With virtually every website on the internet looking to get to the top positions in Google SERP and drive maximum traffic, content optimization for SEO is an absolute must. Search engine algorithms continually evolve with time so do the rules of effective SEO-friendly content – making it increasingly important to ensure that your online content meets all requirements while simultaneously providing relevant information to users’ queries. Neglecting these critical steps may result in achieving poor results in terms of traffic and generating leads.
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- 1 What Is Content Optimization?
- 2 Why content optimization is important for SEO
- 3 How Content Optimization Works
- 4 How to optimize content for SEO
- 4.1 1. Perform In-Depth Keyword Research
- 4.2 2. Make sure your content aligns with the search intent
- 4.3 3. Include Target Keywords throughout the Content
- 4.4 4. Establish Your Structure
- 4.5 5. Optimize the Length of Your Content
- 4.6 6. Add Visuals and Multimedia
- 4.7 7. Add internal and external links for SEO
- 4.8 8. Consider Technical Elements
- 4.9 9. Be Aware of Cannibalization
- 4.10 10. Make sure it’s easy and enticing to read
- 4.11 11. Use Location-Specific Phrases
- 4.12 12. Cover the Topic in Depth
- 5 Optimizing SEO Content Also Includes
- 6 Principaux points à retenir
What Is Content Optimization?
To put it bluntly, content optimization means creating content, whether it is written, a video, or just simple images, that helps you reach your website and business goals in the best way possible.
Those goals could be to rank high in the search engine results pages or turn website visitors into leads and paying customers. To create this top-quality content, you need to do your homework. Research is the key to better understanding your audience’s preferences and getting the answers they are looking for.
You can’t do what your competitors did and simply write one or two paragraphs more and hope to rank high. Or even worse just rewrite what somebody else wrote just to reach a certain word count (believe me I’ve seen that…). That is heading back to the wild west days of SEO, and those strategies do not fly anymore.
Creating relevant content for SEO takes a lot of work, and you must remain coherent, and logical, and make it valuable to your readers.
Why content optimization is important for SEO
Content optimization plays a crucial role in establishing an effective SEO presence. What you place on your web pages not only reflects on you, your character, and your personality but helps search engine bots decide where you need to be in their rankings.
This objective is not just about writing great content. You could write the best content on the internet, and people will still not find your website or read what you have written. It’s like building a magnificent castle with no roads to get there.
There are reasons for that:
- You used keywords no one else uses
- You did not go in-depth on the topic you were writing about
- Your headlines or subheadings did not make sense to your audience and SEO
- Your title tag does not indicate anything about your subject matter
The good news is that when you are optimizing content for SEO, you can avoid making those mistakes and get more traffic to your website. That is the key reason why you do content SEO optimization. You drive more traffic to your website, and hopefully, your content will convert them into paying customers.
How Content Optimization Works
Let’s simplify it. You do content optimization by writing content about topics your target audience is searching for. Then you use the keywords they are using to help drive them to your website.
By doing both of these strategies, your website ranks higher and more people see your website in their search results. Once that happens, you get more traffic and possibly more converted visitors.
With the right SEO tools, you can find the relevant keywords your target audience is using. That helps you write better content that will attract the attention of search engine bots which will rank your website higher.
But if you do not do this research, then you may end up at the end of the results pages where no one looks.
How to optimize content for SEO
Now that you know what is content optimization for SEO and how it works, you may ask: What are the keys to content optimization?
There are several steps involved that will help you create content for SEO results and make your web pages worth reading.
Let’s look into them.
1. Perform In-Depth Keyword Research
This research helps you focus on the most important elements of finding and using keywords. Those elements are:
- Finding the right topics and the right keywords
- Research-related keywords and phrases
- Picking keywords that have traffic potential
To do all three, you need some top keyword search tools. These tools will produce the best keywords you should use that will relate to your topic, attract crawlers, and produce more traffic.
Content SEO optimization depends on using the right keywords. If no one is using the keywords you have selected, chances are, no one will ever see what content you have put on your website.
2. Make sure your content aligns with the search intent
Now that you have the right keywords to use, it is time to write or build your content. As the saying goes, ‘content is king’; you need great content to hold your visitors and convert them into paying customers.
When you set out to produce your content, you need to make sure it aligns with what internet users are searching for. If it doesn’t, then your efforts will be wasted.
- Content-Type – Optimizing SEO content means that what is on your website needs to be consistent with your keyword use. If your keywords are for a blog post, then write a blog post.
- Content Format – Use the format that is popular with internet users using those top keywords. If it is a listicle that ranks high, go with a listicle, and on it goes
- Content Angle – This is your selling point. It should be unique but not so unique that it is outlandish or out of touch with your target audience. You may need to have a similar selling point as your competition.
3. Include Target Keywords throughout the Content
In the old days, website owners simply repeated their keywords over and over, and their websites looked like someone got their keyboard keys stuck. You want to use your best keywords in your content but keep it natural and do not stuff the content with them.
Content optimization strategies include the use of target keywords. Still, with SEO evolution and Google updates, Google is much smarter at understanding what your content is about. It means that although keywords are valid, they don’t play that important role anymore.
4. Establish Your Structure
It makes no sense to invest in a lot of SEO tools if you cannot create great titles or sub-headings. If these are poorly done or make no sense, then those needed SEO bots will not rank your website very high.
You will want to use headings, headlines, or sub-headings properly. Keep them orderly, logical, and coherent, and make sure they relate to the content underneath them.
Then make those headings, etc., SEO-friendly. When you want to rank high, even your titles, headlines, etc., need to meet SEO regulations.
5. Optimize the Length of Your Content
It has been said that Google likes long content. The average post length that Google likes is between 2100 and 2400 words (HubSpot, 2020). Still, the best is to verify what kind of content ranks for the keyword you are focusing on. This will give you the best answer to how long your content should be.
6. Add Visuals and Multimedia
What is the key to content optimization? One of the keys is to add videos, images, multi-media productions, and similar content. Internet users do not spend a lot of time looking at a website before deciding to stay or go.
By adding visuals and videos you can make sure they stay on your web pages a lot longer. Be creative but do not go over the top when doing this. Keep these visuals relevant to your topic and other content.
This has been a long-term SEO strategy. Linking to your previous web pages on the same topic or to authoritative websites around the internet helps improve your ranking.
What will help you find those links faster is, when you get time, to make a list of articles that relate to your current topic. Then you can add those links faster without losing a lot of time searching for them during your content production.
If you need to, update those older web pages to keep them relevant.
8. Consider Technical Elements
This sounds harder than it really is, but when you want content for SEO, you need to audit your technical SEO for problems. This means you need to track down and fix broken links, upgrade core web vitals, organize meta tags, and make sure your alt tags are placed in your content correctly.
Any of these and other technical issues can undermine your keyword and content work. You want to do an audit regularly to make sure all pages are loading quickly; links are working, and so on.
9. Be Aware of Cannibalization
It is a big word that puts a big scary picture in your mind. Everyone has heard about cannibals and what they do. Thankfully, that definition does not apply to your SEO strategy or results.
Cannibalization in the internet context means you have optimized many different web pages for the same keyword. This makes those web pages compete with each other.
Then when the SEO bots see this, your rankings can be hurt. To find out if you are using the same keyword, Google it. You do that by using the following equation– Site: [website name] “[keyword], then add ^ for an exact match.
10. Make sure it’s easy and enticing to read
Have you ever read a history textbook? For most people, not very interesting and certainly not easy to read. That is an example of what you do not want for your website. While you do not want it on the level of a comic book either, you still need to make it easy to read and compelling.
Content is king, so if you cannot write great content, hire someone who can. Don’t copy other websites’ content. There are many websites that do this word for word, and it is not interesting or helpful when you are researching a specific topic.
11. Use Location-Specific Phrases
International and national searches are not the only searches internet users do. Most often, internet users are searching for businesses that are near them. When you are optimizing content for SEO, you need to put specific geographical locations in your content or subheadings to rank on those search results.
People won’t find you if you do not show up on their results page. Location-specific phrases make sure you have a shot of reaching those internet users who are doing local searches.
You can even place these phrases in your H1 headline tags. Most of your business will come from your local area, so you need to make sure those local internet users can find you easily.
12. Cover the Topic in Depth
When you are writing on a very competitive topic or set of keywords, your content has to be very detailed, comprehensive, and better than your competitors’ content.
This is no time to be lazy and simply write basic information. You have to do the research and put out well-written content that covers the topic thoroughly, as well as logically and in a coherent manner.
You can do this by creating topic clusters. This is where you have several keywords that describe the same topic but from different angles. Or you can create content benchmarks. You get these from analyzing the top 10 ranked posts for specific keywords, and those benchmarks include:
- Word count
- The number of images and videos
- Total internal and external links
- Keyword usage in the content and headlines
- Keyword variations in the content
- Content type (list post, guide, tutorial, buying guide, informational, comparison, etc.)
- Search intent (what does it help the user achieve?)
This information will help you decide the length, quality, type, nature, and search intent of your content.
Optimizing SEO Content Also Includes
The above is just the starting point when you want to create content for SEO purposes. There are other strategies you should focus on as well. Those include the following:
- Using ‘people who ask’ or Quora Questions to help drive traffic to your website,
- Updating your content on a regular basis,
- Optimizing Page Title, URL, and Headlines,
- Include interesting Meta descriptions and Meta tags.
Principaux points à retenir
When you want to be at the top of the internet pile and rank #1, you have a lot of work ahead of you. Not only does your content have to be better than everyone else’s, but you also need to practice strong content optimization SEO.
The lazy person does not win the prize, so do your homework and be prepared to spend time researching what you need to create great content that drives traffic to your website. Once you get that traffic, hopefully, your content will be so compelling it will convert those visitors into paying customers.
Nothing is guaranteed, though, as everyone else is doing the same thing. You just have to be smarter and work harder to get the results you want.