Think how Search Engine evaluate Content, is Content SEO

Search Engines are QA system to answer user's question submitted by some keywords. Learning how they evaluates contents learn to high quality SEO writing.

Search Engine's goal

Search Engine's goal is to find pages which are answers for user's keyword query. The pages have to satisfy following facts.

  • Theme of the page completely match the keyword.
  • Website including the page has much demanded information about the theme
  • The website is eligible to be trusted.

Simply thinking, the pages which satisfy those facts are what the search engine is looking for.

How to match the result with demand of users

Search engine users definitely has demand for information, and they snap up demanded information. But they dislike other information.

This difference is very very definite. If users feel "This website has too many useless contents which has nothing to do with my demand", they go out from your website soon.

But if they feel "Most of this website's content is what I need !", then they continue reading your website's content.

Search engine service providers, especially Google says "You have to contrive to reduce bounce rate instead of doing SEO". That means "Google appreciate the website with low bounce rate", and they have methods to detect useful pages.

How to estimate bounce rate of the page for a theme

The search engine knows what keywords the users are input on their search page. And they are logging them to research following things.

  • Which keywords are used with a keyword
  • Which title and descriptions are clicked on the search result
  • Clicked page contains which keywords

Search engine is building statistic database of themes ( collection of keywords ) and keywords. When the keywords appears in the contents, that means the page content contains highly demanded information for corresponding theme.

Theme and Co-occurring keywords for each demand

The theme is basic method of keyword classification. And another method to class the keywords is co-occurring keywords.

The co-occurring keywords is a group of keywords, which are not in same concrete theme group, but they frequently appear in same contents.

The co-occurring keywords means types of demands. Just like "A person who is interested in A also interested in B", it shows the relationship of theme and keywords based on demands.

Demands and themes

By using this method, search engines analyse how much the contents respond to user's demands.

For example, The Bing search engine highlighting high-demanded keywords and highly relevant theme of the keywords.

hi-demand keywords

Appreciated pages

Appreciated page has following facts.

  • Title and description contains highly demanded co-occurring keywords
  • the page has links to pages which contain highly demanded co-occurring keywords
  • The whole website contains them

Those are feature of natural contents written with focusing on what the target users want to know.

Minus points

Old search engines evaluates the density and reputation of the keywords, but currently, they are evaluating the density of demanded themes.

If there are too much low demanded content, it is evaluated low, but too many demanded keyword is contained, it will be assumed as spam. And it is not possible to measure the density of them.

To writing contents naturally focusing on user's demand is the only and best way to create search engine friendly contents. And never create a contents written by out sourcing in order to add volume of the pages.

How to evaluate the trust of the website

One more important point for search engine to evaluate contents is trust of them. The "trust" of contents is not same with financial one.

That means they are eligible to read it. You have to show that they are not content firm, or low quality not arranged contents. And the writer has enough knowledge about the theme.

The search engine can roughly evaluate how much the content is suitable for queried keywords, but it can not detect how much the semantics of the content makes sense. 

Therefore it uses human power of using searching the contents.

Inbound link is popular method

Using inbound link is one of the method to evaluate trust. Most of search engine uses this way.

Now a day, evolution of search engine make it possible to detect natural and artifical links, therefore number of necessary links to appear in search engine result become much smaller than before.

10 natural links are greater than hundreds of artifical links.

Metrics for more agile evaluation

Number and quality of inbound link is a powerful metric to measure the trust. But it needs more quick and accurate methods. 

They are search engine users action. Search engines log the mouse action on the search page so that they can analyse which page is preferred by users.

Following actions are used as signal of user's appreciation.

  • Click Through Rate ( CTR )
  • Re-visited times
  • Timespan to click next result

Those are very metrics of search result's quality. And spam contents can't satisfy good score in those metrics.

Content is also metric for trust

The contents is also a metric to measure the trust. Search engines, especially Google, like contents written by specialists. And they hates spam like contents firm.

The difference between the two is manually created internal links, which is not ones the content management system automatically generated.

If you out source writing text contents to increase page volume, you can locate a lot of contents with variety of keywords. And it is original ones.

But it is very difficult to create useful links with diversity of anchors and target pages. If you can do that, it is not possible to arrange contents structure, which has few redundant theme of contents. 

How search engine score Website technically

In this page, we learn the rough concept of Website's evaluation. Next, we have to know more detail about it technically.

By knowing that, it helps to learn how to bring up your website step by step with white hat SEO.

Please take a look at How Search Engine Score Contents next.


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