The Importance Of Measuring Content Quality
At first, it might seem like content quality is subjective and not really quantitatively measurable. The fact is, though that content quality is quantitatively measurable and has a HUGE impact your success, online.
Before discuss what exactly those measures are are, let’s talk about exactly why they are important:
1. Content Quality Scores Both Measure AND Impact The Traffic To Your Page
Think of this as a “catch 22” that you can actually impact. Content Quality Scores measure how relevant your content is based on the interest and validation of your online audience. Content Quality Scores are also used by search engines to determine what content gets what traffic with better quality content receiving the lion’s share of the search traffic.
2. Content Quality Scores Also Impact How Much You Spend On Paid Search
Robert Stephens, founder of Geek Squad once said “advertising is the tax you pay for being unremarkable.” I’ll add onto that statement by saying the more unremarkable you are (e.g. the poorer your content quality) the more expensive your advertising will be. Sure, you can throw money at anything and make it work but because Google uses Content Quality Scores to determine search ad pricing, it might take 3 to 10 times more money to push the same volume of traffic to a page or site with poor Content Quality Scores vs. a site with high quality scores.
Now, we can talk about the scores themselves…
Domain & Page Authority
This is a score I use commonly in digital public relations because it gives me a measure, site to site or page to page, of what users think is useful. If a user thinks a site or page will be useful, they link to it, share it or cite it in their own work. Domain & Page Authority aggregate all of those factors into a single score of 1 to 100. The important thing to note is that there is no single “great” number when you’re talking about authority measures. They are a site-to-site, page-to-page, or even a measure of the same site/page over time. Here’s an example:
A Domain Authority score of 40 might pale in comparison to a site like Wikipedia, which has a domain authority of 87. However, if your primary competitor is coming up with a Domain Authority score of 30, that means users are finding your content more useful and thus with more authority than your competitor’s site.
If this measure sounds rather generic its because it is. Every search engine, comparison tool, and ad network has its own way of measuring quality. Though there are many, many sites that offer content quality scores but my favorite is the one provided by Raven. Raven tools aggregates several different data sources including Moz, WordStream, AdWords, MajesticSEO and CALAIS as well as meta-data from the site itself. By using multiple data scores, I’m able to get a pretty darn good idea of trustworthiness and a user-based measures of content quality.
Both of these scores will come up in conversation when I talk to my clients about how well the content on their site or page is doing. My advice is to find a quality score you like and pull the current scores of your client’s web sits so you can proactively discuss how you can improve their content quality.
Of course, this is to be combined with ensuring that you eliminate technical barriers to search visibility but that’s for another time.