Google’s John Mueller says that improving content is one of the two best methods for boosting a webpage’s performance in search engine rankings.
In a Webmaster Hangout session late last week, Mueller noted that low-traffic web pages can be a constant source of frustration for brands and that being proactive and taking action is crucial when attempting to manage successful content and SEO campaigns.
Mueller said that there are two methods for improving performance: removing or “pruning” the content entirely or improving it so that it better serves the needs of end users. Deciding on which method is preferable often boils down to the scope and scale of the content at hand. Mueller believes that it may not be practical to improve “millions” of pages.
“Ultimately it’s something where the content that you have available on your website is how you present yourself to search engines,” Google’s Senior Webmaster Trends Analyst said. “So if you’re aware that this content is bad or low quality or thin, then that’s still how you’re presenting yourself to search engines.”
Mueller added: “Or it might be that you find a middle ground and say well I’ll improve some but I’ll also take a bunch out that I don’t have time for or I don’t want to have it at all on my website.”
The quality of writing on web pages can often be overlooked due to a focus on UI/UX and other factors that deliver a quality experience, but in terms of SEO, content leads the way.