8 Types of Content Google Loves to Rank

In the world of content marketing, the sole aim is to appear on page one of the Google search engine results page (SERP). While the goal posts are constantly shifting, there are some tried and tested ways of making sure that your content is still appearing on page one of the SERPs, despite the emergence of AI and how it’s changing search engines. 

We recently wrote an article about HOW you can create content that Google loves, but what exactly is the content that Google favours? What are the different content types that it loves to rank? While you’re armed with the information about how to create it, here are the content types that you should be targeting when you carry out your work. 

1. Detailed, high-quality long-form content

Long-form content is something that Google loves to rank high up on its SERPs. But why? Long-form content has more scope for depth, accuracy and storytelling. It means higher engagement from internet users, and it also shows that the writer has done their research and included as much useful information as possible. 

Something Google will always favour is helpfulness and authenticity. It wants accurate information that people can be interested in and helped by. Long-form content gives a content creator the best chance of producing content with that definition. No matter how much the algorithm changes, long-form content will almost always be king in Google’s eyes.

2. Content that matches the search intent

If the content you’ve produced answers the query that an internet user has typed into the Google search engine, then it’s more likely that Google will choose your content to appear as high up on its SERPs as possible. For example, if someone searches ‘What does SEO mean?’, and you’ve created content that starts firmly and clearly with ‘SEO, otherwise known as Search Engine Optimisation, means boosting brand visibility in the search engine results pages’, then the likelihood of appearing on page one for that query will increase. This is because you’ve seamlessly matched the search intent and produced an answer to their query.

3. Helpful, problem-solving content

This is much the same as the previous point. You should be producing content that people are searching for. This includes doing keyword research so as to pinpoint exactly what people are looking for when using Google’s search engine. This will tell you what will be worth spending your time creating content for. 

If no one is searching for it, then there’s no point creating content for it. Once you have come up with your idea based on keyword research, then make sure it’s as helpful as possible and presents a solution to someone’s problem, as presented in the example given above about SEO.

4. EEAT content

If you were wondering what EEAT content is, take a look at one of our latest articles here. We’ve detailed what it really means to ‘EEAT’ your content. In summary, however, let us talk you through what EEAT content is and why Google loves to rank it in its SERPs. EEAT stands for ‘Experience’, ‘Expertise’, ‘Authoritativeness’ and ‘Trustworthiness’. 

Some of the content pieces that will heavily indicate to Google that it’s EEAT include case studies, first-hand anecdotes, real examples, screenshots, photographs, data, expert opinions, expert insights and transparent author information. 

You’ll find that any content with recycled or super generic keywords will struggle to rank in the Google SERPs, which is why most content creators will base their content around the EEAT model. This is purely because Google looks for authentic information, helping to weed out misinformation or content that has been created using AI solely. Learn more about EEAT content and how to create it here!

5. Content that is well-structured & easy to read 

The content you create, should you want it to rank as highly as possible, should be structured well and be easy to read and understand. This includes writing short paragraphs, adding bullet points, separating text with numbered lists, step-by-step instructions and more. Not only does this add to the structure of the piece, but it also makes it easy for the reader to follow and understand. 

6. Evergreen content

Evergreen content is content that lasts a lifetime. It has no lifespan and doesn’t become irrelevant over time. Instead, it has value all year round, regardless of the age of the piece. For example, you could write an article explaining what evergreen content means. That will never age as someone will always be looking for information on evergreen content, especially if they work within the marketing industry. 

7. Content containing strong internal & external links

Content that contains strong internal and external links is something that Google will value greatly. An example of an internal link is a link that comes from your own website that’s been integrated into content on your website. For example, you can read all about our SEO and content creation services here. 

That’s a link from our blog post to one of our website pages. If, however, I said that 94% of blog posts don’t contain external links, then that link would be an external one, as it goes outside of our own website and to another website. But why does Google link content with external and internal links? The main reasons are user experience, accuracy, helpfulness, authenticity and trustworthiness. 

It shows Google that, especially when using external links, you’ve done your research and found resources that back up your claims. Not only does this make Google more trusting of you, meaning you’ll end up further up in the SERPs, but it also instils trust between your brand and your customers.

8. Visual content

People don’t always want to look at a ream of text. Instead, they want something to break it up a bit. This is even better if you can put in imagery that’s bright, bold and colourful, but make sure it’s relevant to the topic or subject you’re writing about. Don’t stop at real-world photos. Add cartoons, videos, infographics and more to make your content more visually appealing. 

Kumo proudly delivers digital marketing services to clients nationwide. No matter your industry, our team offers high-quality SEO, PPC, content creation, and website design services, among many others. If you’re ready to elevate your business and increase visibility, contact our friendly and experienced team today – we’re committed to helping you succeed.