How to analyze on-page copy quality

30-second summary:

  • Content quality is key to high rankings in Google natural however it is challenging to inform what a search spider might consider high quality.
  • High-quality content is most surely one that is semantically pertinent to a target query and covers the provided topic deep enough to please a search user, hence semantic significance is most likely the most effective SEO signal.
  • Content structure helps Google and its users to quickly understand the main points covered on the page. Logical and topical subheadings may be an indication of a great copy.
  • Readability and ease of access may not be direct ranking signals but they might improve on-page engagement which might send some quality signals to Google.
  • Pertinent outbound links that contribute to the depth of the content might (or may not) be direct ranking signals but they absolutely add to the on-page user experience (and hence might affect what Google thinks about your page).

Google’s mantra has constantly been “produce fantastic material”. However while 15 years ago creating excellent material may have been not really that helpful, we are finally at the point when this recommendation has actually started paying off. In truth, nowadays top quality material is key to higher rankings. What is great material? Simply put, how to inform an excellent copy from a mediocre one?

Answering this question is really harder than it seems. A human can in some way tell whether any text reads well and supplies worth but how can this be examined from an SEO perspective, when a maker gets to select these quite subjective criteria.

Well, we do not know for sure. We can only make (educated) guess based on what Google representatives state, different experiments, personal experiences in addition to what we appear to know about search algorithms.

What constitutes a great copy?

While it might be simple for a human being to inform an excellent copy from a poor one, what may be pulling the trigger when it pertains to search engines?

Here a few calculable criteria that might straight or indirectly define content quality:

  • Semantic significance (Is the copy relevant to a target search query? Is the copy in-depth/comprehensive enough?)
  • Distinct content structure (Are there subheadings that reflect bottom lines?)
  • Ease Of Access (Can the content be quickly comprehended by an individual with some sort of disability?)
  • Readability (How simple is it to read your content?)

Semantic relevance

What is content significance? There’s no great response to that as this too may be rather subjective.

That’s why Google has been utilizing semantic analysis to create its own understanding of what appropriate subjects are and how to inform whether a specific file relates to a specific search question.

I have actually already shared a guide on semantic search and what semantic analysis really is. In essence, semantic analysis involves clustering any subject into related ideas and entities and researching relations among all those concepts and entities.

Based on the document semantics, you can basically tell how close it is to any topic and how comprehensively it answers a search query. There are tools that translate relevance into numbers also.

Text Optimizer, for instance, takes your copy and compares it to Google’s search results for your target search query. The higher it scores your copy, the more relevant it is to your target topic:

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aligncenter size-large wp-image-142727″src=”×719.png”alt=”on-page copy quality “width=”640″ height=” 449 “srcset= “×719.png 1024w,×211.png 300w,×539.png 768w,×1078.png 1536w,×1438.png 2048w, 728w” sizes =”( max-width: 640px) 100vw, 640px”> Source: Text Optimizer To score higher in Text Optimizer, choose and cover more related concepts the tool recommends utilizing. Here’s a quick and easy explanation on how it works. Material structure For years, content structure has been considered the 2nd most important on-page SEO factor(after the page title).

Content structure is how you are utilizing H2/ H3/ H4 subheadings to present new sections of the copy. Without subheadings, your copy would be a simple wall of text.

Google is using subheadings to comprehend key points of any copy (and often uses them to create organic sitelinks). It has long been believed that Google is utilizing subheadings to determine which keywords within a web file are more important than the others.

Nowadays we know that Google is paying lots of attention to subheadings because it’s now using H2/ H3 tags to locate parts of the documents that should have to be included.

You can analyze your (or your rival’s) use of material subheadings by using SE Ranking. It provides a convenient page audit tool that lets you see your H-subheadings at a glance. You can also click any tag to see it highlighted:

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“sizes=” (max-width: 1024px) 100vw, 1024px”> Source: SE Ranking Traditionally, you want those extracted subheadings to make good sense without seeing the full copy. Numerous web users tend to scan through those subheadings prior to deciding whether they wish to stay on the page and read completely. So you want those subheadings to do an excellent job keeping all those lurkers engaged. Here’s more on producing an efficient material structure with subheadings.

Outbound links (References)

Outbound links have long been the center of lots of SEO misunderstandings.

Do they straight add to your web page ranking? Can they be a signal of material depth or quality?

I guess we will never understand for sure however what we do know about links is that:

  • Google is utilizing them to go from page to page, from site to site
  • Hyperlinks become part of your content quality: Whether you are using a relied on source to support your copy figures out how credible your material is
  • Links are your in-content calls-to-action: You are defining your readers’ browsing journeys by inviting them to inspect your external references.

You want your in-content links to contribute to the usefulness of your copy.

Site Checker does a great job evaluating outgoing links within any page. The reason I choose this tool is that it shows the anchor text (along with highlighting possible mistakes) offering you an idea of whether you are doing a great job controlling your readers’ searching journey.

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max-width: 640px)100vw, 640px”> Source: SiteChecker Like with subheadings, the best practice is to make certain that you can guess what your copy is about by just browsing its links. Also, do not bother nofollowing those outbound links either. Just link to those resources that provide practical additional reading. In this manner your readers’ experience will be meaningful and Google will catch up on that.


Google doesn’t appear to utilize readability as a direct ranking aspect however a readability rating may assist them identify a certain audience type you are using.

Besides, high readability levels will make your material hard to comprehend for people with various cognitive specials needs, so this might be another indirect signal to Google that your content benefits a minimal audience.

Both of these signals might be unfavorable ranking criteria of some sort.

To be on the safe side, prevent high readability scores. Apart from better accessibility, this will also make your content much easier and quicker to comprehend (and for this reason improve on-page engagement which is definitely a ranking signal):

  • Make sure your paragraphs and sentences are brief
  • Prevent lesser-known (and made complex) terms and jargon
  • Usage active voice rather of passive voice where possible
  • Develop a great deal of lists
  • Once again, use subheadings

Yoast plugin will score the readability of your copy as you are still dealing with it. Here’s how to set up and set it up.

on-page copy quality analysis - Readability

Content accessibility Once again, most of the above(content structure, links, and readability )contribute to the ease of access of your content. Google representatives provide no verification as to whether Google is utilizing accessibility or ADA compliance as a ranking aspect. Yet, we understand that Google has been desperately attempting to introduce and standardize accessibility standards of the web resources that appear in Google SERPs. As we know from years of dealing with Google’s SEO, Google’s various efforts to

require anything usually show in its web designer standards. That’s what occurred to website speed that began as a moderate effort, that’s what is occurring to the mobile user experience signals that are now being included in Google’s guidelines. Whether it is a direct ranking aspect or not, web accessibility is an important on-page engagement element enabling more usersto properly engage with your content. It’s also a huge subject, so go ahead and read this whole ADA compliance guide to comprehend the concept(and the legislation behind it )better. Conclusion Obviously, there’s more to content quality audit than running the tools above but it is practical to understand some of the metrics that can be improved. Ann

Smarty is the Brand

and Community manager at She can be discovered on Twitter @seosmarty. More about: