What is quality web content? [Checklist included]

How do you rank in SEO or AI Overviews? Or reduce your bounce rate? It all comes back to one thing: having quality web content. But changing algorithms, AI advancements and overwhelmed users make it hard to know what “quality” actually means. 

Quality can be hard to evaluate, since there isn’t one easy way to measure it.

But it’s a must-have today. Let’s explore how you can ensure your web content delivers the quality you need to show up in search and provide information that’s meaningful to readers. 

Understanding the technical side of quality health content

When you think of quality, you might think of good grammar, perfect punctuation, expert use of metaphors or well-researched content. Today’s expectations for quality go well beyond that, with a focus on delivering real value and aligning with search intent. 

Google’s E-E-A-T framework is a good place to start. This framework plays a significant role in evaluating content quality for healthcare and other industries.

• Experience: The webpage should demonstrate first-hand knowledge. You can do this by citing personal experience or research.
• Expertise: Content should reflect knowledge and understanding of the subject matter. Achieve this by interviewing subject matter experts, such as medical professionals, certified health educators or other well-informed individuals.
• Authoritativeness: Google “rewards” healthcare organizations and experts that demonstrate experience based on accreditations, certifications, reputation and other factors.
• Trust: Google prioritizes websites that offer up-to-date, accurate medical information based on scientific evidence. 

Understanding E-E-A-T helps you recognize what success looks like when it comes to your content creation efforts.

5 signs your web content is high-quality 

Here are five signs your web content is meeting the mark:

1. It aligns with user intent

Google aims to answer searchers’ queries. It rewards content that provides the most valuable, helpful and authoritative information possible. 

This means you need to understand what users who could land on your page are really looking for. It starts with keyword research. 

For example, if someone searches “Is it a cold or allergies,” does your page offer a clear, helpful answer that addresses each condition’s symptoms, treatment options and next steps?

Speaking of colds and allergies, see how a blog post we wrote on the topic went viral.

2. It puts the audience first

If your goal is to rank well in search and appear in those coveted “featured snippets” or AI Overviews, your top goal should be to give the reader a great experience. Ask yourself if the content is: 

• Understandable? 
• Easy to digest with headings, lists and formatting? 
• Written in active voice? 
• Interesting enough to keep readers’ attention? 
• Readable? 

“How you write the story is just as important as the content you decide to include,” says Leigh Wilkins, senior content writer and editor at WG Content. “Be sure to write at an appropriate reading level — most of our clients request seventh to eighth grade.”

Learn the difference between readability, plain language and health literacy.

3. It offers a unique perspective

Now that you’ve hit the first two marks, it’s time to ensure your content is original. It should reflect a unique perspective on the topic. If you don’t have anything valuable to say, don’t write it. 

How can you ensure your content is original? 

• Include quotes from your providers, researchers or other SMEs 
• Reference patient stories or case studies unique to your organization 
• Cite your program’s competitive differentiators
• Use novel research or studies your organization has conducted 
• Include original videos, visual aids or infographics
• Go back to the sources you used during research and ensure you haven’t inadvertently plagiarized or paraphrased them 

“Try to use multiple sources and enrich your content with quotes from subject matter experts, interesting data points and thoughtful perspectives,” says Leigh. “If your content simply repeats information found elsewhere on the internet, it won’t rank well in search.”

4. It’s accurate, error-free and well-edited

Readers are more likely to trust your brand if your content is error-free, which makes Google more likely to trust your brand, too.

• Research carefully using trusted sources from both inside and outside your organization.  
• Edit thoroughly to catch grammar and clarity issues. 

A great editor can ensure your content matches your brand and writing style guide, is without errors and is easy to read. 

5. It leads the reader to a clear next step

Don’t leave your readers hanging: offer a next step.

Examples include:

• Cross-links to your provider bios, locations and other related content 
• An interactive tool, like a symptom checker 
• Calls-to-action to make an appointment 

A quick web content quality checklist

How do you know if your health content is good quality or needs improvement? We’re here to guide you through the evaluation process.

Download a copy of the checklist.

Keyword research

• Page targets one keyword and theme
• Keywords meet the intent of the searcher

Titles and headings

• Keywords appear in titles and headings
• Headings offer value
• Headings make copy skimmable

Meta description

• Meta description is useful to the reader

Content

• Is original 
• Delivers on promise
• Contains accurate, timely information
• Reads like a human wrote it
• Cites reputable sources
• Is fact-checked
• Links to relevant information on your site and elsewhere
• Is fluff-free
• Has an actionable call to action
• Includes descriptive text in anchor text (the text that links to another page or part of a page) 

Images and video

• Images support text
• Captions provide additional insights
• Videos support the theme
• Video descriptions include keywords

Download a copy of the checklist.

WG Content delivers quality web content

Our team of writers, editors and content strategists produces high-quality content that informs, educates and enlightens. Send us a message to learn more about how we can support your content marketing initiatives.

Follow-up questions about creating quality content