Understanding what Google wants

 Content and quality questions

• Does the content provide original information, reporting, research or analysis?

• Does the content provide a substantial, complete or comprehensive description of the topic?

• Does the content provide insightful analysis or interesting information that is beyond obvious?

• If the content draws on other sources, does it avoid simply copying or rewriting those sources and       instead provide substantial additional value and originality?

• Does the headline and/or page title provide a descriptive, helpful summary of the content?

• Does the headline and/or page title avoid being exaggerating or shocking in nature?

• Is this the sort of page you’d want to bookmark, share with a friend, or recommend?

• Would you expect to see this content in or referenced by a printed magazine, encyclopedia or book?

Expertise questions

• Does the content present information in a way that makes you want to trust it, such as clear sourcing, evidence of the expertise involved, and background about the author?

• Is this content written by an expert or enthusiast who demonstrably knows the topic well?

• Does the content have any easily-verified factual errors?

• Would you feel comfortable trusting this content for issues relating to your money or your life?

Presentation and production questions

• Does the content have any spelling or stylistic issues?

• Was the content produced well, or does it appear sloppy or hastily produced?

• Does content display well for mobile devices when viewed on them? 

More questions

• Does the content provide substantial value when compared to other pages in search results?

• Does the content seem to be serving the genuine interests of visitors to the site or does it seem to exist solely by someone attempting to guess what might rank well in search engines?

• Would you trust the information presented in this article?

• Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?

• Does the article describe both sides of a story?

• Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?