During a recent Whiteboard Friday on Moz, Rand Fishkin went into the nitty-gritty on how Google may vet content. We say may, because without a confirmation from Google, it’s near impossible to know. That said, we can see patterns and those patterns can lead us to insights.

Below’s an overview of the seven areas that Mr. Fishkin pointed out, with a corresponding question for each:

1. Keyword matches

  • Does your content contain keywords and synonyms that much up with other authoritative sites on the same topic? Do the keywords in your headline and body match up?

2. Topic Associations

  • Does your content contain keywords that often occur in other authoritative sites regarding the same topic?

3. Content Length

  • What is the content length, comprehensiveness, reading level, and sentence/paragrph format that people are looking for when they search your target keywords? Are they expecting listicles, long-form essays, short blurbs, or multi-page behemoths?

4. Brand Name and Site Name

  • Is your particular brand name or site domain closely associated with the covered content?

5. Dynamic Media

  • Is the type of article you are writing often associated with video, audio, or pictures?

6. Truth

  • Does your content (particularly in the case of  YMYL Queries or Your Money or Your Life Queries) present accurate information?

7. Phrase and Sentence Structure

  • Does your content target a specific phrase/sentence structure in the query?

When it comes to SEO, Google has confirmed that Content and Link Structure are among the most important variables. Of course, even within content there are also many variables at play. For more content insights, check out the Content section on Moz.