How To Optimise Your Content

As a business owner it can be difficult to ensure that all of the content you produce is of a high-quality for your website and to completely optimise it in order to get to the top of the search engines. If you’re in business it’s almost a necessity now to be present on the web so you can work on growing your online presence.

Every web page, uploaded photo and video must be optimised in accordance with the search engines requirements and users’ preference; if you don’t then your website will sit deep within the thousands of pages available through search engines with very little chance of your website improving.

Content optimisation leads to better rankings, which ultimately means that you’re increasing the chance of users being able to find your site and your overall brand awareness.

In this blog we’ll be providing you with four tips on how you can improve your content optimisation.

Research keywords

Before you even start content creation, it’s imperative that you create a list of the most relevant keywords. When you’re choosing them, you have to be as precise as possible in order to attract the maximum number of visitors.

There are a number of online tools you can use that can help you track effective keywords, but the best of all of them is Google Ads: Keyword Planner. This is the most popular and reliable service and best of all, it’s free if you have a Google Ads account (the level of detail does depend on how much you spend on Google Ads). It provides detailed information about such indicators as average monthly searches and competition.

Create unique content

Taking into account the search engine optimisation (SEO) keywords, you now need to ensure that you write descriptions for every webpage, with the most attention concentrated on your homepage; because this usually attracts the biggest quantity of visitors.

The uniqueness of your text should be priority number one because if you create unoriginal text, it won’t pass any plagiarism test. You need to ensure that the content you’re creating is of the highest quality, original and interesting for your audience.

Not only that, but you should make the content as readable as possible, otherwise why will anyone read it. This can be done by using a number of ways to break your text into easy to digest chunks.

You’ll want to use subheadings because it will automatically grab the reader’s attention, so if you can create catchy ones so your reader can quickly get an idea of what the content is whilst scrolling through the page.

Keep paragraphs and sentences short. People want information fast otherwise they lose interest, so your text should have a clear structure. Paragraphs should be no longer than five sentences long, otherwise it can put the readers off continuing through the article.

Your business will have a number of competitors which your customers could quite easily go to, so your content needs to be easy to read and digest whilst providing them with informative and consistently high-quality blogs, articles etc. at the same time. Simple and visually attractive text structures keep readers on your website for longer and eager to continue reading.

Optimise every page

SEO requires a work on every single webpage. The good news is that WordPress plugins and other tools make it so the SEO process is a lot simpler and more effective. Each page should be assigned one keyword from the semantic core, but you can’t spam this keyword, it will depend entirely on the number of words and phrase usage.

Creation of the SEO title (which is the big blue link which users see in search engine results) should start from the keyword and contain the most relevant queries connected to the topic and content. The tag however cannot exceed 60 characters, including spaces so make sure it’s short and snappy.

When you are writing the meta description (this is the short paragraph which is displayed underneath the HTML on the search results page), you have to ensure to create the most informative and catchy text so you can persuade users to click the link, this doesn’t affect your ranking but it definitely affects your click-through rate.

You should add internal links to your page that links to other web pages. Not only does it help improve rankings but it makes readers visit other pages and stay on the website for longer.

Optimise visual content

Modern marketing does rely on ensuring you create strong visual content. A recent study has found that content that features images actually generates 150% more engagement than those that don’t, so every photo, video, infographic and screenshots must be carefully chosen to fit the content.

You need to ensure that the visual content used is of a high quality. You should only be using high-resolution photos and videos as well as ensuring the image size is consistent throughout the content and not having anything too small that it’s pixelated or too big that it slows down the loading process, which if your page doesn’t load within five seconds, the readers will almost certainly click away.

Ensuring your content is optimised can be a complex task, but it can be well worth your time and effort if it’s completed correctly. If you implement the changes and ensure that everything is easy for the user, then your website will begin to move up the search engine rankings until it’s where you want it to be, on the front page!

November 19, 2018

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