10 Top Tips for Writing Quality Content

woman writing online content

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Quick Summary

High-quality content is vital for the visibility of search engine results pages (SERPS for short). Google wants content that is helpful, trustworthy, and authoritative. To achieve this, ensure accuracy in your information format content for readability and target niche markets. Regularly updating content, making it unique, and using tools to measure writing quality are essential.

Incorporate media for visual appeal, read your work aloud for flow, and avoid excessive keyword usage. While writing is crucial, a comprehensive SEO strategy includes well-linked pages, mobile-responsive design, and off-page efforts. Mastering quality content can lead to increased visibility and conversions.

Writing Quality Content

When it comes to being seen on search results, high-quality content is the king, queen, and the rest of the monarchy. After all, without content, you have nothing to show Google – or your public.

Google, however, has moved a few goalposts over the years when it comes to what it calls ‘high-quality content’. Quality content writing needs to be helpful, trustworthy, and authoritative. That’s not always so easy to master from the outset, which is why it’s always worth brushing up on a few tips.

Lucky for you, we’ve lined up some fantastic tips below to help you start cranking out top-quality content that not only gets you seen but also converts those clicks into conversions. Let’s get started.

1. Be accurate

If you intend to win people (and Google) over with half-baked content that’s poorly researched, think again. Making baseless claims won’t gain you the confidence you demand. 

By backing up any claims you make in your writing with clear evidence that you’ve researched your topics, you immediately show the world that you know – and care about – your subject(s).

Inaccurate content poses risks, including reputational damage and an eroded brand image. However, precise, factual content enables you to position yourself as an authoritative voice and industry leader.

Accuracy drives trust, which operates both repeated customs and helps to show Google you’re an authority. That means increased clicks and conversions.

words have power

For audiences, accurate content builds trust and loyalty, while mistakes or false information ruins credibility and causes readers to disengage.

2. Format your writing properly

People don’t want to dawdle through walls of text. As part of Google’s commitment to helpful, engaging and quality content, their crawlers won’t rank you highly if your work’s tough to read.

So, be sure to split things up. Use bullet points where appropriate, and use subheadings to portion your content, so it’s readable and easy to digest.

Crucially, if your content’s easy to read, it’ll sink in quickly. Review what you’ve written and see if you can shorten sentences. Keep your paragraphs to at most four sentences long, too.

3. Dare to go niche

While targeting popular keywords is always good practice, try to tap into a few niches. There will likely be long-tail phrases and local keywords you can write about to drive more traffic to your site.

In business and marketing, a niche refers to a specialised market segment for a particular product or service. Targeting a niche market means focusing on a specific group of potential customers with unique needs and preferences. This allows businesses to cater to a more defined and specific group of people rather than targeting a broad audience.

Some examples of Niches

Eco-Friendly Beauty Products:

  • As consumers become more environmentally conscious, there’s a growing demand for beauty products that are sustainable, cruelty-free, and made with natural ingredients. Brands that exclusively offer eco-friendly beauty solutions cater to this niche market.

Subscription Boxes for Pet Toys and Treats:

  • Instead of general pet supplies, some businesses have carved out a niche by offering monthly subscription boxes filled with curated toys, treats, and accessories tailored for specific types of pets, such as dogs, cats, or even birds.

3D Printing Services for Customised Jewellery:

  • Moving beyond traditional jewellery-making methods, some businesses specialise in using 3D printing technology to create unique, customised jewellery pieces. This niche targets customers looking for one-of-a-kind designs or personalised jewellery items.

When businesses focus on serving a specific consumer group with common wants, they reap higher conversion rates and revenue.

Specialised companies that devote themselves to delivering high-quality, customised solutions to underserved niches excel and outshine broader-based companies in their market segments.

The lower the competition, the easier it will be to stand out as an authority, and some searchers will want to click on it. That said, you may only sometimes get the traffic volumes you expect. You can, however, expect a more qualified audience.

4. Keep adjusting your content

One of the best qualities of a content creator who drives regular traffic is the willingness to edit. Tastes change, and so do ideas! If your niche is fast-moving, it’s good to refresh your posts occasionally.

Google favours websites that refresh content regularly, improving the user experience, Updating outdated posts and ensuring accuracy signals overall site legitimacy, which may lift rankings site-wide.

Here, we show some niches that have achieved real growth by updating content regularly.

updating content helps improve user experience and ensures accuracy signals

Adjusting your content with the help of analytics also means you can take advantage of keywords that gain fresh popularity. On top of this, Google loves content that’s constantly getting refreshed – it shows you’re active and that you genuinely care.

online digital content, writing quality content

5. Make high-end content your own

The best high-end content in the modern age is unique content. Search for any keyword or phrase, and you’ll find many copycat blog posts and guides repeatedly saying the same old things. Why not stand out from the crowd?

By twisting a popular idea or topic to your perspective and experiences, you can build a fresh, appealing authority that people will want to read. Google will label you an authority, and traffic can only follow.

6. Use tools to measure your writing

Content writers are blessed with all manner of tools and resources in 2023. You can measure content quality scores through Grammarly, Hemingway, and Surfer SEO apps. All three help you to fine-tune your grammar and readability.

Surfer SEO, in particular, is great for helping to measure your content quality against what else is competing on the exact keywords. You’re seeing what else is out there and strategically building better content with a few handy tips. Using a content quality checking tool online isn’t cheating – it’s keeping you competitive. 

Hemmingway editor screenshot

7. Use media throughout

Again, solid walls of text aren’t always that inspiring. People crave visual stimulation through relevant imagery, videos and more. Try and pepper your content with visual breaks; they stick around to keep reading.

You could even create infographics to summarise your content. These help the message’ sink in’ and are highly shareable – meaning you could get extra links back in the bargain.

writing quality blog posts

8. Read your work aloud

A quick scan-through of your work may not be enough to pick up on occasional errors that could sink your post’s legitimacy. So, try reading your content aloud a few times to check that it flows well and, above all, that it makes sense.

Don’t you want to read it yourself? Find a text-to-speech reader online or ask someone to read it. It’ll soon become apparent if there are any stumbling points.

Microsoft Word’s “Read Aloud” feature provides text-to-speech functionality, allowing users to listen to their documents read aloud, aiding in proofreading and accessibility for visually impaired individuals.

Example of a read aloud feature within Microsoft Word

9. Don’t stuff your keywords

The age of keyword stuffing is over. That means no more shoehorning awkward phrases into the same old sentences repeatedly. It also means applying context to your keywords and indicating that you want to educate readers, not just attract their attention.

Try to use keywords sparingly. The introduction, conclusion, and headlines will likely be enough starting points where appropriate.

10. Don’t rely on writing alone for quality SEO

Quality content is just one facet of a solid SEO strategy. Top SEO techniques go beyond the written word or embedded video. Therefore, always ensure your website is otherwise tuned with well-linked pages, a mobile responsive design, and precise contact details above the fold.

Don’t forget to go off-page, too. It might not be seen for all you can be writing quality content! Try writing guest posts to encourage links to your site, and keep your public profiles (and social media) up to date as regularly as possible.

Getting high-quality content down pat isn’t always easy. It can take years to bring truly exceptional results! Try these tips out yourself and remember to keep improving – you’ll start getting visitors in no time (and what’s more, they’ll convert!).

content is king


Guy Tomlinson brings 15 years of SEO mastery and 20 years in sales and marketing to the table. Founder of a successful SEO agency and a seasoned speaker at industry events, Guy is passionate about turning clicks into customers. Subscribe for insider tips and strategies that deliver real results

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