top of page

Google Verifies: Is Quality Content Enough for Better Search Rankings?

In a recent exchange on the "Search Off the Record" podcast, John Mueller and Gary Illyes, the dynamic duo from Google's Search Relations team, shed light on the role of quality in the world of search.

Quality isn't sitting on the sidelines; it's actively shaping every part of the search world.

It influences Google's interactions with websites, from the behind-the-scenes work of crawling and indexing to the front-row action of ranking. While it may not guarantee a top spot, it holds the authority to shape Google's perception of and engagement with a site.

But that's not all; this conversation also debunked some long-standing SEO myths, shattering misconceptions that have clouded the digital landscape. In a surprising twist, the discussion revealed that even affiliate sites, often considered outsiders in the quality content club, can indeed produce content that meets Google's lofty standards.

In a world where SEO constantly shifts and changes, these podcast highlights stand as a clear reminder that quality is the compass directing our digital journey.

The Far-Reaching Impact of Quality in Search

A person using Google on their iPad

Quality isn't just a side note in the world of search; it's the driving force behind the whole system, according to insights from Illyes. Think of it as the secret ingredient that gives flavor to everything, from the initial website maps to reaching the top of search results.

Illyes revealed that at Google, quality is like their guiding star when it comes to deciding which web pages to crawl. Imagine Google has a list of website pages to visit, and it doesn't just randomly jump in. Instead, it carefully organizes these pages based on how good they are, like creating a guest list for an exclusive party where only the best pages are invited.

But here's where it gets interesting: quality isn't just about the present; it has a memory. When a new webpage shows up, Google checks the quality of the main page it connects to, almost like doing a background check. If the main page passes this quality check, it's more likely that the new page will also get noticed and crawled.

In the world of search, think of quality as the choreographer, setting the pace and selecting who gets the spotlight in search results. This shows us that in the ever-changing world of SEO, one thing remains constant and that is the fact that quality is still the key to success.

Quality's Influence on Search Rankings

A person drinking coffee and looking Google's homepage

Quality certainly plays an essential role in how Google explores and organizes web pages, but it's important to note that it doesn't always translate into securing a top spot in search rankings.

Illyes made it clear that, although having top-notch content is essential, it doesn't come with a guaranteed ticket to the coveted first page of Google's search results.

Differences in Quality Across a Website

Illyes shed light on how quality isn't a one-size-fits-all concept when it comes to different sections of a website.

Think of your website as a collection of different pieces, each with its own quality rating. If one part consistently has great content, it might get better treatment than another part known for not-so-great content.

Now, think about user-generated content (UGC) like a box of assorted chocolates—some pieces are delicious, while others might not be as tasty. If Google detects a pattern of lower-quality content in a UGC area, it can influence how often Google's crawlers visit that specific part of your website. It's a reminder that quality isn't just a global judgment; it can vary within the nooks and crannies of your digital domain.

Dispelling SEO Myths

Illyes took the opportunity to set the record straight on a few SEO myths that have been circulating.

In a twist of expectations, he revealed that not all duplicate content spells trouble, and affiliate links can peacefully coexist with your SEO strategy, as long as the content surrounding them is one-of-a-kind and genuinely valuable.

And here's the plot twist: translated content isn't off the table either! But, he emphasized the importance of a human touch in reviewing machine translations to ensure they maintain their quality and message.

Affiliate Sites: Quality Matters

A mini trolley filled with money beside a laptop

When it comes to affiliate sites, Illyes emphasized that it's not just the affiliate link that counts; the content surrounding the product is just as crucial. It's not a solo performance; it's a symphony of quality content that makes the real difference.

Final Words

Enhancing the overall quality of your website can work wonders on how Google interacts with it. When you bid farewell to poor content, your entire website can reap the rewards.

While it's true that quality content doesn't serve as an automatic ticket to the top of search rankings, investing your efforts and resources into creating valuable and unique content is a smart move. It's like giving your website a makeover that's bound to catch Google's attention and potentially boost your search presence.


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.


bottom of page