Content Optimization Strategies

In a previous blog post, we went over the basics of content optimization – what it is and why it’s important. Here, we’ll be diving deeper into the topic by presenting a few different ways you can optimize the content already on your site and any content you’ll add in the future. Keep in mind that this is by no means a comprehensive list of every content optimization strategy that SEO experts use. We’ll only be going over those that can be easily implemented into any website’s existing content creation and implementation processes and don’t require a throughout understanding of the other elements of search engine optimization.

Check out these strategies below to ensure the content you’ve put a lot of time and effort into creating can actually be found!

Start with keyword research

Keyword research should always be the first step in content optimization and creation. When doing this research, you are essentially getting in the head of your target audience and seeing what they search for to find relevant content. What you think your target audience searches versus what they actually search for is often different, so you need to use specific tools to find out what relevant keywords would be best for you to target. Google Search Console and Google Keyword Planner are two free tools that will prove to be very useful, and simply looking at the suggestions at the bottom of the results page for keywords you’ve thought of can be helpful as well.

Target relevant keywords

When doing keyword research, you shouldn’t just target words or phrases that you see have the highest search volume, you should always be using relevant keywords to your specific topic. Searches with high volume are often very vague, which makes it hard to identify what a user is looking for. For example, if a person searches “coffee” in Google, it’s impossible to tell whether they want to buy coffee, find coffee shops in their area, learn more about coffee, learn how to roast their own coffee, and so on. While searches that use relevant keyword phrases like “best organic coffee to buy online” or “how to use a coffee press” may have a much lower search volume, it’s much easier to identify the intent of the search. You can then write your content targeting this phrase to satisfy the intent. In addition to often being very vague, these words and phrases will also be very hard to rank for because they are so competitive. 

Write about topics you’re an expert on

Google values EAT – expertise, authority, and trustworthiness – and privileges pages and websites that effectively demonstrate these qualities in its rankings. While it’s obvious that you should write about topics that you are knowledgeable about, you should always clearly communicate what makes your website a trustworthy authority. Showing your expertise on the subject within the content found on your website helps promote this trustworthiness.

Link to other pages on your website within the content

Interlinking describes the process of including a link to another page on your website within the content found on the current page. For example, if you wrote a blog about what your most popular products are, you should include a link to each individual product page within the content. These internal links give readers more incentive to stay on your site and help search engines understand the architecture of your website. Additionally, interlinking to other relevant information on your website demonstrates authority to Google.

This just scratches the surface of all the ways you can use content optimization to “please” search engines and be more engaging, relevant, and informative for users. From simple tasks like keyword research to more complex ones like mobile optimization, our team of SEO experts can do it all. Contact us today to learn more about the value we can bring not only to your content but to your website and business as a whole.