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Measuring Content Quality and User Engagement

The search engines also attempt to measure the quality and uniqueness of a web site’s content. One method they may use for doing this is by evaluating the document itself. For example, if a web page has lots of spelling and grammatical errors, that can be taken as a sign that little editorial effort was put into that page. They can also analyze the reading level of the document. One popular formula for doing this is the Flesch-Kincaid Grade Level Readability Formula which considers things like the average word length and the words per sentence to determine the level of education needed to be able to understand the sentence. Imagine a scenario where the product being sold on a page is children’s toys and the reading level calculated suggests a grade level of a senior in college to read the page. This could be another indicator of a poor editorial effort. The other method that search engines can use to evaluate the quality of a web page is to measure actual user interaction. For example, if a large number of users who visit the web page after clicking on a search result immediately return to the search engine and click on the next result that would be a strong indicator of poor quality.

Engagement with a web site began to publicly emerge as a ranking factor with the release of the Panda update by Google on February 23, 2011  Google has access to a large number of data sources that it can use to measure how visitors interact with your web site. Just because Google has access to this data, it does not mean that they are definitely using it as a ranking factor.

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