here are 3 factors that Google looks at when determining the quality of content:
1. Intent
Specifically, this refers to user intent. In order to be considered quality content, Google should be able to determine through context how a consumer will use the content. Content rankings have seen a definite impact from this change. One way you can discern whether or not your content meets this criteria is to ask yourself, Will my reader’s needs be fulfilled by this content?
If not, you may have some work to do.
2. Layout
Once you’ve written winning content that focuses on user intent, you need to ensure that you are presenting it to your viewers in a beneficial way. According to Google, here are the most important criteria to meet in regards to page layout:
- Make sure you don’t include too many ads above the fold.
- Keep your main content high on the page—don’t make your reader scroll to read.
3. Length
While Google doesn’t come right out and say the optimum length for content, they hint that there is indeed a “satisfying amount.” If you’re concerned there is too little (or too much) copy, consider adjusting it accordingly.
In terms of the medical community, Google’s focus on quality content pushes home the argument that medical websites need to include SEO content that is beneficial to users.