Content Optimization Guide

Are you seeking help with optimizing your content to become more readable to search engines and more compelling for your web visitors?

With this guide to Content Optimization, we hope to empower you with the right approaches and philosophies to ensure that your web content is optimized for improved rankings in search results.

Within this guide, you’ll learn:

  • How content affects the SEO for your site
  • Ideas for optimizing your website’s content

By digesting this guide, you will get a better understanding for how you might go about to improve the website by optimizing the content.

Content Optimization

For thousands of years, humans have been telling stories.  Since when did this become “content”?

In our modern times, we need to think about a different class of beings: robots.  The bots used to crawl websites (which tells search engines vital information about the website), are smarter than they’ve ever been at sniffing great content vs spam content.  Think about it: Google relies of users to continue to trust the results coming to them via search results.

How often do you optimize your content?

Over the years, search engines have made great progress in separating the indexable webpages on the Internet from the spam sites of the dark web.  The search engine’s intention is to continue to serve better, and relevant search results for users will likely remain a top focus.  Knowing this, you can think about your content optimization as it pertains to winning SEO Benefits for your website.

SEO Content Optimization

Content Optimization in SEO is one of the key factors which has always mattered since the beginning of search engine optimization.  The use of content optimization practices usually involves the activities associated with pre-production, production and distribution of content.  By thinking of the end result for how you want to show up in search results, you can optimize certain types of content for SEO-purposes,

How confident are you in knowing your website’s content is optimized for SEO?

People are have been experimenting with innovative content optimization approaches for years.  For example, in the paper, Online Models for Content Optimization, the co-authors for the research paper suggest:

A data-driven machine learning approach can help with the scale issue, and we seek to blend the strengths of the editorial and algorithmic approaches by algorithmically optimizing content programming within high-level constraints set by editors.

Website Content Optimization

When thinking about the actual content about your company, one of the your greatest web assets for content should be your website.  On your website, you (usually) have full rights to edit and change certain portions of the website.  One of the more important factors to consider when optimizing for your search campaign is by optimizing the content on your website.

How do you currently optimize the content for your website?

When optimizing the content on your site, there are several things to keep in mind.  There are several parties involved here, including:

  • Your Desires
  • Customers
  • Search Engines

By acknowledging all interested parties, you’re in a better position to improve the website in ways that will appease all parties.  By doing so, you find a harmony with the marketplace, and you’re able to attract more web visitors to your website.

Content Optimization Strategy

A solid content optimization strategy should consider findings from keyword research.  With the findings from your research, you should have identified a few keywords that you want to target.  A content optimization may include the following:

  • Increase the amount of content (by improving the original web article)
  • Keyword Consistency (by ensuring you’re using related words to provide a more natural-sounding voice, though, also targeting certain keywords)
  • Amount of content increased (depending on word count for competitors)

Regarding the last point, there are methods for improving your content by reviewing the top searches for the keyword you’re targeting in search results.  By scanning the top few results (for the keyword you’re targeting), you can get an idea for the amount of content you should aim to create (for outranking those pages).

When’ the last time you updated your strategy for content optimization?  Are the keywords you’re aiming for still relevant?

You can review the top few rankings webpages using a WordCounter to set a benchmark for how many words your webpage should aim for in order to outrank the competitors.

Content Optimization Recommendations

Beyond on the changes for aiming for the keyword you want to target with the search campaign, you will also want to ensure some onpage SEO techniques are in place on the website, and webpage itself.

Which types of recommendations have you heard in the past?

Below are some recommendations to ensure content is optimized on your website:

  • Title Tags for Webpages (between 10 to 70 characters long)
  • Header Tags for Content in Webpages
  • Image Alt Attributes For Important Web Images
  • and more!

When you have the basics covered, you can build up from there.

Searchable Content Optimization

Many people don’t know that a lot of the content on a website is searchable.  Whether we’re talking about keywords or images within a webpage– to even the source code itself– search engines are becoming very savvy at indexing and ranking webpages based on searchable content found on the site.  Luckily, you can optimize certain types of content that indexable– and searchable– in search engines.

How searchable is your content?  Is there room for improvement?

Optimizing Content to be Searchable

Depending on the type of content, you can always find new ways to optimize content to become more readable for search engines.  When content is readable to search engines, and it’s accepted, the content becomes indexed and begins to rank in search engines.

How many of your webpages are indexed in search engines and ranking for important search terms?

The content that you should be optimizing is the content readable for search engines.  Otherwise, you’re optimizing the content for conversion optimization (for people).

Conversion Optimization

When it comes to conversion optimization, you are thinking about the users of the web asset and how they become customers.  Conversion Optimization — or conversion rate optimization (CRO)– is commonly thought to be the Holy Grail of winning discoveries when it comes to the internet marketing crowds.

What’s your guys’ website conversion rate?  On average how many convert to customers from your website?

Since websites tend to naturally have low conversion rates, conversion rate optimization is all about improving the conversion rate of new customers of web visitors visiting your website.  Traditionally, eCommerce have always had the lowest conversion rates (around 1% on average across the board), though, each website will be in a different place concerning conversion rates.

What’s the lifetime value of a customer for you business?

Conversion Optimization is all about applying different techniques, such as split testing, to attempt to squeeze the most value from a web asset.  After all, a profit increase of even 1% can improve the business’ bottomline.

Content SEO Optimization

Content optimization for SEO purposes can be applied in a variety of ways.  Depending on whether access to the site is granted, on-page SEO content can be published.  If site access hasn’t been granted, off-page SEO optimization can still be implemented, depending on the Search Engine Optimization technique.

How are you optimizing the content on your site now?

eCommerce Content Optimization

For eCommerce stores, content optimization is one of the main ways to get a competitive advantage.  For a lot of eCommerce stores, they have duplicate content issues, especially as it pertains to Product Pages.  Since there are a lot of products available to resell online, many inexperienced store owners might unintentionally add duplicate content just by copy-and-pasting the product description provided by the original seller (of the product).

How careful are you in developing SEO-focused product pages in your eCommerce store?

Content Optimization Services

When it comes to content optimization, you really know what you’re doing.  There’s a difference between proofreading and optimization, and that’s why an experienced professional is often required to apply content optimization.  For these types of duties, content optimization is often outsourced.

What kind of business situation is your ideal?

When it comes to content optimization services, here are some considerations when outsourcing your content optimization:

  • Hire a Native-speaking English Search Engine Optimizer
  • Someone that has experience optimizing content (and has achieved verifiable results)
  • Ideally, someone that knows your industry

Especially when it comes to eCommerce, you want to hire someone that has worked with eCommerce sites– not necessarily the first-hand experience with your products or industry.  If you want to hire someone locally who has a breadth of experience with content optimization, you can check out our Search Marketing Services and reach out to our experts.

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