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href="/blog/category/marketing/content/">Content</a></li></ul></div><h1 data-test="heading-text" class="sc-kLwhqv fjCyHV sc-eXlEPa dEBvkJ">Quality Content: What It Is + 10 Actionable Tips for Success</h1><span data-test="text-content" class="sc-kLwhqv gEQrQk sc-fmciRz hfOGEl"><p data-test="author"><a target="_blank" rel="noopener" role="link" href="/blog/user/ravi-pandya/">Ravi Pandya</a></p><span data-test="date">May 17, 2024</span><span data-test="time-to-read">17 min read</span></span><span data-test="contributors" class="sc-kLwhqv dJgXij">Contributors: <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/203815873/">Ana Camarena</a>, <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/208101041/">Karla Margeson</a>, and <a target="_blank" rel="noopener" role="link" data-test="contributor" class="sc-htJRVC bMoVP" href="/blog/user/201937009/">Boris Mustapic</a></span></div><div class="sc-gKclnd jomabB sc-fIosxK ReiQc"><img src="https://static.semrush.com/blog/uploads/media/c4/42/c442085705867920292c6a0a35150d20/quality-content.svg" alt="Quality Content" width="340" height="248" data-test="image"/></div></div></div></div><div data-test="container" class="sc-gKclnd dmOGYZ"><div data-test="template-article-base" class="sc-gKclnd iBtQsf"><div class="sc-jtXEFf jrBzsJ"><div class="sc-eldieg eYVFtH"><button class="sc-kiIyQV fqmceZ">Table of contents</button><button class="sc-kiIyQV fqmceZ"><svg aria-hidden="true" tabindex="-1" disabled="" class="___SIcon_pchrv_gg_ sc-cLpAjG cfZGuc" data-ui-name="Share" width="16" height="16" viewBox="0 0 16 16" data-name="Share" data-group="m"><path d="M11.707 1.293a1 1 0 1 0-1.414 1.414L12.586 5H7a6 6 0 0 0-6 6v3a1 1 0 1 0 2 0v-3a4 4 0 0 1 4-4h5.586l-2.293 2.293a1 1 0 1 0 1.414 1.414l4-4a1 1 0 0 0 0-1.414l-4-4Z" shape-rendering="geometricPrecision"></path></svg>Share</button></div></div><div 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href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fquality-content%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Quality+Content%3A+What+It+Is+%2B+10+Actionable+Tips+for+Success%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fquality-content%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 16 16" width="16" height="16" class="sc-bdvvtL dHnzHm"><use 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content that is useful, accurate, reliable, and relevant to its intended audience. It is well-researched and thoughtfully produced to provide genuine value—the exact information or solutions that readers are seeking.</p><p>But how to measure content quality?</p><p>There’s no universal process to measure a content quality score. Each website, publisher, or platform has its own definition and standards for quality content.</p><p>From a brand’s perspective, content should:</p><ul> <li style="list-style-type:disc">Align with your brand's voice and goals</li> <li style="list-style-type:disc">Reflect your brand’s identity and values</li> <li style="list-style-type:disc">Meet the specific needs and preferences of your target audience</li> <li style="list-style-type:disc">Drive engagement and conversions with compelling and persuasive messaging</li> <li style="list-style-type:disc">Enhance your brand’s reputation and authority within the industry</li></ul><p>Now, let’s understand the meaning of high-quality content. </p><p>From Google’s point of view, quality content is <a href="https://developers.google.com/search/docs/fundamentals/creating-helpful-content" style="text-decoration:none">helpful, reliable, and people-focused</a>:</p><blockquote><p class="quote">Google's automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top search results.</p></blockquote><p>So, quality content should:</p><ul> <li style="list-style-type:disc">Satisfy user intent—provide the information or solution the user is seeking</li> <li style="list-style-type:disc">Provide original information, research, or analysis</li> <li style="list-style-type:disc">Reflect the creator’s expertise and first-hand experience on the subject</li> <li style="list-style-type:disc">Be relevant and comprehensive enough to answer users’ questions effectively</li> <li style="list-style-type:disc">Offer substantial value compared to other pages</li> <li style="list-style-type:disc">Have a good <a href="https://developers.google.com/search/docs/appearance/page-experience" style="text-decoration:none">page experience</a> (e.g., page loading speed, readability, mobile experience)</li></ul><p>In short:</p><p>Google’s focus is to provide genuine value to searchers. </p><p>To be prioritized by Google, your content must help users achieve their objectives. While ensuring a positive and safe online experience.</p><p>Taking a holistic view, your content must meet three sets of objectives. Your brand’s, Google’s, and the users’.</p><h2 id="why-is-quality-content-important">Why Is Quality Content Important?</h2><p>Quality content helps your business in many ways. It can: </p><ul> <li style="list-style-type:disc"><strong>Improve your SEO rankings:</strong> Google prioritizes helpful, original content that addresses the reader’s search intent. That’s why creating high-quality content is key from an SEO perspective. </li> <li style="list-style-type:disc"><strong>Strengthen your brand:</strong> Good content improves your brand reputation, adds to conversations, and helps you to be seen as an industry expert </li> <li style="list-style-type:disc"><strong>Generate high-quality leads:</strong> With content, you can educate your audience and generate high-quality leads that are closer to becoming paying customers </li> <li style="list-style-type:disc"><strong>Increase conversion:</strong> Content is a great way to introduce users to your product or service. And guide them until they become customers. </li> <li style="list-style-type:disc"><strong>Reduce churn:</strong> High-quality content improves the customer experience. It facilitates onboarding and helps your customers get the most out of your products.</li> <li style="list-style-type:disc"><strong>Engage users:</strong> Good content keeps people coming back. It’s key for businesses looking to generate more returning visitors, like media sites.</li></ul><p>Bear in mind, though: </p><p>There isn’t a one-size-fits-all approach to creating good content. </p><p>Each business and industry has specific needs. So, you’ll need to customize your strategy.</p><p>However, high-quality content pieces do share some traits. Let’s explore these traits. And learn how to create high-quality content.</p><h2 id="10-tips-to-create-high-quality-content">10 Tips to Create High-Quality Content</h2><h2 id="1--start-with-extensive-research">1. Start with Extensive Research</h2><p>To create high-quality content, you should have a deep understanding of the topic. </p><p>For that, you must research the topic thoroughly. That way, your content can reflect a depth and breadth of knowledge. And stand out from superficial articles online. </p><p>In-depth research helps you: </p><ul> <li style="list-style-type:disc">Ensure your content is accurate. A poorly researched piece with errors will quickly lose your audience's trust.</li> <li style="list-style-type:disc">Identify gaps in existing content. And add value for your readers by filling those gaps.</li> <li style="list-style-type:disc">Source data and facts to add credibility and authority to your content</li> <li style="list-style-type:disc">Create unique examples or new angles on existing topics</li></ul><p>Use these sources to research your topic:</p><ul> <li style="list-style-type:disc"><strong>Search engines (Google, Bing, etc.)</strong>: Start with broad search terms related to your topic to get an overview (e.g., “meditation”). Move to more specific queries as you narrow your focus (e.g., “how to do transcendental meditation”). </li> <li style="list-style-type:disc"><strong>Industry reports</strong>: Identify reputable websites and publications relevant to your niche. Check for white papers, research reports, case studies, and in-depth articles. Sources like <a href="https://www.statista.com/" style="text-decoration:none">Statista</a>, <a href="https://www.mckinsey.com/" style="text-decoration:none">McKinsey</a>, and <a href="https://www2.deloitte.com/us/en.html" style="text-decoration:none">Deloitte</a> offer original research data and the latest industry trends. </li> <li style="list-style-type:disc"><strong>Academic journals</strong>: These are excellent for in-depth studies and the latest research. Platforms like <a href="https://scholar.google.com/" style="text-decoration:none">Google Scholar</a> or <a href="https://www.jstor.org/" style="text-decoration:none">JSTOR</a> provide access to peer-reviewed articles.</li> <li style="list-style-type:disc"><strong>Books</strong>: Read books (or ebooks). It’ll give you a well-rounded perspective on your topic. </li> <li style="list-style-type:disc"><strong>Subject matter experts</strong>: Interview industry experts to get practical tips. And unique perspectives from their experience. </li> <li style="list-style-type:disc"><strong>YouTube</strong>: Watch expert videos on your topic</li> <li style="list-style-type:disc"><strong>Online forums</strong>: Ask your topic-related questions and join discussions in forums like <a href="https://www.quora.com/" style="text-decoration:none">Quora</a> and <a href="https://www.reddit.com/" style="text-decoration:none">Reddit</a></li></ul><h2 id="2--address-your-customers’-needs">2. Address Your Customers’ Needs</h2><p>High-quality content addresses needs and solves customers’ problems.</p><p>In order for your content to do this, you must understand your audience, their problems, and the questions they ask. </p><p>These three customer aspects are essential:</p><ol> <li style="list-style-type:decimal"><strong>Their motivations</strong>: Their final goals. What they want to achieve. </li> <li style="list-style-type:decimal"><strong>Their pain points</strong>: The problems they experience </li> <li style="list-style-type:decimal"><strong>Their preferred channels and platforms</strong>: Where they like to consume information and spend time online. Like LinkedIn, blog posts, newsletters, etc.</li></ol><p>With this information, you can define your <a href="https://www.semrush.com/blog/buyer-persona/" style="text-decoration:none">buyer personas</a>—in-depth customer profiles.</p><p>Which can look like this:</p><figure class="easyimage easyimage-side"><picture><img alt="Customer profile of a woman, with a portrait and various text sections outlining her demographic info, bio, challenges, etc." data-original="https://static.semrush.com/blog/uploads/media/f9/89/f989565b4f7f38a5cb66a1ca9c3ea468/4d9ea191aaeed395afde1363992684c9/original.png" height="1029" loading="lazy" src="https://static.semrush.com/blog/uploads/media/f9/89/f989565b4f7f38a5cb66a1ca9c3ea468/4d9ea191aaeed395afde1363992684c9/aNw6J0Q6WfKFHEa-krKSr821f3sEBfY5a_k9ofXTfnV1wqoPDmWyHdVphx7JJhCdHQitBbTSPv6r1bZGiMyhoZCGkQNSKQgEX8GzSZN_SwS1jaWHEwZNU7AW4t19znC_P0H4ibNiDxQ6qmgOCUnz4MY.png" width="1010"/></picture></figure><p>This is key to choosing what topics your content will cover. And where you’ll post.</p><p>(Don’t worry: We’ll explain more about performing audience research <a href="#performing-audience-research">in the next section</a>.)</p><h3 id="understanding-search-intent">Understanding Search Intent</h3><p>We can’t talk about addressing customers’ needs without first explaining search intent.</p><p>Search intent is the underlying goal behind a search query. </p><p>It can be divided into four types: informational, navigational, commercial, and transactional. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Four distinct colored blocks, showing four types of search intent: Informational, Navigational, Commercial, Transactional." data-original="https://static.semrush.com/blog/uploads/media/1e/1e/1e1ed6dafd57951690ce1770808c65bd/853a03eda62eb42358c3b3101b9d914a/original.png" height="902" loading="lazy" src="https://static.semrush.com/blog/uploads/media/1e/1e/1e1ed6dafd57951690ce1770808c65bd/853a03eda62eb42358c3b3101b9d914a/_cCJ3rJARPDkFI3GKdKITuxirGvCAS2-7SE_kRFdylk1ztkKewuXlHy_Ga5EJX6bXQlBzWIGZQJg4i5oKM1Dpk6EiFJhVPx9IqiDGHGvoRRYvcy2OkhxL6d72Rjq109JUaKYKXoTViM4iKqaXhpQNKE.png" width="1010"/></picture></figure><p>Take a keyword like “best email marketing tools.” </p><p>Say someone types it into Google. That user probably expects to find a list of email marketing tools, with their features, prices, and other relevant information.</p><p>Satisfying search intent means understanding what the user really wants. And creating content that delivers just that. </p><p>No unnecessary sections, no fluff. </p><p>Understanding search intent is key to creating blog posts that rank well in Google. </p><p>It’s also important if you’re creating YouTube videos, podcasts, or any kind of content that can be found using a search bar. That’s because platforms like YouTube and Spotify will always prioritize high-quality content that gives users what they’re looking for. </p><p><em><strong>Further reading</strong></em><em>: Learn more about search intent in </em><a href="https://www.semrush.com/blog/search-intent/" style="text-decoration:none"><em>What Is Search Intent? A Complete Guide</em></a><em>. And find out how Semrush can help you identify the intent behind a particular keyword.</em></p><h3 id="performing-audience-research">Performing Audience Research</h3><p>To perform audience research, collect information from your own company and external sources. </p><p>This is an ongoing process.</p><p>Let’s analyze how to perform audience research, step by step.</p><h4 id="step-1:-make-use-of-your-team’s-expertise">Step 1: Make Use of Your Team’s Expertise</h4><p>Most businesses have in-house experts who can share knowledge that will help you create customer-first content.</p><p>Reach out to folks in customer service, sales, and so on. Anyone who regularly talks to customers. They can share common customer questions, concerns, and frustrations.</p><p>For example, say you own a Spanish language school in Barcelona. You could talk to teachers, a colleague at the front desk—basically, anyone who has a direct relationship with the school’s patrons.</p><p>You’ll get ideas for your content. </p><p>For example, you may learn prospective students at the school often ask:</p><ul> <li style="list-style-type:disc">How long does it take to reach an intermediate Spanish level? </li> <li style="list-style-type:disc">What are some formal and informal ways to say “Thank you” in Spanish?</li> <li style="list-style-type:disc">How is your language school different from an online language school? </li></ul><p>Any of those topics would work perfectly as a blog post, an Instagram post, or even a newsletter topic. </p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/digital-content-creation/" style="text-decoration:none"><em>Digital Content Creation: What It Is and How to Excel at It</em></a></p><h4 id="step-2:-ask-your-customers">Step 2: Ask Your Customers</h4><p>The most useful way to understand what content your customers would find valuable? Ask them.</p><p>Of course, a one-on-one conversation is the best way to get nuanced replies. However, these conversations take time and resources.</p><p>Interview a larger sample size with less effort by sending a survey. Use free survey tools. Like <a href="https://www.google.com/forms/about/" style="text-decoration:none">Google Forms</a> or <a href="https://www.typeform.com/" style="text-decoration:none">Typeform</a>. </p><p>Remember: </p><p>Keep it easy for your customers. Ask as few questions as possible. And make the questions simple.</p><p>Let’s revisit the language school example. You could ask:</p><ul> <li style="list-style-type:disc">What are the biggest problems you face when learning Spanish?</li> <li style="list-style-type:disc">And your biggest problems as an expat living in Barcelona?</li> <li style="list-style-type:disc">How do you prefer to consume content? (Blog posts, videos, social media posts, podcasts, etc.)</li></ul><p>Questions like these will help you find topics and define the best formats for your <a href="https://www.semrush.com/goodcontent/content-marketing-blog/content-strategy/" style="text-decoration:none">content strategy</a>.</p><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Add open-ended questions (questions without “yes” or “no” answers) to get the most details from your customers.</em></p></div></aside><h4 id="step-3:-research-the-market-and-your-competitors">Step 3: Research the Market and Your Competitors</h4><p>Look for relevant topics in your industry and analyze your competitors. </p><p>Semrush’s <a href="https://www.semrush.com/topic-research/" style="text-decoration:none">Topic Research</a> tool is a great place to start. </p><p>You can go to the tool, add a broad topic, and click “<strong>Get content ideas</strong>.”</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Topic Research user interface with "Spanish translator" in the search field and a highlighted "Get content ideas" button." data-original="https://static.semrush.com/blog/uploads/media/97/d7/97d7674fa64bcc03e39ae3308ab8e266/bdb22110ab9e8c5136e23e57c7b38ee9/original.png" height="715" loading="lazy" src="https://static.semrush.com/blog/uploads/media/97/d7/97d7674fa64bcc03e39ae3308ab8e266/bdb22110ab9e8c5136e23e57c7b38ee9/2gwjFxo57D6K17nBSL--4iCu4rKHWJoJYOk-FCItbPFj0wFK-yP1Lin8hnVEVIML5-_7rxG8z4x1fNINtDNYtDqYu7XoB0ESqzK-U4ptUoHczWR2yM54g5Ywd7Cy-6GBgGdihPOFinwOkH8v6dUcUMA.png" width="1010"/></picture></figure><p>The tool will generate a list of related topics:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Topic Research "Content Ideas" report showing six cards with information on "Spanish translator" related subtopics." data-original="https://static.semrush.com/blog/uploads/media/06/c5/06c5183bb461252a7a466b18b8142209/6dfce9396ef1ca09eab64de8bbffd994/original.jpeg" height="1214" loading="lazy" src="https://static.semrush.com/blog/uploads/media/06/c5/06c5183bb461252a7a466b18b8142209/6dfce9396ef1ca09eab64de8bbffd994/Zeh2f2o6iFoUqAhKsZZwjVysrlln8_SQxSEcQeKQjb1yvvynTo0DVT0bzSQU5w4xpQMyUNep0FzslkIjLW8KdmBSEt9SNsw8D60zkPynjRRmU-sOUFcmFlxTFA6A5GwdaYZquzPC0uUovkLkB0V5yiE.jpeg" width="1010"/></picture></figure><aside class="tip-box"><div class="tip-box_title"><p><em><strong>Pro tip</strong></em></p></div><div class="tip-box_text-wrapper"><p><em>Cards with trending subtopics have red “trending” symbols in their top-right corners. Organize the cards by trending subtopics to get popular content ideas.</em></p></div></aside><p>Click on a card to see the following information:</p><ul> <li style="list-style-type:disc">How many times per month users look for that keyword on Google (“Subtopic Volume”)</li> <li style="list-style-type:disc">Headlines of related articles</li> <li style="list-style-type:disc">Related questions</li></ul><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Content Ideas report with one subtopic expanded, showing "Subtopic Volume," and the sections "Headlines" and "Questions."" data-original="https://static.semrush.com/blog/uploads/media/32/fa/32facf6def4dca14f4c9a2ceda11e087/d0bf368d56efab0e13363b1d48a1458c/original.jpeg" height="1585" loading="lazy" src="https://static.semrush.com/blog/uploads/media/32/fa/32facf6def4dca14f4c9a2ceda11e087/d0bf368d56efab0e13363b1d48a1458c/jv6tIIS5QTzxDK9h6RMUOI5hnPYp9cCkm4MqF0fsaxOna0pHLA9fcYqTw1xLGus4oVnEsESvvHtQL0KM_KhEfTuVZ1Ds0kFFjd4hU7TxTxdtQRe-nw4-o1smRIDUzHld6zTo11PrBtx9Unz3TkNe7x0.jpeg" width="1010"/></picture></figure><p>Semrush collects these results by analyzing pages ranking on Google. That means you can see what topics people are actively searching for.</p><p>Use these ideas as starting points for creating content across a variety of formats, like social posts, newsletters, or podcasts. </p><p>If you’re looking for more ways to research the market and your competitors, try these Semrush tools: </p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/organic/overview" style="text-decoration:none">Organic Research</a>: See the keywords your competitors rank for on Google</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/keywordgap/" style="text-decoration:none">Keyword Gap</a>: Find the keywords your competitors are missing</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/social-media/" style="text-decoration:none">Social Tracker</a>: Track your competitors’ social media activity</li></ul><div></div><h2 id="3--focus-on-‘information-gain’">3. Focus on ‘Information Gain’</h2><p>The concept of “information gain score” aims to measure how much new and unique information a piece of content provides to a user. How much is beyond what they’ve already seen in other search results on the same topic.</p><p>Google introduced this concept based on a <a href="https://patents.google.com/patent/US20200349181A1/en" style="text-decoration:none">patent application</a> published in 2020. </p><p>Here’s a snippet of how a machine learning algorithm could determine information gain score, based on the patent:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Six interconnected rectangular boxes, indicating a sequence of steps in a process for algorithmic document selection." data-original="https://static.semrush.com/blog/uploads/media/c8/94/c894bb4b4767215e60049e8aa140db00/d79df3b232d02aeb4e51a6db6873561a/original.png" height="1438" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c8/94/c894bb4b4767215e60049e8aa140db00/d79df3b232d02aeb4e51a6db6873561a/muSsX8OwcgfisQyW0aebGeRtWER41nvMjzdZnIsAMYuXtVedyv8I69q_9War9c3NCJr_dP3Jojo_UQh16eHQFhv6clB7KRI3FKtRasZKz5jJMW3rRbM3ywtBQ30yskv9sOFPQzutqUpqBILF61oK3hg.png" width="1010"/></picture></figure><p class="note">Image Source: <a href="https://patents.google.com/patent/US20200349181A1/en" style="text-decoration:none">Google Patents </a></p><p>This means: </p><p>Google now has a method and a metric for quantifying the uniqueness of content for a given search query. And ranking the results accordingly. </p><p>(Although the actual application of this method in the search engine was unclear at the time of publication.)</p><p>How can you make your content unique?</p><ul> <li style="list-style-type:disc"><strong>Share a unique angle</strong>. Use an unexplored angle to discuss a common topic. </li> <li style="list-style-type:disc"><strong>Share expert insights</strong>. Speak to industry experts. Feature their insights in your content.</li> <li style="list-style-type:disc"><strong>Share original data</strong>. Publish the results of your primary research, surveys, or case studies.</li></ul><p>Primary research—also known as original research—requires time and resources. But it’s a surefire way to create original, unique, and value-driven content.</p><p>Here’s an example:</p><p>We studied the digital advertising activity of 956 domains from 13 different industries for our <a href="https://www.semrush.com/blog/ad-spending-benchmark-data-study/" style="text-decoration:none">Advertising Trends</a> study.</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Horizontal bar chart with 13 bars, depicting in decreasing order, the average monthly digital ad spend by various industries." data-original="https://static.semrush.com/blog/uploads/media/57/54/57542e64ff59a2839d53b6c07f865fed/4da132ac16b107e745298da0c0eb626c/original.png" height="1348" loading="lazy" src="https://static.semrush.com/blog/uploads/media/57/54/57542e64ff59a2839d53b6c07f865fed/4da132ac16b107e745298da0c0eb626c/LWlBWgRpsA6hW_EOFsOBCTttHbk6lzxwVNCKhVUhf4C28D5lhjzxK2BwYDAD7xq7D512sjvWgQAbpfsoIL6UJVmDfU6doA1Iqko_kUw42NL6SmzmThadBT-K1XjG8LfePuvvgcgTcx1oSandEk3Ecoo.png" width="1010"/></picture></figure><p>Besides higher rankings, this type of content is also likely to earn more backlinks. And social shares.</p><h2 id="4--showcase-your-expertise">4. Showcase Your Expertise</h2><p>In many cases, content is high quality because it is created by (or with the insights of) subject matter experts. </p><p>Having someone with real experience on the topic at hand adds depth and trustworthiness to your content. </p><p>It’s common to find (lower-quality) content pieces created by people with no real experience in the topic. They read articles or watch videos about the subject. Then they create something that is merely a combination of what’s already out there. </p><p>No added value, no originality. </p><p>By involving subject matter experts in your content creation process, you differentiate yourself from the overwhelming amount of content published every day. </p><p>To do this, you have two options: </p><ol> <li style="list-style-type:decimal">Finding subject matter experts who can “transform” their knowledge into good content pieces</li> <li style="list-style-type:decimal">Interviewing subject matter experts and creating good content with their insights</li></ol><p>It can be difficult to find people who are experts in a particular area <strong>and </strong>good communicators. That’s why, most of the time, you’ll find that the second option is easier. </p><p>(Of course, in many cases, you’ll be the subject matter expert! Or someone in your company.)</p><p>Finding subject matter experts is especially important if you’re creating content for SEO (like blog posts).</p><p>Why?</p><p>Because of E-E-A-T (previously known as E-A-T).</p><p>E-E-A-T is a term Google uses that stands for Experience, Expertise, Authoritativeness, and Trust. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Text block explaining the acronym E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness." data-original="https://static.semrush.com/blog/uploads/media/19/f4/19f4dacb08d476b418b8990ee5fd3a99/a65320d1d504be2cf88a0436708562b6/original.jpeg" height="879" loading="lazy" src="https://static.semrush.com/blog/uploads/media/19/f4/19f4dacb08d476b418b8990ee5fd3a99/a65320d1d504be2cf88a0436708562b6/mwlWmF-WvMYzgY9bpF5CR90MyNZ2lSAeTduecGtTeecRCHN-TdMSKDajvkOrkOqzbaf-t6HyxOklznOYgED0rpqCbOGO_N3c5aJ88bMIOgg0w5gkMZjFaaYMAOuWWcBnuyDCJGMvvbZkBLTdY_2wQkU.jpeg" width="1010"/></picture></figure><p>These four elements are part of Google’s <a href="https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf" style="text-decoration:none">Search Quality Rater Guidelines</a>. </p><p>E-E-A-T is not an official ranking factor, but it’s important from an SEO perspective. </p><p>To identify content that follows E-E-A-T guidelines, Google wants to consider aspects like:</p><ul> <li style="list-style-type:disc">Content quality</li> <li style="list-style-type:disc">Author</li> <li style="list-style-type:disc">Source credibility </li> <li style="list-style-type:disc">Quality of backlinks</li></ul><p>E-E-A-T is especially important if you create content about YMYL (your money or your life) topics.</p><p>These are topics that, if explained wrong, can negatively impact a person’s life. Healthcare and finance are two good examples. </p><p>Does E-E-A-T only impact SEO content? Yes and no. </p><p>Let us explain:</p><p>E-E-A-T is a Google principle. But you can use Google’s general guidelines to create high-quality content on other platforms.</p><p>Say you own a flower shop. You want to create an Instagram Reel sharing tips to keep a flower bouquet fresh. </p><p>Instagram doesn’t have E-E-A-T guidelines.</p><p>However, the underlying idea still applies: Users want original content created by subject matter experts. </p><p>You could put together a list of basic, uninspired tips taken from Google. Or you could use your own expertise to create insightful, valuable, unique content. It will take more time, but it will differentiate your content from everyone else’s. </p><p><em><strong>Further reading</strong></em><em>: If you want to learn more about E-E-A-T and YMYL, check out our article: </em><a href="https://www.semrush.com/blog/eeat/" style="text-decoration:none"><em>What Are E-E-A-T and YMYL in SEO & How to Optimize for Them</em></a><em>.</em></p><h2 id="5--answer-frequently-asked-questions">5. Answer Frequently Asked Questions</h2><p>Frequently asked questions (FAQs) allow you to provide a better reading experience. By anticipating the topic-related questions users might have. And instantly answering them in content. </p><p>That way, readers don’t have to look for answers elsewhere.</p><p>Besides being helpful to users, FAQs help increase your content’s search visibility. </p><p>For question-based queries, Google often shares answers from FAQs as a “<a href="https://www.semrush.com/blog/featured-snippets/" style="text-decoration:none">featured snippet</a>.” Which looks like this:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Google search results page for "is andromeda galaxy bigger than milky way" with a featured snippet that includes two images." data-original="https://static.semrush.com/blog/uploads/media/2c/13/2c136a401a5583b19171a5110c5478f7/1fa1a98d36d60ab7f66e363cc1c884bc/original.jpeg" loading="lazy" src="https://static.semrush.com/blog/uploads/media/2c/13/2c136a401a5583b19171a5110c5478f7/1fa1a98d36d60ab7f66e363cc1c884bc/EfElm70daXZqpbnWjuq5I9ARKuEUXk0nszslLKJRq3_xKVNyxVgxuSkW-Yd1ocsOZnBRo1Z8T0GvzZwNtYuDgBBUWxMXdRRWAsrERdMxQ24B8VMrcaB9y2ARDtgPuTx4IieLebEaxkEju3c3uRUggWI.jpeg" width="1010" height="569"/></picture></figure><p>Google also shares answers in the <a href="https://www.semrush.com/blog/how-to-maximize-people-also-ask-seo-opportunities-study/" style="text-decoration:none">People Also Ask (PAA) box</a>.</p><p>Like this: </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Google SERP for "is andromeda galaxy bigger than milky way" showing the "People also ask" box, with one question expanded." data-original="https://static.semrush.com/blog/uploads/media/60/5a/605a920e9c95d4eeea6f284d1451ddef/1b73bea2fa713ae96f6e357fea59f974/original.jpeg" height="1408" loading="lazy" src="https://static.semrush.com/blog/uploads/media/60/5a/605a920e9c95d4eeea6f284d1451ddef/1b73bea2fa713ae96f6e357fea59f974/f0VTTB-hT-xKBhdvhDK07_TMILU_nSdOzyp-0pN_fg2orLa2pKjUDjbxrSV7ZxZe-g35BiVcQl8gOJapLIoJZcdavpRMfsxqvkHIHD4wST9kk23rI7IOh4Cvn1s40r6s4AvJoX-MnZN9FCayGqeQ0Gw.jpeg" width="1010"/></picture></figure><p>Having your answers feature in snippets or PAA boxes amplifies your content’s reach. And can drive additional traffic to your site. </p><p>So, how do you identify the right FAQs for your content?</p><ol> <li style="list-style-type:decimal">Check the topic-related questions in the PAA box. As you saw in the above example.</li> <li style="list-style-type:decimal">Ask customer service and sales teams about the questions they hear most often</li> <li style="list-style-type:decimal">Use a keyword tool to find question-related keyword opportunities</li></ol><p>To discover question-based keywords using Semrush’s <a href="https://www.semrush.com/analytics/keywordmagic/" style="text-decoration:none">Keyword Magic Tool</a>, enter a keyword into the text field, select a country in the drop-down, and click the “<strong>Search</strong>” button.</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool interface with a search bar containing the text "andromeda galaxy", alongside a green "Search" button." data-original="https://static.semrush.com/blog/uploads/media/8f/82/8f821b96d5c763d285d4a5d4d6d44023/f046d2c01313d9e616fa6b6f1f254604/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/8f/82/8f821b96d5c763d285d4a5d4d6d44023/f046d2c01313d9e616fa6b6f1f254604/kT2tisOr2XRvPFAXWL-Nnf0OADQ1UxhYZVYnmca7OX2iU48FKJuDiS9vJKmCJZjZnGJITpmPe0KBC_thyeQbv70hopkoq0-vrE5jul9Cuh1bV2dnEGWHeyuEdywptqAZ-DJ_7mMP-izmMERc-97o3JY.png"/></picture></figure><p>You’ll see a list of keywords related to your target keyword.</p><p>Like this:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool results showing on the right a table of specific keyword phrases, their search intent, volume, etc." data-original="https://static.semrush.com/blog/uploads/media/c7/22/c722aabe5ff909f16bf820e8bcbfead0/4465c937269aaa102af41923d5cb49b9/original.jpeg" height="1297" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c7/22/c722aabe5ff909f16bf820e8bcbfead0/4465c937269aaa102af41923d5cb49b9/UsANgcw-dlYcErQPrusOWN7TXhpFgPHRUIhWRFGwixA40LqkNZLoMu-Z3OPTi8ujtc0SNGyyhzkSpc1yu5V0IRcIrS5aWMnNrEYFubu6jH-lANHHiHAG5GB3ntS0MwsJQuFP7Sy9XH5q05xkZr2iRx8.jpeg" width="1010"/></picture></figure><p>Next, click the “<strong>Questions</strong>” tab at the top-left corner. This filters for question keywords. </p><p>Now you’ll have a list of questions along with search volume (estimated number of monthly searches for a query). And keyword difficulty (KD)—level of competition to rank for a specific query.</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Keyword Magic Tool with data indicating search volume, keyword difficulty for queries related to the Andromeda galaxy." data-original="https://static.semrush.com/blog/uploads/media/98/a7/98a7490091cb0c552e3b867b16f08fb4/c29445c0e035ab48d6684473f02dbf90/original.jpeg" height="1378" loading="lazy" src="https://static.semrush.com/blog/uploads/media/98/a7/98a7490091cb0c552e3b867b16f08fb4/c29445c0e035ab48d6684473f02dbf90/1jMlmHyF5f9J5VuAfp7qIyXLxmbQnOESTtHod4N_pg1UGkp-zVRU-yQrnA5k8leNi5jxKBc60tJep8jn2fetOCiztR7iIC8QGmF81x6nZY-Jt-ffBx6Pa8sbONIwEeT6RZ467rq_5QP5JRcjutIexME.jpeg" width="1010"/></picture></figure><p>Pick four to five most relevant questions that you haven’t covered in your existing content. Answer them thoroughly in an FAQs section. </p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/faq-pages/#create-better-faq-pages-with-semrush" style="text-decoration:none"><em>6 Examples of FAQ Pages and How to Write a Great One</em></a></p><div></div><h2 id="6--add-plenty-of-examples">6. Add Plenty of Examples</h2><p>Using plenty of examples throughout your content makes it useful, actionable, and relatable. </p><p>Here’s why it’s super important to explain concepts with examples. It:</p><ul> <li style="list-style-type:disc"><strong>Improves understanding</strong>: Examples make a complex or abstract topic easier for your audience to follow. So they can understand the concept and take action. </li> <li style="list-style-type:disc"><strong>Enhances relatability</strong>: When you share real-world applications or scenarios, your audience can relate them to their lives. It’s a great value addition. Readers like to come back to content they can relate to.</li> <li style="list-style-type:disc"><strong>Boosts engagement</strong>: Examples can make content (especially business content) more interesting. And less monotonous. You can engage readers. And make them stay longer on your site. </li></ul><p>Here’s a good example from our blog post on <a href="https://www.semrush.com/blog/marketing-plan/" style="text-decoration:none">marketing plans</a>. The author has explained a concept (Marketing Plan vs. Marketing Strategy vs. Business Plan) with a table. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="A blog table comparing Business Plans, Marketing Strategies, and Marketing Plans, highlighting their definitions, etc." data-original="https://static.semrush.com/blog/uploads/media/de/97/de97a8d34257b24e7b31904523673bd9/cb154db41f3e1f2d06fec5c5ca9abb75/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/de/97/de97a8d34257b24e7b31904523673bd9/cb154db41f3e1f2d06fec5c5ca9abb75/qscOtLh5sxGYHxMs0le5-wPy40JAsk6r7iW1CfVbwjS5kT9qjBsx5EOUOGHimGZxoqrIbfRMAJ3eH1pl4gx5iSxXGkXYwH32zWMJCP-cfILKZyLxkGUKNzlJiCZS3fbLDpHAdpZVlcSoPabaLypGdho.png" width="1010" height="1137"/></picture></figure><p style="text-align:justify">It’s possible that not all readers will grasp the differences based on the information in the table.</p><p style="text-align:justify">So the author also explained the concept with a hypothetical business case. To make it easy to follow for readers.</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Blog section discussing an example of a pet supplies startup's business plan vs marketing strategy vs marketing plan." data-original="https://static.semrush.com/blog/uploads/media/75/f5/75f5befa6fe79fc2085890e07be915a2/21a70c571d17272fb2b42563471d0478/original.jpeg" loading="lazy" src="https://static.semrush.com/blog/uploads/media/75/f5/75f5befa6fe79fc2085890e07be915a2/21a70c571d17272fb2b42563471d0478/YudJzebGrvlp2U8O_a91ER_1ZcO0ekiUOuZiGW_-7_nI-HrHCZ3wXwFTCrQ6MPqTC9zKPmlgh_-H0wAl9NGU7jWFCFG2BAn0EAaQ-_TPL1ks1F8mDrhKeWUS0XwSdHM_WTaaMNGDUwkOI9777qvmtbc.jpeg" width="1010" height="1229"/></picture></figure><p>Follow these best practices to make your examples effective: </p><ul> <li style="list-style-type:disc"><strong>Use diverse examples</strong>. Include a variety of examples that cater to different segments of your audience. This helps your content resonate with a wider audience.</li> <li style="list-style-type:disc"><strong>Be specific and detailed</strong>. Detailed examples are more effective than generic ones. They provide depth to your arguments. And make your content more authoritative.</li> <li style="list-style-type:disc"><strong>Strike a balance.</strong> Use a mix of real-world and hypothetical examples. This approach provides both clarity and practical application.</li></ul><h2 id="7--make-it-easy-to-read">7. Make It Easy to Read</h2><p>If you’re creating text-based content (like blog posts, ebooks, or social media posts), content readability is key to engaging users. </p><p>Here are some ideas to improve content readability:</p><ul> <li style="list-style-type:disc"><strong>Write short sentences.</strong> Whenever possible, divide long sentences into two or three shorter ones.</li> <li style="list-style-type:disc"><strong>Include one idea per paragraph.</strong> Use short, simple paragraphs. </li> <li style="list-style-type:disc"><strong>Add images.</strong> Use images to break up long sections to make it easier for readers to stay engaged.</li> <li style="list-style-type:disc"><strong>Use lists.</strong> When possible, use bulleted or numbered lists.</li> <li style="list-style-type:disc"><strong>Share relevant information first.</strong> Don’t force users to read your whole piece to find what they’re looking for.</li></ul><p>See some of these tips at work in this LinkedIn post:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="LinkedIn post by Amanda Natividad, VP of Marketing at SparkToro, reflecting on her personal growth in communication." data-original="https://static.semrush.com/blog/uploads/media/c3/29/c32947aaa20877c087ec47d5e8e67d1a/6b4f5d4de406081fd7525422d25d9eea/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/c3/29/c32947aaa20877c087ec47d5e8e67d1a/6b4f5d4de406081fd7525422d25d9eea/Mie2ESh0_s0c_Ag7Hs6rqPsSyfk7rHCM3l0Tv0x8XTvrBePkrwmfCyOEc9iV7h13mbt0TGSge7ha8j981FByAYIPqjmAYPsEsUWGiy8SPo603f57A7dERKNyU-5zpMuSJoPUXXlg8F55z0aybYbWX_Y.png"/></picture></figure><p>It has four simple paragraphs, one idea in each. No blocks of text, no fluff. </p><p>Looking for an example of a blog article that puts these tips into use? You’re reading it right now!</p><p>We work hard to make our articles as easy to read as possible. </p><p>If you also write blog posts, Semrush’s <a href="https://www.semrush.com/swa/" style="text-decoration:none">SEO Writing Assistant</a> is a great tool to improve content readability. It scans your piece in real time and provides readability recommendations. </p><p>It will rank your text’s readability and recalculate your rating as you make changes. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="SEO Writing Assistant with an article about the Andromeda Galaxy and a readability analysis tool showing a score." data-original="https://static.semrush.com/blog/uploads/media/b0/ba/b0bae77403ebcc36e40b4f49380cd354/b013c64e7548a7d722884a34b1f623b3/original.jpeg" height="1255" loading="lazy" src="https://static.semrush.com/blog/uploads/media/b0/ba/b0bae77403ebcc36e40b4f49380cd354/b013c64e7548a7d722884a34b1f623b3/rG6m5t3L0AAJzZM3Rp-tRI6E7MnOvVsfypVYvkAU6eTUjCIEDTPHAP6X51Q32eCLjBJOTY7fPBLSOxEc7Z4jj6Q6iIQYRWJNbJjGCTouZtM4aY9LJi4ZKBrwa5iiY_o-Kkt3zJvelsmYxQp70mr7sJM.jpeg" width="1010"/></picture></figure><p>You can use the SEO Writing Assistant directly in the Semrush platform. Or use it in Google Docs, WordPress, or Microsoft Word. </p><p>Once the add-on is activated, just start writing the article, add your target keywords, and click “<strong>Get recommendations</strong>.”</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Google Docs interface displaying a draft for a blog post, along with a Semrush SEO Writing Assistant sidebar." data-original="https://static.semrush.com/blog/uploads/media/a3/ab/a3ab88607aa8631e73352deef263d735/e64083241ac28eebddff8ea93b2c491d/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/a3/ab/a3ab88607aa8631e73352deef263d735/e64083241ac28eebddff8ea93b2c491d/pk430-evEmcqJHNkJK6MpnB9Cx6n4HPnPW_sQeEyVrZhwIZ65j6wR7R0GV1DJ1gSJcmAXLDkQsjbmzEDScf5_kR8vITJyuLxiVDxc1znR9iKWUHnCaxCtEPlMriRTXEXxABhbXNoxFgQJrtjUCtLOlw.png"/></picture></figure><h2 id="8--use-visuals">8. Use Visuals</h2><p>Visuals—such as images, videos, and infographics—quickly capture readers’ attention. They also help users remember information more effectively than text-only content. </p><p>Besides, large blocks of text can overwhelm your readers.</p><p>Use visual breaks to make your content more readable and engaging.</p><p>Like this:</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Blog section showing, in a highlight, a screenshot of the AI Video Marketing Automator app interface." data-original="https://static.semrush.com/blog/uploads/media/52/3c/523c6ab8d2e2a111795fff4844d54a3d/92f5c5d4e67bfb558e3c472de35b86e4/original.jpeg" height="1372" loading="lazy" src="https://static.semrush.com/blog/uploads/media/52/3c/523c6ab8d2e2a111795fff4844d54a3d/92f5c5d4e67bfb558e3c472de35b86e4/MdCOobySU-CHOerhzPdl1MDpbTe2u4V5P7Nmkaklj3sU1ltAbWhbEzBCtcY5pliZbsQWBo7IEowE8rspaOnB9Xnyg1nzgxj0x896u9mug-5I6lIrpRoXScgGNZ5I3H4kvSPHai7dk5gOtZOdkzzBIZQ.jpeg" width="1010"/></picture></figure><p>You can also use visuals to simplify complex ideas. Like charts, illustrations, or diagrams. </p><p>See how this illustration simplifies the concept of linking pillar and cluster pages?</p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="A topic cluster linking structure with 4 columns: a pillar page and 3 cluster pages connected with bidiractional links." data-original="https://static.semrush.com/blog/uploads/media/7c/bd/7cbdbdffaaac9b34157b76d2ddb922ab/fc7900098fd29a736e35771f6e47a00c/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/7c/bd/7cbdbdffaaac9b34157b76d2ddb922ab/fc7900098fd29a736e35771f6e47a00c/tjxeof0IdT7R5RAiLZocvqUyk404M1sYDpn6YiS3UtAKqCZMsqEtQtap0c-4LsGCEq_R9S0hSnIgiQtuIlNPhhDqzP3fzWLqAkf2H6ptQekb6dSR3hYyzKjqcM82ZgUqg9bBUToTUT0t-zbxInLVXmU.png" width="1010" height="1600"/></picture></figure><p>Follow these quick tips to effectively use visuals in your content: </p><ul> <li style="list-style-type:disc">Make sure visuals are directly relevant to the surrounding text (and section)</li> <li style="list-style-type:disc">Don’t use images just for the aesthetics. Every visual must serve a purpose—illustrate a point, show an example, or break up text.</li> <li style="list-style-type:disc">Avoid generic or stock images</li> <li style="list-style-type:disc">Use screenshots to show step-by-step tutorials or workflows</li> <li style="list-style-type:disc">Insert visuals thoughtfully. Don’t force them where they don’t fit.</li> <li style="list-style-type:disc">Add <a href="https://www.semrush.com/blog/alt-text/" style="text-decoration:none">alt text</a> to describe visuals in detail. It’s helpful for screen readers and search engines.</li></ul><h2 id="9--check-for-grammar-and-spelling-errors">9. Check for Grammar and Spelling Errors</h2><p>Having grammar and spelling errors in your content negatively impacts its credibility. Which also affects your brand image. </p><p>Also, it interrupts readers’ flow. And shifts their focus from the main message to errors. </p><p>So proofread your work. And correct the errors. </p><p>Use the built-in grammar and spelling checker in document editors like Google Docs and Microsoft Word. </p><p>Or use tools like <a href="https://www.grammarly.com/" style="text-decoration:none">Grammarly</a> or <a href="https://hemingwayapp.com/" style="text-decoration:none">Hemingway Editor</a>. They flag errors in your content. And suggest how to correct them. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Hemingway App editing interface, showing text with multicolored highlights indicating areas for improvement." data-original="https://static.semrush.com/blog/uploads/media/66/4c/664cd6ce41ed0eb92dc56696020895cb/deb01a5acd6911fcaef0c6b08fa42811/original.jpeg" height="1427" loading="lazy" src="https://static.semrush.com/blog/uploads/media/66/4c/664cd6ce41ed0eb92dc56696020895cb/deb01a5acd6911fcaef0c6b08fa42811/J4Q0wS0Qfq3GMAjoEb77S1uAFq0bY9p8cHDArq24R2EIINjT7SeyS2EJxvB79kb5o2MGuUc4p3-EaDaGXV0dagGZnAtteIlPjLvtmlM0FNT9ITC9cHXqu5uWndBl6GUUyFxQ8vYcbhrZBQ1Jm51czWY.jpeg" width="1010"/></picture></figure><p>Additionally, have someone else review your work. </p><p>You can get it peer reviewed. Or hire a professional editor. Either way, a second set of eyes can help you catch mistakes you may have overlooked.</p><p><em><strong>Further reading</strong></em><em>: </em><a href="https://www.semrush.com/blog/content-editing-tools/" style="text-decoration:none"><em>15 Best Writing & Editing Tools in 2024 (AI Tools Included)</em></a></p><h2 id="10--keep-your-content-up-to-date">10. Keep Your Content Up to Date</h2><p>Outdated content is less relevant to users and search engines. And therefore less likely to generate sales, leads, or other business outcomes. </p><p>That’s why updating your content regularly and ensuring quality is important.</p><p>(This doesn’t apply to social platforms like Instagram or LinkedIn. Posts on these platforms tend to get buried in your feed, and users are less likely to return to them.)</p><p>Some topics have a longer lifespan than others. But decay impacts almost all types of content. Tracking content decay is important. Especially if you create blog posts. </p><p>Two reasons: </p><ol> <li style="list-style-type:decimal"><a href="https://developers.google.com/search/docs/appearance/ranking-systems-guide#freshness" style="text-decoration:none">Content freshness</a> is important for Google. It’s a ranking factor for time-sensitive queries.</li> <li style="list-style-type:decimal">You can easily improve a blog post without deleting it. This doesn’t apply to other types of content, like YouTube videos, social posts, podcasts, and more. </li></ol><p>This is what the lifecycle of a standard blog post usually looks like: </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="A line graph ascending and descending through the stages of Early Traction, Growth, Peak, and Decay of a blog post." data-original="https://static.semrush.com/blog/uploads/media/ef/65/ef653e531a477c92fed602bcba2ab3da/04932d47673c17c76725ec8dbbb482a4/original.png" loading="lazy" src="https://static.semrush.com/blog/uploads/media/ef/65/ef653e531a477c92fed602bcba2ab3da/04932d47673c17c76725ec8dbbb482a4/OwnMXlza-TnbQJVDAauYzPyvYdIdu2NtMmxvUO7VJJqrcHc2aitDmaA2IMtb1_wygXohKkyhV2mryckxZ_5LMj8qREWDGdISzoLrLpELWpmtkJKRtQ-U7bz9zjGIrs-H95bHRrmu7RZnr70t7iHZaDw.png" width="1010" height="1028"/></picture></figure><p>An example: Say you own a travel blog. </p><p>You publish an article listing the best insurance options for travelers visiting Japan. You include affiliate links so you get a commission each time a user buys insurance through your link.</p><p>A few weeks after you publish your article, Google ranks it at position 30. </p><p>After two months, position 15. </p><p>After eight months, it peaks: Google ranks it at position three. The article generates thousands of organic visits per month. You earn $400 per month from affiliate commissions. </p><p>But after a year, your article starts to become outdated. You haven’t updated the prices or added new insurance options. Google prioritizes other articles with more up-to-date information. </p><p>When content decay starts, you lose rankings and generate less traffic. Your related income decreases.</p><p>So, conduct content audits periodically. To identify and update your old (and outdated) content pieces. </p><p>According to our <a href="https://www.semrush.com/goodcontent/state-of-content-marketing/report/" style="text-decoration:none">State of Content Marketing Report</a>, 78% of businesses audit their content assets at least once a year. </p><p style="text-align:justify"></p><figure class="easyimage easyimage-side"><picture><img alt="Colorful donut chart illustrating the frequency of content audits with a legend correlating colors to frequencies." data-original="https://static.semrush.com/blog/uploads/media/73/05/7305c95f54760a9ba4069b9a8061f6b9/a4437bce5d4e38e9f71209a6976d5be9/original.jpeg" height="1191" loading="lazy" src="https://static.semrush.com/blog/uploads/media/73/05/7305c95f54760a9ba4069b9a8061f6b9/a4437bce5d4e38e9f71209a6976d5be9/wsDUturRC-Il5KJPT3XjV582n3-35kyDxOL8SFcJR7RKF2zzEqVhGHGQMuwg53dY-THRTSYOc-mZFf92g5CKzrm5cY-frHbkmXopm9K0fAuQ7R8ddcarzW5xZ43_3jJda98n7s4Q7202NN9Hn7R1glA.jpeg" width="1010"/></picture></figure><p style="text-align:justify">Read our comprehensive <a href="https://www.semrush.com/blog/content-audit/" style="text-decoration:none">guide to content auditing</a> to learn more. </p><h2 id="start-creating-high-quality-content">Start Creating High-Quality Content</h2><p>Creating high-quality content requires thoughtful planning, deep research, attention to detail, and a genuine intention to provide value to your readers.</p><p>Use the above tips as a checklist when creating new (or auditing existing) content. To increase its value and usability.</p><p>Take your content quality to the next level with Semrush’s research tools:</p><ul> <li style="list-style-type:disc"><a href="https://www.semrush.com/analytics/organic/overview" style="text-decoration:none"><strong>Organic Research</strong></a>: Analyze your competitors' best-performing content. And use insights to improve your content strategy.</li> <li style="list-style-type:disc"><a href="https://www.semrush.com/topic-research/" style="text-decoration:none"><strong>Topic Research</strong></a>: Find relevant topics and questions to create customized content that resonates with your audience</li></ul><p>Sign up for a free trial.</p><div></div></article><div class="sc-gKclnd gIVKXH sc-edERGn fvqybF"><span data-test="share-block-description" class="sc-kLwhqv bAMHOQ">Share</span><div data-test="share-block" class="sc-gKclnd jVrJcj"><div class="sc-giYglK fSiAZB"><a data-test="share-block-link-text-linkedin" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://linkedin.com/sharing/share-offsite?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fquality-content%2F%3Futm_source%3Dlinkedin%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-linkedin-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#linkedin-icon"></use></svg></a><a data-test="share-block-link-text-twitter" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fquality-content%2F%3Futm_source%3Dtwitter%26utm_medium%3Dblogshare%26utm_campaign%3Dsocialsharing&text=Check+out+this+article+by+%40semrush%3A+%22Quality+Content%3A+What+It+Is+%2B+10+Actionable+Tips+for+Success%22+%23SemrushInsights" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-twitter-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#twitter-icon"></use></svg></a><a data-test="share-block-link-text-facebook" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="https://facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.semrush.com%2Fblog%2Fquality-content%2F%3Futm_medium%3Dblogsharefacebook%26utm_campaign%3Dsocialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-facebook-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#facebook-icon"></use></svg></a><a data-test="share-block-link-text-mail" class="sc-gsDKAQ iavqdd SLink sc-ezbkAF dnAKzL" href="mailto:?body=Quality Content: What It Is + 10 Actionable Tips for Success%0D%0Ahttps://www.semrush.com/blog/quality-content/?utm_source=socialsharing_email&utm_medium=blogshare&utm_campaign=socialsharing" target="_blank" rel="noopener noreferrer nofollow" title="Share"><svg data-test="svg-icon-mail-icon" viewBox="0 0 24 24" width="24" height="24" class="sc-bdvvtL dHnzHm"><use xlink:href="#mail-icon"></use></svg></a></div></div></div></div><div class="sc-gKclnd kcZgbH right-article-section"><section class="sc-hkgtus cZJvJx"></section></div></div></div><div data-test="container" class="sc-gKclnd fYleTp"><div class="sc-gKclnd eYTkOv"><div data-test="wrapper-for-author-bio" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-subscription" class="sc-gKclnd hrZfTH"></div></div></div><div data-test="wrapper-for-more-on-this" class="sc-gKclnd hrZfTH"></div><div data-test="wrapper-for-trial" class="sc-gKclnd hrZfTH"></div></main><div data-test="wrapper-for-footer" class="sc-gKclnd hrZfTH"></div></div></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"canonicalSubdomain":"www","locale":"en","breakpoint":{"isPhone":false,"isTablet":false,"isDesktop":true},"page":{"id":5859,"status":"published","url":"quality-content","template":"article-base","title":"Quality Content: What It Is + 10 Actionable Tips for Success","preview":"Learn our top tips for creating high-quality content that ranks and drives sales.","previewImage":"https://static.semrush.com/blog/uploads/media/c4/42/c442085705867920292c6a0a35150d20/quality-content.svg","socialImage":"https://static.semrush.com/blog/uploads/media/94/26/9426ed7203e8f1eb3c6fcf360f81bdd3/quality-content-sm.png","extraImage":"https://static.semrush.com/blog/uploads/media/c4/42/c442085705867920292c6a0a35150d20/extra.png","altPreviewImage":"Quality Content","altSocialImage":"quality content","hidePreviewImage":0,"publishedAt":1626797460000,"editedAt":1715935740000,"metaTitle":"Quality Content: What It Is + 10 Actionable Tips for Success","metaDescription":"Learn our top tips for creating high-quality content that ranks and drives sales.","schemaOrg":"{}","author":{"id":205122449,"alias":"ravi-pandya","name":"Ravi Pandya","photo":"https://static.semrush.com/blog/uploads/user/33/88/33883dd843960b81f0703ff6bb784c41/794f58c357dc4b1b510d00b87a757596.jpeg","photoMask":"star","company":"Semrush","position":"Freelance Senior Content Writer","bio":"Ravi is a data-driven content marketer, writer, and strategist with over 10 years of marketing experience. He helps B2B SaaS companies drive organic growth with product-led content and SEO.","socials":{"webSite":"https://www.semrush.com","twitter":"","facebook":"","instagram":"","linkedin":"https://www.linkedin.com/in/ravi-pandya-04161851/"},"isPublic":true,"expertise":["content strategy","content writing","seo","product marketing","market research and analysis"],"education":[{"establishment":"London Metropolitan University","degree":"Master of Business Administration (MBA)","link":"https://www.londonmet.ac.uk/"}]},"blocks":{"articleContent":{"code":"article-content","itemId":30712,"enabled":false,"value":[]}},"critical":{"article-content":{"id":30712,"content":"\u003ch2\u003eWhat Is Quality Content?\u003c/h2\u003e\u003cp\u003eQuality content typically refers to content that is useful, accurate, reliable, and relevant to its intended audience. It is well-researched and thoughtfully produced to provide genuine value—the exact information or solutions that readers are seeking.\u003c/p\u003e\u003cp\u003eBut how to measure content quality?\u003c/p\u003e\u003cp\u003eThere’s no universal process to measure a content quality score. Each website, publisher, or platform has its own definition and standards for quality content.\u003c/p\u003e\u003cp\u003eFrom a brand’s perspective, content should:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eAlign with your brand's voice and goals\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eReflect your brand’s identity and values\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eMeet the specific needs and preferences of your target audience\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDrive engagement and conversions with compelling and persuasive messaging\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eEnhance your brand’s reputation and authority within the industry\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eNow, let’s understand the meaning of high-quality content. \u003c/p\u003e\u003cp\u003eFrom Google’s point of view, quality content is \u003ca href=\"https://developers.google.com/search/docs/fundamentals/creating-helpful-content\" style=\"text-decoration:none\"\u003ehelpful, reliable, and people-focused\u003c/a\u003e:\u003c/p\u003e\u003cblockquote\u003e\u003cp class=\"quote\"\u003eGoogle's automated ranking systems are designed to present helpful, reliable information that's primarily created to benefit people, not to gain search engine rankings, in the top search results.\u003c/p\u003e\u003c/blockquote\u003e\u003cp\u003eSo, quality content should:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eSatisfy user intent—provide the information or solution the user is seeking\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eProvide original information, research, or analysis\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eReflect the creator’s expertise and first-hand experience on the subject\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eBe relevant and comprehensive enough to answer users’ questions effectively\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eOffer substantial value compared to other pages\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHave a good \u003ca href=\"https://developers.google.com/search/docs/appearance/page-experience\" style=\"text-decoration:none\"\u003epage experience\u003c/a\u003e (e.g., page loading speed, readability, mobile experience)\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eIn short:\u003c/p\u003e\u003cp\u003eGoogle’s focus is to provide genuine value to searchers. \u003c/p\u003e\u003cp\u003eTo be prioritized by Google, your content must help users achieve their objectives. While ensuring a positive and safe online experience.\u003c/p\u003e\u003cp\u003eTaking a holistic view, your content must meet three sets of objectives. Your brand’s, Google’s, and the users’.\u003c/p\u003e\u003ch2\u003eWhy Is Quality Content Important?\u003c/h2\u003e\u003cp\u003eQuality content helps your business in many ways. It can: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eImprove your SEO rankings:\u003c/strong\u003e Google prioritizes helpful, original content that addresses the reader’s search intent. That’s why creating high-quality content is key from an SEO perspective. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eStrengthen your brand:\u003c/strong\u003e Good content improves your brand reputation, adds to conversations, and helps you to be seen as an industry expert \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eGenerate high-quality leads:\u003c/strong\u003e With content, you can educate your audience and generate high-quality leads that are closer to becoming paying customers \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIncrease conversion:\u003c/strong\u003e Content is a great way to introduce users to your product or service. And guide them until they become customers. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eReduce churn:\u003c/strong\u003e High-quality content improves the customer experience. It facilitates onboarding and helps your customers get the most out of your products.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEngage users:\u003c/strong\u003e Good content keeps people coming back. It’s key for businesses looking to generate more returning visitors, like media sites.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eBear in mind, though: \u003c/p\u003e\u003cp\u003eThere isn’t a one-size-fits-all approach to creating good content. \u003c/p\u003e\u003cp\u003eEach business and industry has specific needs. So, you’ll need to customize your strategy.\u003c/p\u003e\u003cp\u003eHowever, high-quality content pieces do share some traits. Let’s explore these traits. And learn how to create high-quality content.\u003c/p\u003e\u003ch2\u003e10 Tips to Create High-Quality Content\u003c/h2\u003e\u003ch2\u003e1. Start with Extensive Research\u003c/h2\u003e\u003cp\u003eTo create high-quality content, you should have a deep understanding of the topic. \u003c/p\u003e\u003cp\u003eFor that, you must research the topic thoroughly. That way, your content can reflect a depth and breadth of knowledge. And stand out from superficial articles online. \u003c/p\u003e\u003cp\u003eIn-depth research helps you: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eEnsure your content is accurate. A poorly researched piece with errors will quickly lose your audience's trust.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eIdentify gaps in existing content. And add value for your readers by filling those gaps.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSource data and facts to add credibility and authority to your content\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eCreate unique examples or new angles on existing topics\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eUse these sources to research your topic:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSearch engines (Google, Bing, etc.)\u003c/strong\u003e: Start with broad search terms related to your topic to get an overview (e.g., “meditation”). Move to more specific queries as you narrow your focus (e.g., “how to do transcendental meditation”). \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eIndustry reports\u003c/strong\u003e: Identify reputable websites and publications relevant to your niche. Check for white papers, research reports, case studies, and in-depth articles. Sources like \u003ca href=\"https://www.statista.com/\" style=\"text-decoration:none\"\u003eStatista\u003c/a\u003e, \u003ca href=\"https://www.mckinsey.com/\" style=\"text-decoration:none\"\u003eMcKinsey\u003c/a\u003e, and \u003ca href=\"https://www2.deloitte.com/us/en.html\" style=\"text-decoration:none\"\u003eDeloitte\u003c/a\u003e offer original research data and the latest industry trends. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAcademic journals\u003c/strong\u003e: These are excellent for in-depth studies and the latest research. Platforms like \u003ca href=\"https://scholar.google.com/\" style=\"text-decoration:none\"\u003eGoogle Scholar\u003c/a\u003e or \u003ca href=\"https://www.jstor.org/\" style=\"text-decoration:none\"\u003eJSTOR\u003c/a\u003e provide access to peer-reviewed articles.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBooks\u003c/strong\u003e: Read books (or ebooks). It’ll give you a well-rounded perspective on your topic. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eSubject matter experts\u003c/strong\u003e: Interview industry experts to get practical tips. And unique perspectives from their experience. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eYouTube\u003c/strong\u003e: Watch expert videos on your topic\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eOnline forums\u003c/strong\u003e: Ask your topic-related questions and join discussions in forums like \u003ca href=\"https://www.quora.com/\" style=\"text-decoration:none\"\u003eQuora\u003c/a\u003e and \u003ca href=\"https://www.reddit.com/\" style=\"text-decoration:none\"\u003eReddit\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003e2. Address Your Customers’ Needs\u003c/h2\u003e\u003cp\u003eHigh-quality content addresses needs and solves customers’ problems.\u003c/p\u003e\u003cp\u003eIn order for your content to do this, you must understand your audience, their problems, and the questions they ask. \u003c/p\u003e\u003cp\u003eThese three customer aspects are essential:\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eTheir motivations\u003c/strong\u003e: Their final goals. What they want to achieve. \u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eTheir pain points\u003c/strong\u003e: The problems they experience \u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003cstrong\u003eTheir preferred channels and platforms\u003c/strong\u003e: Where they like to consume information and spend time online. Like LinkedIn, blog posts, newsletters, etc.\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eWith this information, you can define your \u003ca href=\"https://www.semrush.com/blog/buyer-persona/\" style=\"text-decoration:none\"\u003ebuyer personas\u003c/a\u003e—in-depth customer profiles.\u003c/p\u003e\u003cp\u003eWhich can look like this:\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Customer profile of a woman, with a portrait and various text sections outlining her demographic info, bio, challenges, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/f9/89/f989565b4f7f38a5cb66a1ca9c3ea468/4d9ea191aaeed395afde1363992684c9/original.png\" height=\"1029\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/f9/89/f989565b4f7f38a5cb66a1ca9c3ea468/4d9ea191aaeed395afde1363992684c9/aNw6J0Q6WfKFHEa-krKSr821f3sEBfY5a_k9ofXTfnV1wqoPDmWyHdVphx7JJhCdHQitBbTSPv6r1bZGiMyhoZCGkQNSKQgEX8GzSZN_SwS1jaWHEwZNU7AW4t19znC_P0H4ibNiDxQ6qmgOCUnz4MY.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThis is key to choosing what topics your content will cover. And where you’ll post.\u003c/p\u003e\u003cp\u003e(Don’t worry: We’ll explain more about performing audience research \u003ca href=\"#performing-audience-research\"\u003ein the next section\u003c/a\u003e.)\u003c/p\u003e\u003ch3\u003eUnderstanding Search Intent\u003c/h3\u003e\u003cp\u003eWe can’t talk about addressing customers’ needs without first explaining search intent.\u003c/p\u003e\u003cp\u003eSearch intent is the underlying goal behind a search query. \u003c/p\u003e\u003cp\u003eIt can be divided into four types: informational, navigational, commercial, and transactional. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Four distinct colored blocks, showing four types of search intent: Informational, Navigational, Commercial, Transactional.\" data-original=\"https://static.semrush.com/blog/uploads/media/1e/1e/1e1ed6dafd57951690ce1770808c65bd/853a03eda62eb42358c3b3101b9d914a/original.png\" height=\"902\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/1e/1e/1e1ed6dafd57951690ce1770808c65bd/853a03eda62eb42358c3b3101b9d914a/_cCJ3rJARPDkFI3GKdKITuxirGvCAS2-7SE_kRFdylk1ztkKewuXlHy_Ga5EJX6bXQlBzWIGZQJg4i5oKM1Dpk6EiFJhVPx9IqiDGHGvoRRYvcy2OkhxL6d72Rjq109JUaKYKXoTViM4iKqaXhpQNKE.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eTake a keyword like “best email marketing tools.” \u003c/p\u003e\u003cp\u003eSay someone types it into Google. That user probably expects to find a list of email marketing tools, with their features, prices, and other relevant information.\u003c/p\u003e\u003cp\u003eSatisfying search intent means understanding what the user really wants. And creating content that delivers just that. \u003c/p\u003e\u003cp\u003eNo unnecessary sections, no fluff. \u003c/p\u003e\u003cp\u003eUnderstanding search intent is key to creating blog posts that rank well in Google. \u003c/p\u003e\u003cp\u003eIt’s also important if you’re creating YouTube videos, podcasts, or any kind of content that can be found using a search bar. That’s because platforms like YouTube and Spotify will always prioritize high-quality content that gives users what they’re looking for. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: Learn more about search intent in \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/search-intent/\" style=\"text-decoration:none\"\u003e\u003cem\u003eWhat Is Search Intent? A Complete Guide\u003c/em\u003e\u003c/a\u003e\u003cem\u003e. And find out how Semrush can help you identify the intent behind a particular keyword.\u003c/em\u003e\u003c/p\u003e\u003ch3\u003ePerforming Audience Research\u003c/h3\u003e\u003cp\u003eTo perform audience research, collect information from your own company and external sources. \u003c/p\u003e\u003cp\u003eThis is an ongoing process.\u003c/p\u003e\u003cp\u003eLet’s analyze how to perform audience research, step by step.\u003c/p\u003e\u003ch4\u003eStep 1: Make Use of Your Team’s Expertise\u003c/h4\u003e\u003cp\u003eMost businesses have in-house experts who can share knowledge that will help you create customer-first content.\u003c/p\u003e\u003cp\u003eReach out to folks in customer service, sales, and so on. Anyone who regularly talks to customers. They can share common customer questions, concerns, and frustrations.\u003c/p\u003e\u003cp\u003eFor example, say you own a Spanish language school in Barcelona. You could talk to teachers, a colleague at the front desk—basically, anyone who has a direct relationship with the school’s patrons.\u003c/p\u003e\u003cp\u003eYou’ll get ideas for your content. \u003c/p\u003e\u003cp\u003eFor example, you may learn prospective students at the school often ask:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eHow long does it take to reach an intermediate Spanish level? \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eWhat are some formal and informal ways to say “Thank you” in Spanish?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHow is your language school different from an online language school? \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eAny of those topics would work perfectly as a blog post, an Instagram post, or even a newsletter topic. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/digital-content-creation/\" style=\"text-decoration:none\"\u003e\u003cem\u003eDigital Content Creation: What It Is and How to Excel at It\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch4\u003eStep 2: Ask Your Customers\u003c/h4\u003e\u003cp\u003eThe most useful way to understand what content your customers would find valuable? Ask them.\u003c/p\u003e\u003cp\u003eOf course, a one-on-one conversation is the best way to get nuanced replies. However, these conversations take time and resources.\u003c/p\u003e\u003cp\u003eInterview a larger sample size with less effort by sending a survey. Use free survey tools. Like \u003ca href=\"https://www.google.com/forms/about/\" style=\"text-decoration:none\"\u003eGoogle Forms\u003c/a\u003e or \u003ca href=\"https://www.typeform.com/\" style=\"text-decoration:none\"\u003eTypeform\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eRemember: \u003c/p\u003e\u003cp\u003eKeep it easy for your customers. Ask as few questions as possible. And make the questions simple.\u003c/p\u003e\u003cp\u003eLet’s revisit the language school example. You could ask:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eWhat are the biggest problems you face when learning Spanish?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAnd your biggest problems as an expat living in Barcelona?\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHow do you prefer to consume content? (Blog posts, videos, social media posts, podcasts, etc.)\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eQuestions like these will help you find topics and define the best formats for your \u003ca href=\"https://www.semrush.com/goodcontent/content-marketing-blog/content-strategy/\" style=\"text-decoration:none\"\u003econtent strategy\u003c/a\u003e.\u003c/p\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eTip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eAdd open-ended questions (questions without “yes” or “no” answers) to get the most details from your customers.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003ch4\u003eStep 3: Research the Market and Your Competitors\u003c/h4\u003e\u003cp\u003eLook for relevant topics in your industry and analyze your competitors. \u003c/p\u003e\u003cp\u003eSemrush’s \u003ca href=\"https://www.semrush.com/topic-research/\" style=\"text-decoration:none\"\u003eTopic Research\u003c/a\u003e tool is a great place to start. \u003c/p\u003e\u003cp\u003eYou can go to the tool, add a broad topic, and click “\u003cstrong\u003eGet content ideas\u003c/strong\u003e.”\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Topic Research user interface with \"Spanish translator\" in the search field and a highlighted \"Get content ideas\" button.' data-original=\"https://static.semrush.com/blog/uploads/media/97/d7/97d7674fa64bcc03e39ae3308ab8e266/bdb22110ab9e8c5136e23e57c7b38ee9/original.png\" height=\"715\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/97/d7/97d7674fa64bcc03e39ae3308ab8e266/bdb22110ab9e8c5136e23e57c7b38ee9/2gwjFxo57D6K17nBSL--4iCu4rKHWJoJYOk-FCItbPFj0wFK-yP1Lin8hnVEVIML5-_7rxG8z4x1fNINtDNYtDqYu7XoB0ESqzK-U4ptUoHczWR2yM54g5Ywd7Cy-6GBgGdihPOFinwOkH8v6dUcUMA.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThe tool will generate a list of related topics:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Topic Research \"Content Ideas\" report showing six cards with information on \"Spanish translator\" related subtopics.' data-original=\"https://static.semrush.com/blog/uploads/media/06/c5/06c5183bb461252a7a466b18b8142209/6dfce9396ef1ca09eab64de8bbffd994/original.jpeg\" height=\"1214\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/06/c5/06c5183bb461252a7a466b18b8142209/6dfce9396ef1ca09eab64de8bbffd994/Zeh2f2o6iFoUqAhKsZZwjVysrlln8_SQxSEcQeKQjb1yvvynTo0DVT0bzSQU5w4xpQMyUNep0FzslkIjLW8KdmBSEt9SNsw8D60zkPynjRRmU-sOUFcmFlxTFA6A5GwdaYZquzPC0uUovkLkB0V5yiE.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003caside class=\"tip-box\"\u003e\u003cdiv class=\"tip-box_title\"\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003ePro tip\u003c/strong\u003e\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003cdiv class=\"tip-box_text-wrapper\"\u003e\u003cp\u003e\u003cem\u003eCards with trending subtopics have red “trending” symbols in their top-right corners. Organize the cards by trending subtopics to get popular content ideas.\u003c/em\u003e\u003c/p\u003e\u003c/div\u003e\u003c/aside\u003e\u003cp\u003eClick on a card to see the following information:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eHow many times per month users look for that keyword on Google (“Subtopic Volume”)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eHeadlines of related articles\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eRelated questions\u003c/li\u003e\u003c/ul\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Content Ideas report with one subtopic expanded, showing \"Subtopic Volume,\" and the sections \"Headlines\" and \"Questions.\"' data-original=\"https://static.semrush.com/blog/uploads/media/32/fa/32facf6def4dca14f4c9a2ceda11e087/d0bf368d56efab0e13363b1d48a1458c/original.jpeg\" height=\"1585\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/32/fa/32facf6def4dca14f4c9a2ceda11e087/d0bf368d56efab0e13363b1d48a1458c/jv6tIIS5QTzxDK9h6RMUOI5hnPYp9cCkm4MqF0fsaxOna0pHLA9fcYqTw1xLGus4oVnEsESvvHtQL0KM_KhEfTuVZ1Ds0kFFjd4hU7TxTxdtQRe-nw4-o1smRIDUzHld6zTo11PrBtx9Unz3TkNe7x0.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eSemrush collects these results by analyzing pages ranking on Google. That means you can see what topics people are actively searching for.\u003c/p\u003e\u003cp\u003eUse these ideas as starting points for creating content across a variety of formats, like social posts, newsletters, or podcasts. \u003c/p\u003e\u003cp\u003eIf you’re looking for more ways to research the market and your competitors, try these Semrush tools: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/organic/overview\" style=\"text-decoration:none\"\u003eOrganic Research\u003c/a\u003e: See the keywords your competitors rank for on Google\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/keywordgap/\" style=\"text-decoration:none\"\u003eKeyword Gap\u003c/a\u003e: Find the keywords your competitors are missing\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/social-media/\" style=\"text-decoration:none\"\u003eSocial Tracker\u003c/a\u003e: Track your competitors’ social media activity\u003c/li\u003e\u003c/ul\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/topic-research/\" show_input=\"false\" header=\"Get Content Ideas\" text=\"with the Topic Research Tool\" button_text=\"Sign up Now\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003e3. Focus on ‘Information Gain’\u003c/h2\u003e\u003cp\u003eThe concept of “information gain score” aims to measure how much new and unique information a piece of content provides to a user. How much is beyond what they’ve already seen in other search results on the same topic.\u003c/p\u003e\u003cp\u003eGoogle introduced this concept based on a \u003ca href=\"https://patents.google.com/patent/US20200349181A1/en\" style=\"text-decoration:none\"\u003epatent application\u003c/a\u003e published in 2020. \u003c/p\u003e\u003cp\u003eHere’s a snippet of how a machine learning algorithm could determine information gain score, based on the patent:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Six interconnected rectangular boxes, indicating a sequence of steps in a process for algorithmic document selection.\" data-original=\"https://static.semrush.com/blog/uploads/media/c8/94/c894bb4b4767215e60049e8aa140db00/d79df3b232d02aeb4e51a6db6873561a/original.png\" height=\"1438\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c8/94/c894bb4b4767215e60049e8aa140db00/d79df3b232d02aeb4e51a6db6873561a/muSsX8OwcgfisQyW0aebGeRtWER41nvMjzdZnIsAMYuXtVedyv8I69q_9War9c3NCJr_dP3Jojo_UQh16eHQFhv6clB7KRI3FKtRasZKz5jJMW3rRbM3ywtBQ30yskv9sOFPQzutqUpqBILF61oK3hg.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp class=\"note\"\u003eImage Source: \u003ca href=\"https://patents.google.com/patent/US20200349181A1/en\" style=\"text-decoration:none\"\u003eGoogle Patents \u003c/a\u003e\u003c/p\u003e\u003cp\u003eThis means: \u003c/p\u003e\u003cp\u003eGoogle now has a method and a metric for quantifying the uniqueness of content for a given search query. And ranking the results accordingly. \u003c/p\u003e\u003cp\u003e(Although the actual application of this method in the search engine was unclear at the time of publication.)\u003c/p\u003e\u003cp\u003eHow can you make your content unique?\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShare a unique angle\u003c/strong\u003e. Use an unexplored angle to discuss a common topic. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShare expert insights\u003c/strong\u003e. Speak to industry experts. Feature their insights in your content.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShare original data\u003c/strong\u003e. Publish the results of your primary research, surveys, or case studies.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003ePrimary research—also known as original research—requires time and resources. But it’s a surefire way to create original, unique, and value-driven content.\u003c/p\u003e\u003cp\u003eHere’s an example:\u003c/p\u003e\u003cp\u003eWe studied the digital advertising activity of 956 domains from 13 different industries for our \u003ca href=\"https://www.semrush.com/blog/ad-spending-benchmark-data-study/\" style=\"text-decoration:none\"\u003eAdvertising Trends\u003c/a\u003e study.\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Horizontal bar chart with 13 bars, depicting in decreasing order, the average monthly digital ad spend by various industries.\" data-original=\"https://static.semrush.com/blog/uploads/media/57/54/57542e64ff59a2839d53b6c07f865fed/4da132ac16b107e745298da0c0eb626c/original.png\" height=\"1348\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/57/54/57542e64ff59a2839d53b6c07f865fed/4da132ac16b107e745298da0c0eb626c/LWlBWgRpsA6hW_EOFsOBCTttHbk6lzxwVNCKhVUhf4C28D5lhjzxK2BwYDAD7xq7D512sjvWgQAbpfsoIL6UJVmDfU6doA1Iqko_kUw42NL6SmzmThadBT-K1XjG8LfePuvvgcgTcx1oSandEk3Ecoo.png\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eBesides higher rankings, this type of content is also likely to earn more backlinks. And social shares.\u003c/p\u003e\u003ch2\u003e4. Showcase Your Expertise\u003c/h2\u003e\u003cp\u003eIn many cases, content is high quality because it is created by (or with the insights of) subject matter experts. \u003c/p\u003e\u003cp\u003eHaving someone with real experience on the topic at hand adds depth and trustworthiness to your content. \u003c/p\u003e\u003cp\u003eIt’s common to find (lower-quality) content pieces created by people with no real experience in the topic. They read articles or watch videos about the subject. Then they create something that is merely a combination of what’s already out there. \u003c/p\u003e\u003cp\u003eNo added value, no originality. \u003c/p\u003e\u003cp\u003eBy involving subject matter experts in your content creation process, you differentiate yourself from the overwhelming amount of content published every day. \u003c/p\u003e\u003cp\u003eTo do this, you have two options: \u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eFinding subject matter experts who can “transform” their knowledge into good content pieces\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eInterviewing subject matter experts and creating good content with their insights\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eIt can be difficult to find people who are experts in a particular area \u003cstrong\u003eand \u003c/strong\u003egood communicators. That’s why, most of the time, you’ll find that the second option is easier. \u003c/p\u003e\u003cp\u003e(Of course, in many cases, you’ll be the subject matter expert! Or someone in your company.)\u003c/p\u003e\u003cp\u003eFinding subject matter experts is especially important if you’re creating content for SEO (like blog posts).\u003c/p\u003e\u003cp\u003eWhy?\u003c/p\u003e\u003cp\u003eBecause of E-E-A-T (previously known as E-A-T).\u003c/p\u003e\u003cp\u003eE-E-A-T is a term Google uses that stands for Experience, Expertise, Authoritativeness, and Trust. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Text block explaining the acronym E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness.\" data-original=\"https://static.semrush.com/blog/uploads/media/19/f4/19f4dacb08d476b418b8990ee5fd3a99/a65320d1d504be2cf88a0436708562b6/original.jpeg\" height=\"879\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/19/f4/19f4dacb08d476b418b8990ee5fd3a99/a65320d1d504be2cf88a0436708562b6/mwlWmF-WvMYzgY9bpF5CR90MyNZ2lSAeTduecGtTeecRCHN-TdMSKDajvkOrkOqzbaf-t6HyxOklznOYgED0rpqCbOGO_N3c5aJ88bMIOgg0w5gkMZjFaaYMAOuWWcBnuyDCJGMvvbZkBLTdY_2wQkU.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eThese four elements are part of Google’s \u003ca href=\"https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf\" style=\"text-decoration:none\"\u003eSearch Quality Rater Guidelines\u003c/a\u003e. \u003c/p\u003e\u003cp\u003eE-E-A-T is not an official ranking factor, but it’s important from an SEO perspective. \u003c/p\u003e\u003cp\u003eTo identify content that follows E-E-A-T guidelines, Google wants to consider aspects like:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eContent quality\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAuthor\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eSource credibility \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eQuality of backlinks\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eE-E-A-T is especially important if you create content about YMYL (your money or your life) topics.\u003c/p\u003e\u003cp\u003eThese are topics that, if explained wrong, can negatively impact a person’s life. Healthcare and finance are two good examples. \u003c/p\u003e\u003cp\u003eDoes E-E-A-T only impact SEO content? Yes and no. \u003c/p\u003e\u003cp\u003eLet us explain:\u003c/p\u003e\u003cp\u003eE-E-A-T is a Google principle. But you can use Google’s general guidelines to create high-quality content on other platforms.\u003c/p\u003e\u003cp\u003eSay you own a flower shop. You want to create an Instagram Reel sharing tips to keep a flower bouquet fresh. \u003c/p\u003e\u003cp\u003eInstagram doesn’t have E-E-A-T guidelines.\u003c/p\u003e\u003cp\u003eHowever, the underlying idea still applies: Users want original content created by subject matter experts. \u003c/p\u003e\u003cp\u003eYou could put together a list of basic, uninspired tips taken from Google. Or you could use your own expertise to create insightful, valuable, unique content. It will take more time, but it will differentiate your content from everyone else’s. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: If you want to learn more about E-E-A-T and YMYL, check out our article: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/eeat/\" style=\"text-decoration:none\"\u003e\u003cem\u003eWhat Are E-E-A-T and YMYL in SEO \u0026amp; How to Optimize for Them\u003c/em\u003e\u003c/a\u003e\u003cem\u003e.\u003c/em\u003e\u003c/p\u003e\u003ch2\u003e5. Answer Frequently Asked Questions\u003c/h2\u003e\u003cp\u003eFrequently asked questions (FAQs) allow you to provide a better reading experience. By anticipating the topic-related questions users might have. And instantly answering them in content. \u003c/p\u003e\u003cp\u003eThat way, readers don’t have to look for answers elsewhere.\u003c/p\u003e\u003cp\u003eBesides being helpful to users, FAQs help increase your content’s search visibility. \u003c/p\u003e\u003cp\u003eFor question-based queries, Google often shares answers from FAQs as a “\u003ca href=\"https://www.semrush.com/blog/featured-snippets/\" style=\"text-decoration:none\"\u003efeatured snippet\u003c/a\u003e.” Which looks like this:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Google search results page for \"is andromeda galaxy bigger than milky way\" with a featured snippet that includes two images.' data-original=\"https://static.semrush.com/blog/uploads/media/2c/13/2c136a401a5583b19171a5110c5478f7/1fa1a98d36d60ab7f66e363cc1c884bc/original.jpeg\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/2c/13/2c136a401a5583b19171a5110c5478f7/1fa1a98d36d60ab7f66e363cc1c884bc/EfElm70daXZqpbnWjuq5I9ARKuEUXk0nszslLKJRq3_xKVNyxVgxuSkW-Yd1ocsOZnBRo1Z8T0GvzZwNtYuDgBBUWxMXdRRWAsrERdMxQ24B8VMrcaB9y2ARDtgPuTx4IieLebEaxkEju3c3uRUggWI.jpeg\" width=\"1010\" height=\"569\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eGoogle also shares answers in the \u003ca href=\"https://www.semrush.com/blog/how-to-maximize-people-also-ask-seo-opportunities-study/\" style=\"text-decoration:none\"\u003ePeople Also Ask (PAA) box\u003c/a\u003e.\u003c/p\u003e\u003cp\u003eLike this: \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Google SERP for \"is andromeda galaxy bigger than milky way\" showing the \"People also ask\" box, with one question expanded.' data-original=\"https://static.semrush.com/blog/uploads/media/60/5a/605a920e9c95d4eeea6f284d1451ddef/1b73bea2fa713ae96f6e357fea59f974/original.jpeg\" height=\"1408\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/60/5a/605a920e9c95d4eeea6f284d1451ddef/1b73bea2fa713ae96f6e357fea59f974/f0VTTB-hT-xKBhdvhDK07_TMILU_nSdOzyp-0pN_fg2orLa2pKjUDjbxrSV7ZxZe-g35BiVcQl8gOJapLIoJZcdavpRMfsxqvkHIHD4wST9kk23rI7IOh4Cvn1s40r6s4AvJoX-MnZN9FCayGqeQ0Gw.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eHaving your answers feature in snippets or PAA boxes amplifies your content’s reach. And can drive additional traffic to your site. \u003c/p\u003e\u003cp\u003eSo, how do you identify the right FAQs for your content?\u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003eCheck the topic-related questions in the PAA box. As you saw in the above example.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eAsk customer service and sales teams about the questions they hear most often\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eUse a keyword tool to find question-related keyword opportunities\u003c/li\u003e\u003c/ol\u003e\u003cp\u003eTo discover question-based keywords using Semrush’s \u003ca href=\"https://www.semrush.com/analytics/keywordmagic/\" style=\"text-decoration:none\"\u003eKeyword Magic Tool\u003c/a\u003e, enter a keyword into the text field, select a country in the drop-down, and click the “\u003cstrong\u003eSearch\u003c/strong\u003e” button.\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt='Keyword Magic Tool interface with a search bar containing the text \"andromeda galaxy\", alongside a green \"Search\" button.' data-original=\"https://static.semrush.com/blog/uploads/media/8f/82/8f821b96d5c763d285d4a5d4d6d44023/f046d2c01313d9e616fa6b6f1f254604/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/8f/82/8f821b96d5c763d285d4a5d4d6d44023/f046d2c01313d9e616fa6b6f1f254604/kT2tisOr2XRvPFAXWL-Nnf0OADQ1UxhYZVYnmca7OX2iU48FKJuDiS9vJKmCJZjZnGJITpmPe0KBC_thyeQbv70hopkoq0-vrE5jul9Cuh1bV2dnEGWHeyuEdywptqAZ-DJ_7mMP-izmMERc-97o3JY.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou’ll see a list of keywords related to your target keyword.\u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Magic Tool results showing on the right a table of specific keyword phrases, their search intent, volume, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/c7/22/c722aabe5ff909f16bf820e8bcbfead0/4465c937269aaa102af41923d5cb49b9/original.jpeg\" height=\"1297\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c7/22/c722aabe5ff909f16bf820e8bcbfead0/4465c937269aaa102af41923d5cb49b9/UsANgcw-dlYcErQPrusOWN7TXhpFgPHRUIhWRFGwixA40LqkNZLoMu-Z3OPTi8ujtc0SNGyyhzkSpc1yu5V0IRcIrS5aWMnNrEYFubu6jH-lANHHiHAG5GB3ntS0MwsJQuFP7Sy9XH5q05xkZr2iRx8.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eNext, click the “\u003cstrong\u003eQuestions\u003c/strong\u003e” tab at the top-left corner. This filters for question keywords. \u003c/p\u003e\u003cp\u003eNow you’ll have a list of questions along with search volume (estimated number of monthly searches for a query). And keyword difficulty (KD)—level of competition to rank for a specific query.\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Keyword Magic Tool with data indicating search volume, keyword difficulty for queries related to the Andromeda galaxy.\" data-original=\"https://static.semrush.com/blog/uploads/media/98/a7/98a7490091cb0c552e3b867b16f08fb4/c29445c0e035ab48d6684473f02dbf90/original.jpeg\" height=\"1378\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/98/a7/98a7490091cb0c552e3b867b16f08fb4/c29445c0e035ab48d6684473f02dbf90/1jMlmHyF5f9J5VuAfp7qIyXLxmbQnOESTtHod4N_pg1UGkp-zVRU-yQrnA5k8leNi5jxKBc60tJep8jn2fetOCiztR7iIC8QGmF81x6nZY-Jt-ffBx6Pa8sbONIwEeT6RZ467rq_5QP5JRcjutIexME.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003ePick four to five most relevant questions that you haven’t covered in your existing content. Answer them thoroughly in an FAQs section. \u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/faq-pages/#create-better-faq-pages-with-semrush\" style=\"text-decoration:none\"\u003e\u003cem\u003e6 Examples of FAQ Pages and How to Write a Great One\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/analytics/keywordmagic/\" show_input=\"false\" header=\"Perform Keyword Research\" text=\"with the Keyword Magic Tool\" button_text=\"Try for Free\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e\u003ch2\u003e6. Add Plenty of Examples\u003c/h2\u003e\u003cp\u003eUsing plenty of examples throughout your content makes it useful, actionable, and relatable. \u003c/p\u003e\u003cp\u003eHere’s why it’s super important to explain concepts with examples. It:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eImproves understanding\u003c/strong\u003e: Examples make a complex or abstract topic easier for your audience to follow. So they can understand the concept and take action. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eEnhances relatability\u003c/strong\u003e: When you share real-world applications or scenarios, your audience can relate them to their lives. It’s a great value addition. Readers like to come back to content they can relate to.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBoosts engagement\u003c/strong\u003e: Examples can make content (especially business content) more interesting. And less monotonous. You can engage readers. And make them stay longer on your site. \u003c/li\u003e\u003c/ul\u003e\u003cp\u003eHere’s a good example from our blog post on \u003ca href=\"https://www.semrush.com/blog/marketing-plan/\" style=\"text-decoration:none\"\u003emarketing plans\u003c/a\u003e. The author has explained a concept (Marketing Plan vs. Marketing Strategy vs. Business Plan) with a table. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A blog table comparing Business Plans, Marketing Strategies, and Marketing Plans, highlighting their definitions, etc.\" data-original=\"https://static.semrush.com/blog/uploads/media/de/97/de97a8d34257b24e7b31904523673bd9/cb154db41f3e1f2d06fec5c5ca9abb75/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/de/97/de97a8d34257b24e7b31904523673bd9/cb154db41f3e1f2d06fec5c5ca9abb75/qscOtLh5sxGYHxMs0le5-wPy40JAsk6r7iW1CfVbwjS5kT9qjBsx5EOUOGHimGZxoqrIbfRMAJ3eH1pl4gx5iSxXGkXYwH32zWMJCP-cfILKZyLxkGUKNzlJiCZS3fbLDpHAdpZVlcSoPabaLypGdho.png\" width=\"1010\" height=\"1137\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp style=\"text-align:justify;\"\u003eIt’s possible that not all readers will grasp the differences based on the information in the table.\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003eSo the author also explained the concept with a hypothetical business case. To make it easy to follow for readers.\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Blog section discussing an example of a pet supplies startup's business plan vs marketing strategy vs marketing plan.\" data-original=\"https://static.semrush.com/blog/uploads/media/75/f5/75f5befa6fe79fc2085890e07be915a2/21a70c571d17272fb2b42563471d0478/original.jpeg\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/75/f5/75f5befa6fe79fc2085890e07be915a2/21a70c571d17272fb2b42563471d0478/YudJzebGrvlp2U8O_a91ER_1ZcO0ekiUOuZiGW_-7_nI-HrHCZ3wXwFTCrQ6MPqTC9zKPmlgh_-H0wAl9NGU7jWFCFG2BAn0EAaQ-_TPL1ks1F8mDrhKeWUS0XwSdHM_WTaaMNGDUwkOI9777qvmtbc.jpeg\" width=\"1010\" height=\"1229\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFollow these best practices to make your examples effective: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eUse diverse examples\u003c/strong\u003e. Include a variety of examples that cater to different segments of your audience. This helps your content resonate with a wider audience.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eBe specific and detailed\u003c/strong\u003e. Detailed examples are more effective than generic ones. They provide depth to your arguments. And make your content more authoritative.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eStrike a balance.\u003c/strong\u003e Use a mix of real-world and hypothetical examples. This approach provides both clarity and practical application.\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003e7. Make It Easy to Read\u003c/h2\u003e\u003cp\u003eIf you’re creating text-based content (like blog posts, ebooks, or social media posts), content readability is key to engaging users. \u003c/p\u003e\u003cp\u003eHere are some ideas to improve content readability:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eWrite short sentences.\u003c/strong\u003e Whenever possible, divide long sentences into two or three shorter ones.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eInclude one idea per paragraph.\u003c/strong\u003e Use short, simple paragraphs. \u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eAdd images.\u003c/strong\u003e Use images to break up long sections to make it easier for readers to stay engaged.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eUse lists.\u003c/strong\u003e When possible, use bulleted or numbered lists.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003cstrong\u003eShare relevant information first.\u003c/strong\u003e Don’t force users to read your whole piece to find what they’re looking for.\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSee some of these tips at work in this LinkedIn post:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"LinkedIn post by Amanda Natividad, VP of Marketing at SparkToro, reflecting on her personal growth in communication.\" data-original=\"https://static.semrush.com/blog/uploads/media/c3/29/c32947aaa20877c087ec47d5e8e67d1a/6b4f5d4de406081fd7525422d25d9eea/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/c3/29/c32947aaa20877c087ec47d5e8e67d1a/6b4f5d4de406081fd7525422d25d9eea/Mie2ESh0_s0c_Ag7Hs6rqPsSyfk7rHCM3l0Tv0x8XTvrBePkrwmfCyOEc9iV7h13mbt0TGSge7ha8j981FByAYIPqjmAYPsEsUWGiy8SPo603f57A7dERKNyU-5zpMuSJoPUXXlg8F55z0aybYbWX_Y.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eIt has four simple paragraphs, one idea in each. No blocks of text, no fluff. \u003c/p\u003e\u003cp\u003eLooking for an example of a blog article that puts these tips into use? You’re reading it right now!\u003c/p\u003e\u003cp\u003eWe work hard to make our articles as easy to read as possible. \u003c/p\u003e\u003cp\u003eIf you also write blog posts, Semrush’s \u003ca href=\"https://www.semrush.com/swa/\" style=\"text-decoration:none\"\u003eSEO Writing Assistant\u003c/a\u003e is a great tool to improve content readability. It scans your piece in real time and provides readability recommendations. \u003c/p\u003e\u003cp\u003eIt will rank your text’s readability and recalculate your rating as you make changes. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"SEO Writing Assistant with an article about the Andromeda Galaxy and a readability analysis tool showing a score.\" data-original=\"https://static.semrush.com/blog/uploads/media/b0/ba/b0bae77403ebcc36e40b4f49380cd354/b013c64e7548a7d722884a34b1f623b3/original.jpeg\" height=\"1255\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/b0/ba/b0bae77403ebcc36e40b4f49380cd354/b013c64e7548a7d722884a34b1f623b3/rG6m5t3L0AAJzZM3Rp-tRI6E7MnOvVsfypVYvkAU6eTUjCIEDTPHAP6X51Q32eCLjBJOTY7fPBLSOxEc7Z4jj6Q6iIQYRWJNbJjGCTouZtM4aY9LJi4ZKBrwa5iiY_o-Kkt3zJvelsmYxQp70mr7sJM.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can use the SEO Writing Assistant directly in the Semrush platform. Or use it in Google Docs, WordPress, or Microsoft Word. \u003c/p\u003e\u003cp\u003eOnce the add-on is activated, just start writing the article, add your target keywords, and click “\u003cstrong\u003eGet recommendations\u003c/strong\u003e.”\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Google Docs interface displaying a draft for a blog post, along with a Semrush SEO Writing Assistant sidebar.\" data-original=\"https://static.semrush.com/blog/uploads/media/a3/ab/a3ab88607aa8631e73352deef263d735/e64083241ac28eebddff8ea93b2c491d/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/a3/ab/a3ab88607aa8631e73352deef263d735/e64083241ac28eebddff8ea93b2c491d/pk430-evEmcqJHNkJK6MpnB9Cx6n4HPnPW_sQeEyVrZhwIZ65j6wR7R0GV1DJ1gSJcmAXLDkQsjbmzEDScf5_kR8vITJyuLxiVDxc1znR9iKWUHnCaxCtEPlMriRTXEXxABhbXNoxFgQJrtjUCtLOlw.png\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003ch2\u003e8. Use Visuals\u003c/h2\u003e\u003cp\u003eVisuals—such as images, videos, and infographics—quickly capture readers’ attention. They also help users remember information more effectively than text-only content. \u003c/p\u003e\u003cp\u003eBesides, large blocks of text can overwhelm your readers.\u003c/p\u003e\u003cp\u003eUse visual breaks to make your content more readable and engaging.\u003c/p\u003e\u003cp\u003eLike this:\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Blog section showing, in a highlight, a screenshot of the AI Video Marketing Automator app interface.\" data-original=\"https://static.semrush.com/blog/uploads/media/52/3c/523c6ab8d2e2a111795fff4844d54a3d/92f5c5d4e67bfb558e3c472de35b86e4/original.jpeg\" height=\"1372\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/52/3c/523c6ab8d2e2a111795fff4844d54a3d/92f5c5d4e67bfb558e3c472de35b86e4/MdCOobySU-CHOerhzPdl1MDpbTe2u4V5P7Nmkaklj3sU1ltAbWhbEzBCtcY5pliZbsQWBo7IEowE8rspaOnB9Xnyg1nzgxj0x896u9mug-5I6lIrpRoXScgGNZ5I3H4kvSPHai7dk5gOtZOdkzzBIZQ.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eYou can also use visuals to simplify complex ideas. Like charts, illustrations, or diagrams. \u003c/p\u003e\u003cp\u003eSee how this illustration simplifies the concept of linking pillar and cluster pages?\u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A topic cluster linking structure with 4 columns: a pillar page and 3 cluster pages connected with bidiractional links.\" data-original=\"https://static.semrush.com/blog/uploads/media/7c/bd/7cbdbdffaaac9b34157b76d2ddb922ab/fc7900098fd29a736e35771f6e47a00c/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/7c/bd/7cbdbdffaaac9b34157b76d2ddb922ab/fc7900098fd29a736e35771f6e47a00c/tjxeof0IdT7R5RAiLZocvqUyk404M1sYDpn6YiS3UtAKqCZMsqEtQtap0c-4LsGCEq_R9S0hSnIgiQtuIlNPhhDqzP3fzWLqAkf2H6ptQekb6dSR3hYyzKjqcM82ZgUqg9bBUToTUT0t-zbxInLVXmU.png\" width=\"1010\" height=\"1600\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eFollow these quick tips to effectively use visuals in your content: \u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003eMake sure visuals are directly relevant to the surrounding text (and section)\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eDon’t use images just for the aesthetics. Every visual must serve a purpose—illustrate a point, show an example, or break up text.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAvoid generic or stock images\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eUse screenshots to show step-by-step tutorials or workflows\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eInsert visuals thoughtfully. Don’t force them where they don’t fit.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003eAdd \u003ca href=\"https://www.semrush.com/blog/alt-text/\" style=\"text-decoration:none\"\u003ealt text\u003c/a\u003e to describe visuals in detail. It’s helpful for screen readers and search engines.\u003c/li\u003e\u003c/ul\u003e\u003ch2\u003e9. Check for Grammar and Spelling Errors\u003c/h2\u003e\u003cp\u003eHaving grammar and spelling errors in your content negatively impacts its credibility. Which also affects your brand image. \u003c/p\u003e\u003cp\u003eAlso, it interrupts readers’ flow. And shifts their focus from the main message to errors. \u003c/p\u003e\u003cp\u003eSo proofread your work. And correct the errors. \u003c/p\u003e\u003cp\u003eUse the built-in grammar and spelling checker in document editors like Google Docs and Microsoft Word. \u003c/p\u003e\u003cp\u003eOr use tools like \u003ca href=\"https://www.grammarly.com/\" style=\"text-decoration:none\"\u003eGrammarly\u003c/a\u003e or \u003ca href=\"https://hemingwayapp.com/\" style=\"text-decoration:none\"\u003eHemingway Editor\u003c/a\u003e. They flag errors in your content. And suggest how to correct them. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Hemingway App editing interface, showing text with multicolored highlights indicating areas for improvement.\" data-original=\"https://static.semrush.com/blog/uploads/media/66/4c/664cd6ce41ed0eb92dc56696020895cb/deb01a5acd6911fcaef0c6b08fa42811/original.jpeg\" height=\"1427\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/66/4c/664cd6ce41ed0eb92dc56696020895cb/deb01a5acd6911fcaef0c6b08fa42811/J4Q0wS0Qfq3GMAjoEb77S1uAFq0bY9p8cHDArq24R2EIINjT7SeyS2EJxvB79kb5o2MGuUc4p3-EaDaGXV0dagGZnAtteIlPjLvtmlM0FNT9ITC9cHXqu5uWndBl6GUUyFxQ8vYcbhrZBQ1Jm51czWY.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAdditionally, have someone else review your work. \u003c/p\u003e\u003cp\u003eYou can get it peer reviewed. Or hire a professional editor. Either way, a second set of eyes can help you catch mistakes you may have overlooked.\u003c/p\u003e\u003cp\u003e\u003cem\u003e\u003cstrong\u003eFurther reading\u003c/strong\u003e\u003c/em\u003e\u003cem\u003e: \u003c/em\u003e\u003ca href=\"https://www.semrush.com/blog/content-editing-tools/\" style=\"text-decoration:none\"\u003e\u003cem\u003e15 Best Writing \u0026amp; Editing Tools in 2024 (AI Tools Included)\u003c/em\u003e\u003c/a\u003e\u003c/p\u003e\u003ch2\u003e10. Keep Your Content Up to Date\u003c/h2\u003e\u003cp\u003eOutdated content is less relevant to users and search engines. And therefore less likely to generate sales, leads, or other business outcomes. \u003c/p\u003e\u003cp\u003eThat’s why updating your content regularly and ensuring quality is important.\u003c/p\u003e\u003cp\u003e(This doesn’t apply to social platforms like Instagram or LinkedIn. Posts on these platforms tend to get buried in your feed, and users are less likely to return to them.)\u003c/p\u003e\u003cp\u003eSome topics have a longer lifespan than others. But decay impacts almost all types of content. Tracking content decay is important. Especially if you create blog posts. \u003c/p\u003e\u003cp\u003eTwo reasons: \u003c/p\u003e\u003col\u003e \u003cli style=\"list-style-type:decimal\"\u003e\u003ca href=\"https://developers.google.com/search/docs/appearance/ranking-systems-guide#freshness\" style=\"text-decoration:none\"\u003eContent freshness\u003c/a\u003e is important for Google. It’s a ranking factor for time-sensitive queries.\u003c/li\u003e \u003cli style=\"list-style-type:decimal\"\u003eYou can easily improve a blog post without deleting it. This doesn’t apply to other types of content, like YouTube videos, social posts, podcasts, and more. \u003c/li\u003e\u003c/ol\u003e\u003cp\u003eThis is what the lifecycle of a standard blog post usually looks like: \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"A line graph ascending and descending through the stages of Early Traction, Growth, Peak, and Decay of a blog post.\" data-original=\"https://static.semrush.com/blog/uploads/media/ef/65/ef653e531a477c92fed602bcba2ab3da/04932d47673c17c76725ec8dbbb482a4/original.png\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/ef/65/ef653e531a477c92fed602bcba2ab3da/04932d47673c17c76725ec8dbbb482a4/OwnMXlza-TnbQJVDAauYzPyvYdIdu2NtMmxvUO7VJJqrcHc2aitDmaA2IMtb1_wygXohKkyhV2mryckxZ_5LMj8qREWDGdISzoLrLpELWpmtkJKRtQ-U7bz9zjGIrs-H95bHRrmu7RZnr70t7iHZaDw.png\" width=\"1010\" height=\"1028\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp\u003eAn example: Say you own a travel blog. \u003c/p\u003e\u003cp\u003eYou publish an article listing the best insurance options for travelers visiting Japan. You include affiliate links so you get a commission each time a user buys insurance through your link.\u003c/p\u003e\u003cp\u003eA few weeks after you publish your article, Google ranks it at position 30. \u003c/p\u003e\u003cp\u003eAfter two months, position 15. \u003c/p\u003e\u003cp\u003eAfter eight months, it peaks: Google ranks it at position three. The article generates thousands of organic visits per month. You earn $400 per month from affiliate commissions. \u003c/p\u003e\u003cp\u003eBut after a year, your article starts to become outdated. You haven’t updated the prices or added new insurance options. Google prioritizes other articles with more up-to-date information. \u003c/p\u003e\u003cp\u003eWhen content decay starts, you lose rankings and generate less traffic. Your related income decreases.\u003c/p\u003e\u003cp\u003eSo, conduct content audits periodically. To identify and update your old (and outdated) content pieces. \u003c/p\u003e\u003cp\u003eAccording to our \u003ca href=\"https://www.semrush.com/goodcontent/state-of-content-marketing/report/\" style=\"text-decoration:none\"\u003eState of Content Marketing Report\u003c/a\u003e, 78% of businesses audit their content assets at least once a year. \u003c/p\u003e\u003cp style=\"text-align:justify;\"\u003e\u003c/p\u003e\u003cfigure class=\"easyimage easyimage-side\"\u003e\u003cpicture\u003e\u003cimg alt=\"Colorful donut chart illustrating the frequency of content audits with a legend correlating colors to frequencies.\" data-original=\"https://static.semrush.com/blog/uploads/media/73/05/7305c95f54760a9ba4069b9a8061f6b9/a4437bce5d4e38e9f71209a6976d5be9/original.jpeg\" height=\"1191\" loading=\"lazy\" src=\"https://static.semrush.com/blog/uploads/media/73/05/7305c95f54760a9ba4069b9a8061f6b9/a4437bce5d4e38e9f71209a6976d5be9/wsDUturRC-Il5KJPT3XjV582n3-35kyDxOL8SFcJR7RKF2zzEqVhGHGQMuwg53dY-THRTSYOc-mZFf92g5CKzrm5cY-frHbkmXopm9K0fAuQ7R8ddcarzW5xZ43_3jJda98n7s4Q7202NN9Hn7R1glA.jpeg\" width=\"1010\"\u003e\u003c/picture\u003e\u003c/figure\u003e\u003cp style=\"text-align:justify;\"\u003eRead our comprehensive \u003ca href=\"https://www.semrush.com/blog/content-audit/\" style=\"text-decoration:none\"\u003eguide to content auditing\u003c/a\u003e to learn more. \u003c/p\u003e\u003ch2\u003eStart Creating High-Quality Content\u003c/h2\u003e\u003cp\u003eCreating high-quality content requires thoughtful planning, deep research, attention to detail, and a genuine intention to provide value to your readers.\u003c/p\u003e\u003cp\u003eUse the above tips as a checklist when creating new (or auditing existing) content. To increase its value and usability.\u003c/p\u003e\u003cp\u003eTake your content quality to the next level with Semrush’s research tools:\u003c/p\u003e\u003cul\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/analytics/organic/overview\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eOrganic Research\u003c/strong\u003e\u003c/a\u003e: Analyze your competitors' best-performing content. And use insights to improve your content strategy.\u003c/li\u003e \u003cli style=\"list-style-type:disc\"\u003e\u003ca href=\"https://www.semrush.com/topic-research/\" style=\"text-decoration:none\"\u003e\u003cstrong\u003eTopic Research\u003c/strong\u003e\u003c/a\u003e: Find relevant topics and questions to create customized content that resonates with your audience\u003c/li\u003e\u003c/ul\u003e\u003cp\u003eSign up for a free trial.\u003c/p\u003e\u003cp\u003e[create-campaign destination_url=\"https://www.semrush.com/signup/\" show_input=\"false\" header=\"Access 55+ Tools\" text=\"with a Free Semrush Account\" button_text=\"Sign up Now\" bg_images=\"https://static.semrush.com/blog/uploads/media/96/fd/96fd495930d058321d5f78f5554aff88/trial-superbanner-1.png\" bg_button=\"-success\"]\u003c/p\u003e","galaxy":"no_galaxy","team":"en_editorial_team","isReviewedByExpert":false}},"alternates":[],"category":{"id":11,"name":"Content","slug":"content","lang":"en","description":"Content is at the heart of effective online communication. 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