To make the content highly appealing to human searchers and search engines, the practice of content optimisation is undertaken. This involves adjusting and updating on-page coding and copy. The content thus generated can be referred to as high-quality content or, more preferably, SEO content.
The content optimisation process must include ensuring the presence of all associated keywords, adding title tags, meta tags, and relevant links. To increase the click-through rates (CTRs), one must also optimise the headlines. At the same time, one must also optimise visual images for increasing user engagement.
A comprehensive list of content optimisation tips
This entire content optimisation domain might seem complicated at first, but it is not that difficult. Illustrated below are some content optimisation tips which would highly help individuals to create content that would rank high on search engine searches:
Writing quality content
The main objective of writing content is to connect and engage with the targeted audience. Be it for informing, educating, describing or simply for entertainment, the content in a particular site must have a purpose. It must also fit in with the content in the remaining portion of the site naturally.
Content won’t have a purpose if a visitor reads it and doesn’t get the desired information. The written content should be unique and original in nature. In addition to preventing penalties for duplication, this would ensure that the site is more attractive to a visitor.
The search engine giant Google introduced the E-A-T update, which stands for expertise, authority and trustworthiness. It ensures that only the top-most content shows ranks in the search results. Sticking to the core values mentioned by E-A-T while writing would enable one to get the content ranked with ease.
Refraining from over optimising a content
Over optimising content occurs when individual stuff in as many links and keywords as possible. Search engine algorithms are intelligent enough to notice when a particular is over optimised in nature.
While content optimisation tips include the usage of links and keywords, one must ensure to do so in a reliable and trustworthy manner. This is because the content should be organic and must not appear to be spam material.
Writing content first and then revisiting it to find ways to optimise it can be considered a good approach to not optimising the content excessively. In simple words, one can choose to change some sentences or phrases to include keywords in a better manner. One can also find suitable areas to place links so that the flow across the content is natural and does not get hindered.
Structuring content properly
With the aspects of writing quality content and placing links and keywords appropriately to optimise it sorted, one must now emphasise the aspect of structuring content properly. Several content developers don’t pay much heed to headings used in the content, which in turn becomes a reason for the poor development of the content. Headings actually play a major role in optimising content, and crafting appropriate headings is considered one of the best content optimisation tips so that the content ranks in a user’s searches.
Individuals must sectionise a particular content through the usage of headings and subheadings. One must try including the target keyword in some of the used headings. This would increase the reliability and relevancy of content, thereby helping it rank higher in search engine results. This entire concept can be better understood through a short example. For instance, content based on ‘dog foods’ has a target keyword named ‘pet foods’. Then this keyword must be included in some of the headings. Otherwise, it might result in lowering the ranking capabilities of the content.
In addition to these, one must keep in mind that the formatting of the headings are done in a proper manner so that it becomes easy for a viewer to read. One can use bold and large fonts to customise the headings and subheadings.
Below given is a self-explanatory screenshot of well-structured content containing headings and subheadings:
Optimise the images
Another overlooked aspect among content optimising tips, image optimising can go a long way to validating a content. Consumers visiting any site tend to be highly visual and hence prefer that the content includes images. An image in a content helps break up the text and offers demonstration and context to whatever points the content creator aims to put across by writing the content.
One must include alt tags on all images used in the content. Alt tags are the words that show up when a site visitor hangs around a particular image. These tags can also be seen if the pictures in a webpage do not load completely due to some reason.
Besides these, one must keep in mind that the images used should be adjusted and sized in a proper manner so that the site visitor can view the image in the way one intends them to.
Consistently posting content
A best content writing company must ensure to consistently keep their site posted with new content on a regular basis. Both site visitors and search engines love fresh content; hence, keeping updated content on a portal is imperative. When it comes to blogs, one must ensure to keep posting them regularly. A site won’t be reliable and authoritative if the content present on it is old or updated a long time ago.
Videos grab the attention of site visitors and keep them hooked to the site in a similar manner as images do. Video optimisation forms one of the best content optimisation tips, and one must ensure to use appropriate keywords in the title, description and tags of the videos used. If there are no own videos for uploading, one can make use of YouTube videos to get hold of several relevant video clips. These clips can then be embedded into the site.
Before the Hummingbird and Panda came into existence, the search world was mainly concerned about keyword density. But that isn’t the case now. It is imperative to use semantically related keywords throughout a content as relevancy should be there to rank it successfully.
Given below is a screenshot of an example of semantically linked keywords:
Keeping the coding clean
One must note that a search engine will not publish anything illegal or hard to find. A content creator must ensure to keep the code organised and clean through the use of HTML and CSS layouts. This helps search engines to find content efficiently. One must refrain from unlawfully using copyrighted material and should use creative, original content. This would help to avoid the raising of red flags.
As a whole, content optimisation is all about ensuring that a search engine understands one’s purpose; otherwise, they won’t be able to guide search engine visitors to the website. By following the above content optimisation tips, one would be able to provide essential details that the search engines would use to determine the content and its purpose. These tips would help a website rank higher than other sites and will also guide traffic directly to the website.