This is a tech B2B checklist that you can do quickly for each of your pages and posts and build up a score.
This should take a few minutes if that per page/post, and if you do it for all of your posts and pages then you’ll have a score vs. the total E-E-A-T points available!
The quick page quality checklist for tech B2B
If you’re not selling finance or healthcare (you’re not a Your Money Your Life YMYL website), and instead you’re “just” writing about tech, business, etc, then while the page quality checks are the same 8 checks, they are “shallower” because — shock — nobody will die or be bankrupted if they do or don’t buy your product or service… right? 😆
In fact, you already know the answers to some (beneficial site) so you can give yourself top marks (right?) for those first two checks, and just focus on the other six — all eight make up E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
What’s really cool about this technique is that you can give each of these checks a quality score — actual vs. possible. That means you can measure them now, and next, and show progress to back your investment in content.
And if you do this for all your pages you now have a website-wide actual vs. possible, and a list of remedial actions!
Benefits of applying the page quality checklist
Using the method below, you will have a full website audit — a website-wide, per-page/post actual score vs. the possible maximum score.
This is easy to communicate to the team, and you can track improvements over time.
You can also bake this into new content creation so you’re baking quality in — just like the Toyota Production System!
Each “failing” score also has a remediation action.
For example:
- Low score on misleading H1 heading? Fix the heading!
- No author box? Add an author box (and put it in an improved single post template).
What's in the page quality check list?
Based on a previous post How to improve page quality with a Google page quality scorecard, and based on original content from Zyppy — Introducing the Google Page Quality Rating Scorecard on Zyppy SEO.
We’re not talking about YMYL sites, “just” tech B2Bs, so we can simplify the checklist to these checks:
- BENEFICIAL – Is the page harmful on purpose, or is it beneficial?
- POTENTIAL – Could it cause harm, or is it not expected to cause harm?
- TITLE – Is the page/post title misleading, or an accurate summary?
- CONTENT – Grade the main content for effort, originality, talent, skill, and accuracy.
- ADS – Do ads and supplementary content get in the way?
- CREATOR – Was this created by the website/author?
- REPUTATION – What’s the reputation of the website/author?
- TRUST – What’s the trustworthiness of the page and the E-E-A-T profile?
What you need to do now is create some kind of scoring mechanism and apply this methodically to the pages on your website.
You also need to bake these checks into content creation so, just like the Toyota Production System (TPS), you are baking quality in at the start.
The tech B2B page quality method
Here are the steps to follow to build in page quality to your tech B2B business.
- Create your own page quality checklist spreadsheet.
- Create a tab in the spreadsheet for today’s date.
- On today’s date spreadsheet tab, column 1 is for the pages to check, columns 2-9 are for the checks in the previous section, column 10 is for “max” and column 11 is “actual” with column 12 a ratio of actual/max.
- Only use numbers for each mark. For the first two checks that are “yes or now” make the scores 10 for yes and 0 for no.
- The other checks can be graded 0-10.
- List all your pages and posts in column 1. For blog posts, if you have loads then you can choose to do “latest”, “all”, or “new”.
- Go through each page and post and mark them.
- Sum up your scores in each column which gives you the score for that feature.
- Sum up your scores for each row, which gives you the per page or post score.
- Your total possible score is number of pages and posts multiplied by 8 (checks) and by 10 (maximum scores).
- Your actual score for the whole website is the sum of your own gradings.
What to do now and next
The best thing to do now is to:
- Do an immediate audit for the scores.
- Where you are falling short, list the remediations (e.g. fix title, add author box, etc) and schedule those tasks.
- Build in the checks to content creation (e.g. give them in the brief to content creators).
- Schedule regular audits.
- Check your analytics over time to see if it improves your performance.
