Why is good writing so important for a site’s Google ranking? There are a couple of reasons.

First, Google is able to tell when a blog post has done a thorough job of covering a topic, and when it has glossed over it. (Just how they do this is a closely-guarded secret.) Too many site owners are attempting to trick the algorithm by using all the right keywords but providing nothing of substance. Google is getting better and better at distinguishing these sites from those that offer in-depth, high-quality content.

This works to everyone’s benefit–except for bad writers and scammy site owners. If your only goal is to drive traffic to your site, shame on you. If your real goal is to provide high-quality information, then you deserve to enjoy high traffic, and all that comes with it. We should be grateful that Google recognizes this. In this respect, Google really is a force for good. Imagine what a lousy place the web would be if it were otherwise!

Second, sites with high-quality content are going to engage readers longer. This means they will spend more time on a given page. Google measures this, too. In fact, it’s one of the most important things they measure. They can tell when visitors spend ten seconds on a page, or ten minutes. The ten-minute page is going to get more points in the search ranking, because the assumption is that whatever content it’s offering is better. The longer people stay on your site, the better for your rank.

If writing is a challenge for you–as it is for so many people (and there’s no shame in that!) then you owe it to yourself to hire a professional writer, or at the very least an editor. Editing is about much more than just checking spelling and punctuation. A good editor is looking for holes in logic, misplaced ideas, bad flow, incorrect word usage, and a lot of other things that only a professional can spot.

Every writer–every single one–needs an editor, from the most famous to the most humble. Make your site a destination for people who are seeking good information about topics that matter to them. If you invest time and money into this, it won’t be long before you start to notice a real difference.

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