The Importance of Quality Content on Your Website

How does content affect your websites rankings?

Should you regularly update your website?

And what should you update it with?

Find out more in the article below…


The text that is uploaded to a website is what informs a search engine what a website is about. Without text and keywords, the identification and categorisation of a website wouldn’t be possible, which would massively affect the websites organic listings. Search engines use content on a website to understand the meaning, reason and relation of a site, to others on the web. The higher the quality of the content on the site, the clearer and easier it is for the search engine to interpret. Search engines crawl updated websites, and for it to do this effectively, the organisation and quality of the content needs to be of a high standard and relevant to your brand.


Search engines are more likely to rank websites that contain content that is of a high quality, as the content indicates that the website is informative, factual, of use to the user and relatable to the search term entered in the search engine. Websites with high-quality content, are more likely to satisfy the user and communicate information that is of use to them, which ultimately, increases the search engine user’s satisfaction.

Quality content, that is explanatory, descriptive, clear, funny or simply of interest to the audience is much more likely to gain shares and interactions on social media. If a social media user finds a piece of content that they can relate to or that they enjoyed, they are highly likely to share it with their followers on social media.

Search engines not only rely on high-quality content but also onsite elements. Onsite factors, which are often ‘behind the scenes’, also make a considerable difference to rankings and how easily the search engine can crawl and interpret a website.


Search engines are striving to present content and websites that are the most relevant to the user’s search term. One of the measures of whether this relevance is successful is the duration of time spent on site. If a user clicks on a website, then swiftly bounces back off the website, this indicates that the content and website is not relevant to the search term. This can be frustrating to the user and can also affect the websites rankings for specific search terms.

If the content is relevant to the search term, the user is likely to engage with the website, by spending a considerable amount of time on site, visiting several pages, returning to the site or sharing with a friend.


Search engines will analyse how frequently your website is being updated with quality content. For success with ranking positions, your website must be regularly updated, with relevant and quality content. This ensures that the user and the search engine are provided with fresh and up-to-date information.


With quality content, comes an attraction from relevant companies in the market. If your content is interesting and contributes to the market, it is highly likely other websites will want to be associated with the content, your brand and ultimately, the website. This makes quality content even more attractive, as inbound links from an authoritative website can improve organic search rankings.

Do you regularly update your website with quality content? Or would you like to know more about the benefits of content on your website? Here at Ducard, we can assist you with these vital website decisions which will ultimately improve your organic search engine listing.


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