High Quality Content

What is high quality content, and why is it a Google ranking metric?

In 1996, Bill Gates famously said about the Internet, ‘Content is King’. He was correct of course, and although Google almost made backlinks king in 1998, content will always be the number one driver of the Web.

But, there is content and then there is content. Not just any old content is king. High quality, engaging, and helpful content is king.

When it comes to SEO, content quality is one of the most biggest factors influencing your website’s rankings. Google has made it clear that “helpful content” is essential to achieving visibility in search results, and the search giant is constantly refining its algorithms to prioritise websites that deliver real value to users.

But what exactly defines high quality content? And what does it mean in the context of Google’s ranking metrics?

Put simply, content quality refers to how well your website’s content meets the needs of searchers. It’s not just about keywords anymore, it’s about providing relevant, accurate, and engaging content that keeps users on your site and satisfies their queries.

Key factors that determine content quality

Google doesn’t publicly reveal the exact formula it uses to assess content quality, but through algorithm updates like Google’s Helpful Content Update and E-E-A-T (Expertise, Authoritativeness, and Trustworthiness), along with the Search Quality Rater Guidelines, we know the key areas Google is focusing on.

1. Relevance

First, and most important for ranking on Google, is relevance. Your content must be relevant to the searcher’s query. Google’s goal is to match search results with the most accurate and useful information possible.

For example, if someone searches for “insurance brokers London”, they expect a list of brokers or a guide on finding the right one. If your page instead talks about the history of insurance, it won’t rank well , because it’s not answering the searcher’s intent.

Focus on user intent when creating content. Ask yourself:

• What is the searcher trying to achieve with this query?
• What questions are they likely to have?
• How can I provide the most comprehensive answer?

There are different classifications of user intent, and these include:

• Informational intent:
  • Who is Florence Nightingale?
  • How does cryptocurrency work?
  • History of the London Underground
  • Benefits of intermittent fasting
  • What is the capital of Scotland?
• Navigational intent:
  • LinkedIn profile login
  • BBC Weather homepage
  • Gmail inbox access
  • YouTube video uploads
• Transactional intent:
  • Buy Samsung Galaxy S23
  • Discount codes for online shopping
  • Order pizza delivery online
  • Affordable garden furniture
  • Window repair service near me
• Commercial intent:
  • Top laptops for students 2025
  • Best SEO tools for small businesses
  • Car insurance reviews UK
  • Healthy meal replacement shakes comparison
  • Which electric car is best?
• Local Search intent:
  • Coffee shops open now
  • Nearest post office
  • Pet groomers in Manchester
  • Taxi service near Heathrow Airport
  • Car wash near me

2. Depth and completeness

Google favours in-depth, well-structured content that fully answers a user’s question. Pages that skim the surface or offer vague, generic advice will struggle to rank.

For example, a page titled “What is Business Insurance?” that only provides a brief definition won’t rank well. But a page that explains the different types of business insurance, who needs it, and how to compare brokers, with supporting data and examples, will perform far better.

In the Search Quality Rater Guidelines, Google instructs raters to look for a ‘satisfying amount of main content’. The best way to discover this is to assess the pages ranking on page one for the keyword and see how much content they have. If they all have over 3000 words, then that is the number that Google considers ‘satisfying’.

Create content for people first, and break down topics into comprehensive guides. Use headings, subheadings, lists, and visual aids to improve readability and engagement.

3. Accuracy and trustworthiness

Google values content from credible sources. If your site spreads misinformation or doesn’t cite reliable sources, it will struggle to rank.

For example, if you’re writing about legal requirements for insurance policies, your content should reference official guidelines or government websites. Pages that make unsupported claims or guesses will lose trust in Google’s eyes.

Ensure your content is well-researched and regularly updated. Outdated information can harm your credibility.

4. Originality

Google prioritises unique content over duplicated, regurgitated or copied text. If your site’s content is too similar to what’s already ranking, Google has no reason to push your page higher.

For example, if your website simply rewrites a competitor’s blog post on “How to Choose an Insurance Broker”, it’s unlikely to outrank the original. Instead, bring fresh insights, case studies, or unique data to the topic.

Focus on creating content that offers something new, whether that’s a unique perspective, practical examples, or insider tips.

5. Engagement and user experience (UX)

Google tracks how users interact with your content. If users click on your page but quickly leave (a high bounce rate), it signals to Google that your content isn’t satisfying their query.

For example, if someone searches for “how to get business insurance” and lands on a page filled with jargon, poor formatting, and irrelevant information, they’ll leave quickly. But a page that’s easy to read, well-structured, and directly answers their query will keep users engaged.

Improve your content readability and formatting by using:

• Bullet points
• Clear headings and subheadings
• Short paragraphs
• Visual elements like images, videos, or infographics

6. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

Google’s E-E-A-T framework plays a major role in assessing content quality. It’s particularly important for ‘Your Money Your Life’ websites in industries like finance, health, and law, where providing accurate, reliable information is critical.

For example, an insurance broker’s website must demonstrate expertise in the industry, show authority through client reviews and case studies, and build trust by being transparent about services and credentials.

You can boost your E-E-A-T by:

• Highlighting your team’s credentials
• Publishing case studies and testimonials
• Linking to authoritative sources

How Google measures content quality

Google uses a combination of automated algorithms and human evaluators to assess content quality. The Search Quality Rater Guidelines, used by Google’s human reviewers, outline how they assess content based on factors like relevance, usefulness, and trustworthiness.

Another easy way to assess content quality is to measure user engagement on the page. Google doesn’t admit that user engagement is a ranking metric, but if users are staying on the page for a long time, and engaging by scrolling and clicking, then that is a sure sign that the page is satisfying the user.

Why content quality is essential for SEO success

Google is focusing a lot of attention on content quality and ‘helpfulness’, along with E-E-A-T signals, especially since the rise of large language models like ChatGPT and Claude. The algorithm is constantly getting smarter at detecting thin, low-value content, which means businesses need to focus on creating meaningful, engaging content that genuinely helps their audience.

Content quality is one of the most important Google ranking metrics, and it’s only becoming more critical as Google’s algorithms evolve. Businesses that prioritise helpful, engaging content will stand out in search results — and those that don’t will fall behind.