Content Optimisation

It seems that the world has been put online, and like our everyday world, the web has some places we’d rather avoid. These include poor content, bombarding ads, and nothing but regurgitated junk in general. To be convincing, everything we show should be accurate for the search, informative to the reader, and engaging on the page. But before we try to engage users with our content, we need to convince the search engines that it’s exactly what the reader needs.

As we touched on in our overview of On-Page SEO , content optimisation is the process of refining, enhancing and tweaking your digital content. It’s all about improving its visibility, getting higher engagement, which will then also signal to Goole your pages effectiveness in delivering what is needed to the reader. In order for your content to be seen by the right people it should resonate with them.

Search engines provide your readers with visibility to your content, and optimisation involves aligning your content with how search engine want to show this. Content optimisation isn’t just about “tricking” the algorithms. It’s about creating valuable content that connects.

Content optimisation is a multifaceted process that involves the right words, at the right time, in the right way…..with pictures!

So it’s not a one page fits all, as there are rules, of sorts, to follow. Not only do we have to cover the words needed, but the intent for those words to the reader. Search engines are good at what they do, and for good reason. They make an extrordanary amont of money getting it right. So as SEO Experts we have to make an educated guess as to what the reader is looking for and display them. If we get one chance, we have to get it right. Getting it right starts with the items below:

• Doing Keyword research and targeting: If we use the right tools, then we can identify the right terms and phrases that are people are looking for. We need to find not only relevent keywords but the intent of why these people are searching for these words.
• Providing Content structure and formatting: A mix of headings, subheadings, and bullet points, that are structured, can transform your text and pages. Design of the page and being able to present the data clearly will translate to them to taking time to read your content.
• Offering Content quality and relevance: Capture the attention of our readers with content that is original, informative, and relevant.
• Making it Readable to provide a good user experience: When you write a narrative have a consistent style. As with the formatting, let different formatting visuals capture their attention to your text, by adding flair and breaking monotony. As mobile users are more that 50% or people browsing, the content should be mobile friendly in every way.
• Utilising Content promotion and distribution: You need to be using different types of social media and other channels. Providing content solely on a traditional blog might only attract a specific audience. Engage, enchant, and elevate your messages!

Content optimisation allows people to connect with your content, which in turn will flow down to getting more people to visit your website, bringing in new leads, or growing your brand’s profile.

Content Optimisation Leads to Improved Search Engine Rankings

Search engines like Google use complex algorithms to determine the relevance and authority of web pages. Optimised content is more likely to rank higher in SERPs, leading to increased visibility and organic traffic, which is responsible for 53% of total website traffic . A vast majority of users (75%) do not go beyond the first page of Google search results , so appearing on page one can significantly increase your website traffic. By optimising your content, its visibility can improve in the search results, which then lead to higher rankings and you should have increased organic traffic as a result.

Enhancing The User Experience

Optimised content is easier to read, understand, and engage with. This increases the average time on page and pages per session. A high average time on page generally indicates that users find your content valuable and are spending more time reading, interacting with, or navigating within the page. Search engines, like Google, consider user engagement metrics, including time on page, when they rank pages. Pages with higher user engagement tend to rank higher in search results, potentially leading to increased organic traffic and higher conversion rates .

Increased Conversions

Optimised content can help you in generating leads, driving sales, or increasing your brand awareness. If you look at particular SEO-generated leads, they have a 15% closing rate, demonstrating the value of SEO in aligning content with user search intent and driving traffic to websites. While the average conversion rate for websites is 3.68%, top-performing sites achieve conversion rates of 11% or higher.

Improved Brand Awareness

High-quality content can help you establish your brand as a thought leader in your industry, build trust with your audience, and attract a loyal following.

Keyword Research and Targeting

Before you start creating content, it’s pivotal to conduct keyword research. This involves identifying the terms and phrases your target audience uses when searching for information related to your topic. Tools like Semrush, Ahrefs, and Google Keyword Planner can help. They can find relevant keywords and analyse their search volume and competition.

When selecting keywords, consider their relevance to your content and their search intent. Search intent refers to the underlying reason behind a user’s search query. For example, someone searching for “how to bake a cake” wants a step-by-step guide (informational intent). In contrast, someone searching for “best cake recipes” wants a list of recipes (commercial investigation intent). You must align your content with the users search intent, so that you attract the right audience and keep them engaged.

Another important aspect of keyword research is identifying long-tail keywords. These are keywords that consist of more than three words and are often more specific and less competitive than shorter keywords. For example, instead of “digital marketing,” target “digital marketing strategies for small businesses.”

Content Structure and Formatting

The way you structure and format your content can dramatically impact its readability and engagement. So, just what should you do?

Use Headings and Subheadings (H1-H6)

Use headings and subheadings (H1-H6) to break your content into logical sections. This makes it easier for readers to scan and find the information they’re looking for and helps with on-page SEO. When selecting heading levels, it’s important to follow a hierarchical structure and avoid skipping levels. For instance, don’t jump from an H2 to an H4; instead, use an H3 to maintain a logical flow. Generally, a page should have only one H1 heading, which serves as the main title. This is also important for screen readers, as it allows them to skip ahead or jump to the right flows in your conversations.

To give you an example of a heading hierarchy, lets look at a Dog Grooming Business:

H1: The Ultimate Dog Spa Day for Your Pup – Get Pawsitively Pampered in Melbourne

• H2: Our Full-Service Dog Grooming Services
  • H3: Bath & Brush
  • H3: All-Inclusive Dog Grooming
  • H3: Pawdicures
  • H3: Luxyry Dog Spa Treatments
• H2: Extra Pampering for your Pup
  • H3: Teeth Brushing for your Dog
  • H3: Shaggy De-Shedding Treatment
  • H3: Dog Friendly Specialty Shampoos & Conditioners
  • H3: Canine Nail Filing & Polish
• H2: Happy Pups Gallery
  • H3: Before & After
  • H3: Customer (& Doggy) Testimonials

The structure outlines the main sections of the website and their subcategories, making it easy to navigate further down the content and jump to sections that interest you.

Often people just use the H tags as a way to get a font to a standard size. They want something bigger? They give it a H1! In doing so it actually break the page hierarchy structure, which in the end also removes the importance implied using the headings in the first place. Imagine having the Heading Tag right in the middle of the book, it would just not have the same meaning.

Include Keywords in Your Headings

Include keywords in your headings where they are relevant and natural. This helps search engines understand the topic of each section and improves your content’s visibility in search results.

Write in Short Paragraphs

Long blocks of text can be overwhelming and difficult to read. Break down your content into concise paragraphs to improve readability and keeping the conversation simple.

Use Bullet Points and Numbered Lists

Use bullet points and numbered lists to highlight important information. This makes your content more scannable and easier to digest.

Use Visuals

Use visuals, such as images and videos, to break up text and make your content more engaging. Visuals can also help illustrate complex concepts and make your content more memorable. Ensure to optimise images for SEO by using relevant file names and alt text.

Write for Website Accessibility

In addition to improving readability, headings are important to making the website accessibile. This is becoming more and more important, as users with visual impairments often rely on screen readers to navigate through the web page structure. Screen readers can identify and interpret headings, allowing users to easily navigate through the content and understand its structure.

Eliminate Fluff

Remove unnecessary words, clichés, and jargon that can clutter your content and make it difficult to understand. You still need to aim the content you create to readers levels. Aim it at what they are expected to be able to digest.

Increase Visual Comprehension

Use formatting elements like bold text, bullet points, and images to break up long blocks of text and make your content more visually appealing.

Add a Table of Contents (ToC)

Consider adding a table of contents (ToC) in long posts. A ToC provides a quich overview of the topics covered in your content and allows readers to quickly jump to specific sections on the page.

Content Quality and Relevance

None of us like reading the same regurgitated content over and over again. A significant number of businesses are adopting AI for content marketing and SEO purposes.

This trend is driven by the potential for increased ROI, improved content quality, and enhanced efficiency in content creation processes . For example, marketers using AI see an average of 70% increase in ROI. Despite the advancements in content marketing, challenges remain in creating content consistently, differentiating content from competitors, and optimizing content for SEO . These challenges emphasize the need for strategic planning, efficient content creation processes, and ongoing optimization efforts.

Originality

Your content should be original and not copied from other sources. Plagiarism can harm your website’s credibility and search engine rankings.

Accuracy

Ensure your information is accurate and up-to-date. Providing inaccurate or outdated information can mislead your audience and damage your reputation.

Completeness

Provide comprehensive information that covers all aspects of your topic. This demonstrates your expertise and helps your audience gain a thorough understanding of the subject matter.

Value

Offer valuable insights, advice, or information that your target audience will find useful. This could include practical tips, in-depth analyses, or unique perspectives.

Engagement

Write in a clear and engaging style that keeps readers interested. Use storytelling, humour, or other techniques to capture your audience’s attention and make your content more memorable.

Personalisation and Conversational Tone

With the introduction of AI writing tools, it’s also important to personalise your content and write in a conversational tone. This helps you connect with your audience on a more human level and build trust. There are so many things that detract from the human element. Call centers with automated voice systems and chatbots directing your online query. Ensure your writing is personable to convey a sense of your personality to the reader.

Readability and User Experience

Your content should be easy to read and understand, regardless of the reader’s background or reading level. Here are some tips to improve readability:

• Use clear and concise language. Avoid jargon or technical terms that your audience may not understand.
• Vary your sentence and paragraph lengths to maintain the readers interest.
• Use a conversational tone. Write as if you’re talking to a friend.
• Optimise your content for different devices. Ensure your content is mobile-friendly and easy to read on different screen sizes.

Content Promotion and Distribution

Once you’ve created high-quality, optimised content, you need to promote it to reach a wider audience. Here are some effective content promotion strategies:

Social Media Promotion

Share your content on relevant social media platforms. This can help you reach a large audience and drive traffic to your website. Tailor your social media posts to each platform and use relevant hashtags to increase visibility.

Email Marketing

Promote your content through email marketing. Build an email list and create targeted email campaigns to share your latest content with your subscribers. Segment your list to ensure you’re sending relevant content to the right people.

Influencer Outreach

Reach out to influencers and other websites in your niche. Ask them to share your content with their audience or link to it from their website.

Online Communities

Participate in online communities and forums. Share your expertise and engage in discussions related to your niche. Include links to your content where relevant and appropriate.

Paid Advertising

Use paid advertising to promote your content. Platforms like Google Ads and social media advertising allow you to target specific audiences and promote your content to people who are most likely to be interested in it.

It’s important to track the performance of your content to see what’s working and what’s not. You can use a variety of tools, such as Google Analytics and Google Search Console, to measure the effectiveness of your content optimisation efforts. Some key metrics to track include:

• Organic traffic: The number of visitors who come to your website from search engines. This metric indicates how well your content is ranking in search results and attracting organic traffic.
• Bounce rate: The percentage of visitors who leave your website after viewing only one page. A high bounce rate may indicate that your content is not relevant or engaging enough to keep visitors on your site.  
• Conversion rate: The percentage of visitors who take a desired action, such as making a purchase or filling out a form. This metric measures the effectiveness of your content in driving conversions.
• Average time on page: The average amount of time visitors spend on a particular page. This metric provides insights into how engaging your content is and whether visitors are finding the information they need. It’s a crucial metric for measuring content engagement.
• Pages per session: The average number of pages visitors view during a single session. This metric indicates how well your content is guiding visitors through your website and encouraging them to explore different pages.

By regularly monitoring these metrics and making adjustments to your content strategy, you can continuously improve your content’s performance.