Indicators (backlinks, engagement, E-E-A-T, freshness) that Google uses to judge content quality.
Ever feel like you are doing everything right for your website, but Google is just not giving you the love you deserve? I know how frustrating that is. It is because Google is always looking at a lot of different things to figure out if your website is good. I am going to talk about something called Quality Signals. I have been in this game for 15 years, and I have learned that these are the little things that can make a big difference in your ranking. I am going to explain what is Quality Signals and give you some simple, actionable tips to make your website better in Google’s eyes. You will walk away knowing how to create a website that not only ranks high but also keeps visitors happy.
So, what is Quality Signals? They are clues or indicators that Google uses to determine how good and trustworthy a website is. These signals come from many different places, like how long a person stays on your page, if they click a link to go to another page on your site, or if other high-quality websites link to you. Google uses all of this data to figure out if your site is a great resource or a bad one.
Think of Quality Signals as a reputation score for your website. When people find your site useful and credible, they will spend more time on it, share it on social media, and link to it. All of these actions send positive signals to Google. The better the signals, the more Google trusts your site and the higher it will rank your content.
How Quality Signals Impact Different CMS Platforms
The principles of improving quality signals apply to every website, no matter the platform. Your CMS is the tool you use to create the content and user experience that generates these signals. I am going to show you how to think about this with some popular platforms. The goal is to make your website so good that it naturally sends positive signals to Google.
WordPress
WordPress is excellent for generating positive quality signals because of its flexibility. I recommend you use plugins to speed up your site and to add features like related posts to keep visitors engaged. A well-designed theme and a clear navigation menu also make it easy for users to find what they need, which keeps them on your site longer.
Shopify
For Shopify, quality signals are all about user experience and trust. You can improve signals by having high-quality product photos, detailed descriptions, and a smooth checkout process. Also, getting customer reviews and testimonials and displaying them on your site sends a strong signal of trustworthiness to both users and Google.
Wix
Wix makes it easy to create a visually appealing site, which is a great start. To improve quality signals, you should focus on making your content as helpful and easy to read as possible. Use short paragraphs, clear headings, and lots of photos. A fast-loading site and a simple design also signal a good user experience.
Webflow
Webflow’s design freedom allows you to build a website that is not only beautiful but also very fast and easy to use. I recommend you use this to create a seamless user journey. A clear and logical site structure, along with easy-to-find information, helps keep visitors on your site longer, which is a huge positive signal.
Custom CMS
With a custom CMS, you have the most control to build a website that is a quality signal powerhouse. You can build a site that is incredibly fast, mobile-friendly, and perfectly designed for your audience. I would also recommend you build in a clear, easy-to-use search function and a knowledge base to keep users engaged and on your site for a long time.
How Quality Signals Apply to Different Industries
The way you generate positive quality signals changes depending on your business. It is all about knowing what your audience wants and giving it to them in the best possible way. I am going to show you how to apply this to a few key sectors.
Ecommerce
For an ecommerce site, quality signals come from a good shopping experience. I recommend you use high-quality product photos and detailed descriptions that answer all customer questions. A clear return policy and an easy checkout process also show that you are a trustworthy business, which sends positive signals to Google.
Local Businesses
For a local business, quality signals are about reputation. You can get positive signals by having a lot of good reviews on your Google Business Profile and other local listing sites. I also suggest you create a website that is easy to navigate, with your phone number and address very easy to find. This shows Google you are a legitimate business.
SaaS
For a SaaS company, quality signals are about trust and expertise. You can get these signals by creating a detailed knowledge base with tutorials and case studies. Highlighting customer testimonials and positive media mentions also shows that your product is trusted and authoritative in your field.
Blogs
For a blog, quality signals are all about engagement. A high-quality blog post will have a low bounce rate and a long session duration. I recommend you create in-depth, helpful articles with lots of images and a clear structure. This encourages people to read the whole article and to click on other articles on your site, sending positive signals to Google.
FAQ Section
What is a “bounce rate” and how does it relate to quality signals?
A bounce rate is the percentage of visitors who leave your website after viewing only one page. A high bounce rate is a negative quality signal. It tells Google that your page did not meet the user’s needs. A low bounce rate is a positive signal and can help your rankings.
Are quality signals a direct ranking factor?
Google has not confirmed that they are a direct ranking factor. However, they are highly correlated with high rankings. A website that has a lot of positive quality signals (low bounce rate, long sessions, a lot of backlinks) is often a high-quality website, and high-quality websites tend to rank well.
What is “dwell time” and why is it important?
Dwell time is the amount of time a user spends on a page before going back to the search results. A long dwell time is a very strong positive quality signal. It tells Google that your page was exactly what the user was looking for and that they spent a lot of time consuming your content. This can help your rankings a lot.
How can I get more backlinks to send positive quality signals?
You can get more backlinks by creating content that is so good that other websites want to link to it. This is often called “linkable content.” It could be a unique study, a comprehensive guide, a free tool, or a beautiful infographic. You can also do a search for people who have mentioned your brand but have not linked to you and ask for a link.
