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Quality is more important than quantity

John Murray

Many website managers know that regularly adding content is a good strategy for search engine optimisation. Providing too much content can mean that the quality suffers.

If your website is full of poor quality content, it can adversely affect its ranking in the search engines. It is better to focus on the quality of your content rather than the volume. So, how do you produce high quality content?

Know your goals

You need to be clear on your goals or objectives for every piece of content that you write. Content goals can be set by answering a series of questions such as:

• Do you want to be regarded as a leader in your field?
• Do you want to provide expert information that may not directly lead to sales?
• Are you trying to sell your readers a product or service?
• Do you simply want to drive traffic to your website through the use of content keywords?

You need to be careful not to create content with contradictory goals. For example, content that establishes you as a leader in your field, should not also try to directly sell your products and services by being overly spammy.


Research is vital to producing high quality content. Research what your competitors are saying. Keep up with the latest news and trends in your business area. Know who your readers are, what they like and what they dislike.


It is important to track the progress of your web content. Which articles or blog posts are attracting the most traffic? Try to find out why they are performing well. Is it to do with the keywords in the content ? Is it the subject matter? Is your content relevant to trending internet topics?

Concentrating on quality over quantity will mean that your website will perform better.

John is every inch the wordsmith and loves a game of Scrabble above all else. With experience writing for newspapers, John’s time at university was spent studying Creative Writing – something which comes across in his love of the pun.

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