How to create quality content people actually want to see

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How do you identify and ensure high quality content?

Quality should always be your priority in content creation. Search engines value quality content when ranking websites; more importantly, quality content significantly influences your readers and customers. But you must apply review and editing criteria to an article before publishing it.

Here’s how to make sure you’re producing quality content.

Related: How to Create Content That Converts in 3 Easy Steps

What is the essence of quality online content?

You should always aim for a few core factors in your content production. Use this checklist to guide your writers and editors:

  • Originality: What does your content (in other words, your brand) offer that no other content does? How does it stand out from the crowd? What makes the perspective unique?
  • Readability: Does the article summarize and explain complex matters in an accessible way? Is it written engagingly?
  • Voice: Does the tone speak to the reader? Does it match the brand’s culture and message?
  • Relevance: Is the article meaningful to the intended reader? Does it help the reader’s purpose or answer their questions? Is it both timely and up-to-date?
  • Timelessness: Will the content still be relevant and exciting in a few years? Can it be easily updated if necessary?
  • Grammar and spelling: Is the writing free of typos and grammatical errors?

Like our digital world, these criteria are constantly evolving. This means staying on top of the latest content marketing research and analysis and adjusting your strategy as needed.

Related: Why producing high-quality content is important for your business

Basic Search Engine Optimization for Content Writing

Ensuring that your content performs well online and achieves first-page rankings means that you adhere to specific rules set by Google (or other search engine) algorithms.

Critical factors for creating optimized content include:

  • Length: 1000 to 3000 words is perfect for blog posts and articles. Landing pages or description pages perform better with 300 to 500 words.
  • Structure: Format your content using title (H1) and subheading (H2 and above) tags. Use keywords and phrases in your headlines.
  • Links: Linking to internal and authoritative external websites increases traffic and performance.
  • Keywords: Use relevant keywords, including long-tail keywords, phrases and LSI keywords.
  • Keyword density: While using relevant keywords is non-negotiable, a keyword density that is too high can result in keyword deadlock. This will lower your SEO ranking.
  • Meta title and description: A catchy meta title and description that includes your primary keyword or phrase attracts your readers and the Google algorithm.

Related: How to Create Quality Content in the Age of Social Media

Optimize quality control using online tools

A recent report found that as of 2021, around 61% of businesses still review every piece of content submitted. This ineffective, “one at a time” strategy contributes to a significant loss of productivity.

There are various online tools designed to help you optimize your workflow. One person can now achieve what once required a whole team and a lot of time – and to the same standard.

Organize your workflow

When it comes to setting up an efficient process, take advantage of tools that allow you to use filters to sort articles by your chosen review and quality control criteria. Applying the filters to incoming content will help you quickly determine which articles are ready for publication and which could benefit from QCing, editing or rewriting.

Best of all, you can make this system available to any team member so you can delegate tasks as needed.


Plagiarism is not just an ethical or quality issue. Duplicate content is downgraded by search engine algorithms.

There are many plagiarism checkers out there on the Internet, and some of them even use AI to detect plagiarized or paraphrased content within seconds. Use them to ensure your content is unique and provides real value to readers.

Grammar, spelling and style

Ideally, you should hire an editor to proofread your content and catch typos, syntax, diction, and grammar errors.

If for some reason you don’t have access to an editor, take advantage of online tools to help yourself. You can find a few AI-based online software that check your grammar, highlight repetitive words and phrases, and recommend style improvements.

Translation tools can also help you (roughly) determine whether an article in a foreign language is insightful and informative. Using tools for that is now accurate enough to detect repetitive, irrelevant or inappropriate content.

Keyword density

The number of times a keyword is used in a text directly affects how search engines such as Google rank it.

Experts generally recommend a keyword density of around 1% to 2%. This means that a 100 word paragraph should only contain a keyword once or twice at most. Some content marketers recommend one keyword for every 200 words.

For efficiency, you don’t need to count the keywords in each paragraph manually. Remember that today there are online tools that do it for you. All you have to do is put in the article URL or text and a tool spits out a keyword density percentage.

Related: How your business can maximize your content strategy and achieve more results

Apply these guidelines to your writing today

Are you keen to start writing some great pieces for your small business website every month?

The focus of any content creation strategy – big or small – should be on quality over quantity. Fortunately, creating quality content is easy if you stick to a few simple guidelines, incorporate the latest SEO practices, and use online tools.

So what are you waiting for? Use these tips and best practices to guide your content team or put (digital) pen to paper today.

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