When it comes to SEO, it’s no secret that content is a significant factor in how well your website ranks. Adding fresh and relevant content to your site on a regular basis not only gives search engines new pages to index but also gives readers more information about your products or services, and therefore enhances the user experience on your site (another ranking factor!) However, it’s not necessarily as simple as just adding a new page with 400 words and publishing. Well-optimized content is always going to rank higher than a page that lacks the key optimization factors. So, how can you make sure your content is properly optimized? We’ve put together this 5 step guide!
When adding a new page to your site, whether it’s a blog post, service area page, service page, etc., it’s critical to include the relevant keywords that you want to be found for. In fact, using keywords that you’ve found from Google Search Console or any keyword planner, is a great way to generate your blog topics. Compile a list of the most searched terms relevant to your business, and determine how you can form them into a piece of content that will be useful to your readers. Be cautious that you’re not using too many keywords, as you may be flagged for “keyword stuffing.” This is a “black hat SEO” tactic that can actually get your site penalized by the search engines, as they’ve implemented algorithms to prevent keyword stuffing. Using only the keywords that are relevant to the piece of content you’re writing, and focus on those.
When writing blog posts, you’re most likely trying to give the user helpful information about your products or service, that will eventually lead to them becoming a customer. If your content is talking about a specific pair of leggings you sell and why they’re so great, link to that page! Internal linking makes it easy for users to find even more relevant information that they may be looking for, and keep them on your site longer. This will help increase your average session duration and pages/session, which will also give you an SEO boost!
Using images in your post? Be sure to use alt text! Alt text allows you to put in a few keywords that tell search engines, as well as visually impaired users, what your content is all about. Search engines cannot understand images without alt text, so this is crucial to optimizing your images.
Optimizing your URL is just as important as optimizing the words on the page. A URL that looks clean, with readable words is going to be much more appealing to the user and the search engines, than a long one filled with a bunch of random letters and numbers. In fact, this is another great place to use keywords. Stringing together a few words that give the user and search engines an idea of what will be one the page is key. For example, if you were searching for a nice restaurant to eat at in Boston, which link would you be more likely to click on:
The second one, right? It’s more eye catching and straight forward, giving you a good idea of what will be on the page you’re going to. Use URL structure to your advantage when optimizing content.
The last step in optimizing your content is always including a compelling meta title and description. After all, this is what the users will see in the SERPS and will help determine if they’re interested in clicking on your site to read more. Use relevant keywords to create your page titles and meta descriptions, giving both the search engines and users helpful information, and to help get your content more views!