10 Rules for Publishing Quality Content to Improve Your SEO Ranking: Part 2

Last week we talked about five rules for publishing the kind of content that will improve your SEO ranking. After all, you can’t expect to just throw some thoughts together quickly and expect it to benefit your business. Your site’s content should be carefully constructed as you create a keyword phrase, emphasize those keywords, ensure the content itself is well-written and usable, and put effort into effective formatting.

This week we’re laying out our last five rules for publishing quality content. It’s all about creating it  with thoughtfulness and intention, focusing on the target reader, not just Google’s ranking formula.

6. Watch Your Word Count

According to research from Neil Patel, content that achieves the highest rank in search engine results is between 2,000 and 2,500 words. If your word counts are not falling in this range, then consider expanding your content and going more in-depth to reach users who value content-rich sites.

7. Include Multimedia

Including images, videos, slideshows, and audio in your content has many benefits: it enhances the user experience, enables you to communicate information in a way that is most valuable to your target audience, and encourages visitors to spend more time on your site. 17 Production says that websites that use videos in their content can reach a 4.8% higher conversion rate than those that don’t.

8. Thoughtfully Title Your Content

Google uses your title tags to create a headline for its search engine results pages (SERPs), so it’s important that you come up with an effective and strategic title for your content. Our best recommendations are to include at least one target keyword in the title, keep it to 70 characters or less, and make it catchy and memorable.

9. Regularly Update Your Content

One article here and there will not cut it for a high SEO ranking. Consistently updated content defines a site’s relevancy, so you should post often, as well as within consistently-spaced time frames.

10. Be Original

Originality in terms of SEO refers to duplicate content, or the exact same content that appears at two separate URLs. This is a red flag for search engines because one of the sources is infringing on copyright. Whether or not the content is intentionally the same, this can be a bad sign for your ranking. So, always write and publish original content on your site.


These rules, of course, are not the only aspects of your site content that you should keep at the forefront as you’re brainstorming, researching, writing, and editing. Users are always changing what they want to see or read, so it’s important to keep up with your readers’ needs, whatever those may be.


On the other hand, there are always definite mistakes to avoid when trying to impress both your target users and Google’s search engine. Have you ever “broken” one of these rules? What have you learned about content and SEO rankings when it comes to your business’s site? Share your thoughts with us in the comments!

Heather CoxComment