What Are the Main Components of Quality Content? How to Create Content That Ranks

"Why isn't our content ranking?"

New clients ask this question all the time. They've put out a ton of blog posts and built up a good number of backlinks, but they still can't crack the SERPs.

The answer is simple: their content just isn't good enough.

It's lifeless and lacks personality. It doesn't provide value or entertain.

And it doesn't pass the cost-benefit test for the reader.

If your content isn't on the first page of search results, it probably doesn't deserve to be.

In this blog post, we're going to break down the key components of high-quality content. The kind of content that engages audiences and ranks high in search results.

What Is Quality Content?

Quality content grabs your audience's attention, keeps them engaged, and provides them with real value.

And it's purposeful.

That means it serves a specific purpose for your audience: to inform, entertain, or solve a problem.

At the same time, it serves a specific purpose for your business. It helps you build brand awareness, drive traffic, or convert leads.

The Main Components of Quality Content

Creating high-quality content boils down to a few key ingredients. Let's break each one down so you can see how they make your content shine.

Relevance

Relevance is a key component of quality content. It's the reason why your audience finds your content useful and engaging.

According to a recent survey, relevant content creation was ranked as the most effective SEO tactic:

You need to know who your target audience is and what they need. Think about their pain points.

This is super important for keyword research and content creation.

Offer a clear value proposition. Solve a problem, answer a question, or provide new insights. Make sure your blog posts are packed with actionable advice or unique information.

And communicate that value proposition - fast!

You need to hook your readers quickly. Content above the fold gets the most attention - about 57% of viewing time. Make sure your introduction is compelling.

Originality

Originality is what makes your content stand out.

Think about your own experiences, insights, and knowledge. What do you have to say that others might not? Sharing your unique viewpoint can make your content more engaging and memorable. It helps you build a strong brand identity.

This is even more important with generative AI flooding the internet with generic content.

You don't have to reinvent the wheel. You can still write listicles and how-to guides, but make it unique.

Incorporate your product or service. Show how you've used the insights you're sharing to get results for a specific client.

You can take it a step further by sourcing original expert quotes or conducting your own research. Even a simple poll on your social media can provide unique and valuable data.

This type of original content is excellent for link building.

In a recent survey, marketers ranked social shares, media mentions, and backlinks as the top three benefits of creating original research:

When your content is unique and valuable, other websites are more likely to link back to it. That boosts the authority of your blog post and your domain.

Accuracy

Accuracy is crucial for building trust with your audience. It's an essential component of a successful content strategy.

Whether it's a blog post, video, or infographic, your information should be well-researched and backed by credible sources.

Don't just rely on the first Google result. Look for reputable sources like academic journals, established news outlets, and expert opinions.

Go back to find the original research.

There are plenty of ghost stats and fake news out there.

For example, an article titled "45 Blogging Statistics and Facts To Know in 2024" claims that 77% of people regularly read blogs.

It links to a source from Impact, which cites The West Program. But that article has disappeared and returns a 404 error.

When I searched for the original source, I found one article from 2013 that quoted the same stat. So, even if it was valid once, it's now over 10 years old and being used in a 2024 article.

Fact-checking is essential. Verify the statistics you plan to include. It might take more time, but it's worth it to ensure your content is trustworthy. If you quote someone or reference a study, provide the correct details and context.

Accurate content builds trust. It strengthens your brand's authority.

When people see you as a reliable source, they're more likely to recommend, link to, and engage with your content.

Clarity and Readability

Clarity and readability are key to making your content easy to understand and engaging.

Clear writing means getting your point across without confusing your audience.

Use simple, straightforward language. Avoid jargon and technical terms that might not be familiar to your target audience.

If you need to use specialized terms, explain them. Your aim is to make your content accessible to as many people as possible.

This doesn't mean dumbing down your content - it means being clear and direct.

You want to lower the mental cost of reading your content.

Long, rambling sentences can lose your readers' attention. Break complex ideas into smaller, digestible chunks and use relevant subheadings. Structure your content in a logical and coherent manner.

This makes your content easier to follow and keeps your readers engaged from start to finish.

Use a tool like HemingwayApp check your content. These tools highlight complex sentences and suggest simpler alternatives.

Readability is not a direct ranking factor.

Portent analyzed over 750,000 pieces of content and found no direct link between Google rankings and reading level.

But that doesn't mean readability isn’t important. It still significantly influences user behavior.

If users find what they need easily, they stay longer. If not, they leave quickly. This behavior sends signals to search engines about the quality of your content.

SEO Optimization

SEO optimization is all about making sure your content gets seen by as many people as possible.

Tools like SurferSEO are super helpful for this.

They analyze top-ranking pages for your target keywords and provide detailed reports on what these pages are doing right. This includes keyword density, content length, and the use of headings.

By following these guidelines, you can create content that covers the topic thoroughly and includes related semantic terms.

Content length is important, too. Longer content tends to rank better on Google because it's more likely to provide comprehensive information.

On average, a Google top 10 result has around 1,447 words.

However, the ideal content length depends on your target keyword.

SurferSEO can help you determine the optimal length by analyzing the top-performing articles for your specific keywords.

But remember, it's not just about length - make sure every word adds value.

Visual Appeal

Visual appeal is a key component of quality content.

It's about making your content attractive and engaging.

When Orbit Media tracked the time it takes to write an article, they found that they invest just as much time in visual elements as they do in words.

This time is spent finding high-quality images, picking the right fonts, and creating a clean, organized layout.

Infographics and charts are great for presenting complex information in an easy-to-understand format. They make data and statistics more engaging and accessible, helping readers quickly grasp key points.

This is backed up by research papers. One study found that people following directions with text and illustrations do 323% better than those with just text.

By incorporating charts, infographics, and other visuals, you enhance the overall readability and appeal of your content.

Serves a Purpose

Every piece of content you create should have a clear purpose. It should align with your overall business objectives.

Are you aiming to increase brand awareness, generate leads, or boost sales?

Whatever your goal, craft your content to support that aim.

Create high-quality content to support different stages of your digital marketing funnel: awareness, consideration, and decision.

Awareness stage: Create informational content that attracts new visitors by explaining industry basics and trends.

Consideration stage: Focus on content that helps potential customers evaluate their options, like detailed guides and comparison articles.

Decision stage: Develop landing pages, in-depth case studies, and other content that encourages a purchase.

Your content strategy should always be focused on providing value to your audience.

Address their needs, answer their questions, or solve their problems.

When you offer real value, your audience is more likely to engage with your content, share it, and view your brand positively.

Conclusion

Now that you know the key components of high-quality content, it's time to put that knowledge to work.

Look at your content marketing strategy and see where you can improve.

Focus on creating content that grabs attention and provides real value to your audience and your business.