Why Content Quality Matters Beyond Search

Learn why investing in quality content pays off beyond just SEO rankings. See how it improves brand credibility, drives higher conversion rates, and more.

With AI Overviews dominating Google search results, many brands are experiencing hard hits with online impressions and traffic. This decrease in performance has some even wondering if quality content is worth the continued investment. (Spoiler: It is.)

Not every user comes to a page on your website from search. Some are already clicking around your website and stumble across another page that interests them. Others received a link from a friend or colleague. An omnichannel approach may send visitors from your social accounts or newsletter. 

Whether users discover your page on search, in an email, or in a Slack message at work, getting them on your website is only half the battle. You need to keep them there and, hopefully, convert them — which is where quality content comes in. 

What Is High-Quality Content?

Quality content doesn’t have a measurable score or set standard — it’s one of those things you can’t exactly define, but you know it when you see it. Content quality usually boils down to your brand’s voice and the expectations you set. Standards will vary from brand to brand, publisher to publisher, and website to website. But in general, quality marketing content should be:

• Well-researched and accurate
• Relevant and satisfy user intent
• Easy to read and digest
• Original and informative
• Free of grammatical and spelling errors
• Well-structured with headings, bullets, images, etc. 
• Full of actionable advice or clear calls to action

How Content Quality Impacts SEO Efforts

Google’s algorithms prioritize sites that publish helpful, quality content. So, to rank high in search results, you need to publish quality, human-centered content. It’s a non-negotiable.

About 70 million new posts are published on WordPress each month, which doesn’t account for all the posts published across other platforms like Squarespace, Hubspot, and Shopify. With so much content constantly added to the internet, quality writing will give your brand a leg up in search rankings and help you stand out. Plus, quality content keeps users on your page for longer and reduces bounce rates, which sends positive signals to Google’s ranking algorithms. 

The Importance of Quality Content Beyond the SERP

You’ve optimized your content for SEO, and a user has discovered your site — but what happens once they’re actually on the page? Your content is your opportunity to dazzle and impress your audience. Yes, you want to make sure it’s keyword-rich and has all the makings of great SEO content, but remember, we’re creating content for human consumption, not algorithms. 

When you create quality, relevant content that resonates with human readers, you can expect it to perform well. Here are seven benefits of quality content that go beyond search performance.

1. Enhanced Brand Reputation

Consistent, high-quality content reflects well on your brand and can improve your image. 

Turn your brain from Marketer mode to Customer mode. Which website are you likely to trust more when researching a product or service: one with an extensive library of polished, articulate content or one with skimpy, inconsistent, and error-riddled content? Great content shows consumers you are a real brand that takes quality seriously and can be trusted.

2. Increased Conversions

Original, engaging content keeps users on your website longer and encourages more interaction within your site. You can leverage content to guide users through the buyer’s journey, and clear CTAs can lead to more email sign-ups, demo requests, appointments booked, or products purchased. Quality content is your tool to guide and influence user actions. 

3. Engaged and Loyal Customers

Customers who love your content become loyal fans. Before AI content, users already struggled to find trustworthy content that resonated and entertained them. Now, it’s become increasingly difficult for consumers as AI writing has flooded the internet with low-quality, regurgitated content.

However, the increasing lack of quality content has a silver lining: brands that do invest in quality content often see continued engagement. When users finally discover high-quality content they like adrift in a sea of low-quality content, they want more. Maybe a user first found you through an informative but entertaining blog, which led them to sign up for your newsletter, follow you on their favorite socials, and regularly check in for fresh content. Every return visit means you’re top of mind – and every return visit presents an opportunity for conversion.

4. More Shares and Brand Awareness

That engaged customer we mentioned above? They aren’t going to gatekeep all the delicious content they found. Engaged users are more likely to share content, leave comments, and return to your website, which can increase brand visibility and enhance brand image through social proof. They’ll forward that useful blog post on hosting holidays in a small apartment to their friend who’s nervous about having family over for Thanksgiving. Or they’ll send that listicle on easy DIY home improvements to their dad, who has been tinkering around the house during retirement. 

5. Better Leads

Creating content that addresses your ideal customer’s specific needs, challenges, and interests can draw a more targeted audience to your site. These leads are more likely to be interested in your products or services because the content speaks directly to their needs and satisfies their search intent. 

In addition, white papers, case studies, and blog posts can provide valuable insights and solutions that help build a relationship with prospects. Providing this information upfront makes it easier for consumers to determine if your product or service is a good fit before they even fill out a contact form. By the time they talk to you, they are often more informed and ready to make a decision.

6. Be Seen As an Authority

Publishing authoritative and well-researched content helps you rank higher in search, but it can establish your brand as a leader in your industry and build trust with your audience. If they view you as a reliable source of information, they are likely to return to your website when they have a relevant problem or question. Once they’re ready or need to make a purchase, your brand will already be top of mind.

7. Reduced Strain on Customer Service Teams

Blog articles, FAQs, and landing pages all present the perfect opportunity to educate potential customers on your products and services. Customers can get the information they need directly from your website without having to reach out to your customer service team. Your content can reduce the load on your customer service representatives and give them materials and a place to direct customers when already-addressed questions or problems crop up. 

High-Quality Content That Delights Humans and Dominates Search 

In a world overrun by quick content, stand out with quality that speaks volumes. Learn why investing in high-quality, informative content can transform your customer experience and brand loyalty beyond just SEO benefits. GPO is ready to elevate your content strategy with everything from local landing pages to engaging blog articles to social media posts. Chat with our experts today to learn how we can elevate your brand’s performance on and off the SERP.