
How to Create Content to Engage
Gone are the days of carefuly crafted stories to capture your attention
We’ve all landed on those websites – you know, the ones crammed with irrelevant ads, low-quality articles, and the same tired information rehashed over and over. If you want your content to actually connect with people you need to do better. Use AI for the Outlines and not the meat of the sandwhich. Searh engine algorithms are getting smarter; they’re looking for the same things users are: content that’s thorough, trustworthy, and actually useful. Search engines reward content that users engage with – it’s a simple equation.
Content Optimisation is not just about the words
In our overview of On-Page SEO , content optimisation is the process of refining, enhancing and tweaking your digital content. Making content that justs pops to the search engines will have a short life span. People will show this by poor bounce rates. That is, they will jump on your page (cause google told them so), then jump straight back off again, as your content is, well ….(put your own explitive in we are trying to be PG). In order for your content to be seen by the right people it should resonate with them.
Being seen and being heard is not about the initial hit. SEO is a long, long game, so do it right then be a little patient.
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:
- Start by doing Keyword research and targeting peoples intent: You don’t just collect keywords, they have to be structured together for a bigger picture. Get to understand why people are searching for them. Good options are using tools like Ahrefs, Semrush, Google Keyword Planner. Some of these tools can help you uncover not just popular terms, but also the underlying questions and problems for people.
- By providing great Content Structure and formatting on your pages: Make your content easy to scan and digest by using clear headings and subheadings. Then mix it up with images that explain concepts in a different and clear way.
- Offering Content quality and relevance: Capture the attention of our readers with content that is original with practical tips. Or create a fresh perspective on a familiar topic.
- 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!
Why is Content Optimisation Important?
When you optimize your content properly, you’re essentially making it easier for the right people to find you online. And when the right people find you, good things happen: more website visitors, more potential customers, and a bigger impact for your brand.
Content Optimisation Leads to Improved Search Engine Rankings
Google’s ranking algorithms are incredibly complex, constantly evaluating hundreds of factors to determine which pages best answer a user’s query. 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 . 75% of internet users do not go beyond the first page of any 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. If someone spends more time on your website rather than looking for other answers, then that is the best experience and sends strong signals to search engines that your content is valuable.
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
By consistently providing valuable, in-depth content that solves real problems for your audience, you earn their trust and establish your brand as a go-to source of information in your field.
Key Elements of Content Optimisation

Keyword Research and Targeting
Before you even think about writing, you need to dive deep into peoples behavior. What is it that they want?
People don’t just type random words into search engines; they have a reason for searching. Understanding that reason – the intent behind the search – is the key to creating content that actually works.
There are four main types of search intent you need to know:
- Looking for Further Information (Informational Intent): People are not really sure of what it is they want. It’s like window shopping, looking at reviews The person is on a quest for knowledge. So they might be asking “how” to do something, or trying to understand a concept. With these sorts of searches you woul often see keywords like “what is,” “how to,” “guide to,” or “best way to.”. As an example if someone searches “causes of migraines,” they probably want to know why and not buy. So give them information, not a sales pitch. Create detailed blog posts, how to guides, and in-depth articles that match this information.
- Trying to Get Somewhere (Navigational Intent):This is like using a search engine as a GPS. The person knows exactly where they want to go online; they’re just using Google to get there faster. They’ll type in a brand name (“Facebook”), a specific website (“YouTube login”), or a product name (“AirPods Pro”). Your goal here is simple: if it’s your brand they’re searching for, make sure your relevant page ranks #1. Don’t try to rank for other companies brand names.
- Hey I’m Ready to Buy (Transactional Intent):These searchers are ready to buy and now. They’re past the research phase and are ready to make a purchase, download something, or sign up for a service. Their keywords will often include words like “buy,” “price,” “discount,” or “order.” If someone searches “buy organic coffee beans online,” they’re looking for a product page with a big, clear “Add to Cart” button. Make the purchase process as smooth and easy as possible.
- Shopping Around (Commercial Investigation Intent): This is the “window shopping” stage. People are unsure of exactly what it is, brand or product, they want. They will be looking at reviews and checking out what other people have to say. Keywords like “best,” “top,” “vs,” “review,” or “alternative” are all strong clues they are shopping around. Someone searching “best noise-canceling headphones under $200” wants comparisons, reviews, and recommendations. This sort of search intent should cover product reviews, comparison, and buying guides.
A quick way to find this intent is to compare your site to your competitors. Find relevant keywords and analyse the top positions in the search. Do they show more sale oriented pages or is it information. The chances are the intent is obvious it they are #1.
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: Full-Service Grooming Packages
- Package 1: Basic Groom
- Package 2: Deluxe Groom
- Package 3: Ultimate Pampering
- H3: Pawdicures (Nail Filing & Polish)
- H2: Specialty Spa Treatments
- H3: Mud Baths for Dogs
- H3: Aromatherapy Massage for Dogs
- H3: Teeth Brushing
- H3: De-Shedding Treatment
- H3: Specialty Shampoos & Conditioners
- H2: Happy Pups Gallery
- H3: Before & After Photos
- 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 of a Chapter 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.
67% of small business owners and marketers are utilizing AI in Content Marketing and SEO.
79% of businesses report an increase in content quality thanks to AI
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
Think of your awesome content as a new shop in town. You wouldn’t just open the doors and hope people wander in, right? You need to tell people about it! That’s where content promotion comes in. And it’s not about shouting the same thing from every rooftop. It’s about being strategic:
- Social Media (But Smart Social Media): Don’t just post the same link everywhere. Craft different messages for different platforms. LinkedIn? Keep it professional. Twitter? Get creative and concise. Instagram? Stunning visuals are key. And always use relevant hashtags – they’re like signposts guiding people to your content.
- Email Marketing (That Actually Gets Read): Your subscribers want to hear from you – but only if you’re sending them stuff they care about. Segment your email list (e.g., by interest, industry, past behavior) and tailor your messages accordingly. A personalized email feels like a conversation, not a sales pitch.
- Influencer Outreach (Build Relationships, Not Just Links): Don’t just spam influencers with requests. Find people who genuinely align with your brand and content. Engage with their work, offer them something of value, and build a relationship before asking for anything.
- Online Communities (Become a Helpful Expert): Find the online forums, groups, and communities where your target audience hangs out. Don’t just drop links to your content – that’s spammy. Instead, participate in discussions, answer questions, and offer genuine advice. Then, when it’s truly relevant, you can share a link to your content as a helpful resource.
- Paid Advertising (Target, Target, Target): Paid ads can be incredibly effective, but only if you know who you’re trying to reach. Don’t waste money on broad targeting. Use the powerful targeting options on platforms like Google Ads and social media to reach the people most likely to be interested in your content.
Measuring the Effectiveness of Content Optimisation
To understand if your content optimization is actually working, you need to track key performance indicators. You can use a variety of tools, such as Google Analytics and Google Search Console, to measure the effectiveness of your content optimisation efforts. When using these tools, familiarize yourself with these key metrics:
- Organic traffic: Visitors who arrive at your website after clicking on a non-paid search engine result. This is generally considered a highly valuable traffic source because it indicates that users are actively searching for information, products, or services related to your content and that your site ranks well for relevant keywords.
- Bounce rate: The percentage of visitors who leave your website after viewing only one page. A high bounce rate can suggest that your content isn’t meeting the user’s needs, isn’t engaging, or doesn’t match the search intent. However, it’s important to note that a high bounce rate isn’t always bad. For example, a user might find the exact information they need on a single page (like a contact page or a quick definition) and then leave, resulting in a “bounce” that’s still a successful interaction.
- Conversion rate: The percentage of visitors who take a desired action on your site. This action could be anything from signing up for your newsletter to making a purchase, requesting a quote, or downloading a resource. The key is that it’s a measurable action that moves a visitor closer to becoming a customer or achieving a specific business goal. Focus on what actions you want, and track them.
- Average time on page: A measure of how long, on average, visitors spend on a specific page of your website. A longer average time on page generally suggests that users are finding your content engaging and relevant. However, like bounce rate, context matters. A short time on page could also indicate that users found the information they needed quickly and efficiently.
- Pages per session: The average number of pages a visitor views during a single visit to your website. A higher pages-per-session value often suggests good internal linking, engaging content, and a clear site structure that encourages exploration. However, it could also mean users are struggling.
But don’t just look at the numbers; Interpret their meaning in context. Track any changes you make, and measure their impact.
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Frequently Asked Questions about Content Optimisation
Listed below are some of the main areas you should have an understanding on about Content Optimisation.
What is the most important aspect of content optimisation
Providing valuable, relevant, and engaging content that meets the needs of your target audience while also incorporating relevant keywords naturally
Can I over-optimise my content
Yes, over-optimisation, such as keyword stuffing, can harm your rankings and make your content look unnatural. Focus on creating high-quality content for users first, and then optimise for search engines.
What’s the difference between content optimisation and SEO
Content optimisation is a subset of SEO. SEO encompasses a broader range of activities, including technical SEO and off-page SEO. Content optimisation is specifically focused on improving the quality and relevance of your content for both users and search engines.