Content Optimization for Your Business in 7 Steps

Content Optimization

The right content allows you to increase your position in search engine rankings. However, optimizing your site for user queries can be expensive and time-consuming if you move without a strategy and plan. Here’s a plan for content optimization for your business.

Check What Queries You Appear for in Search Engine Rankings and Content Optimization

You can’t promote your site for keywords without analyzing your traffic sources. To get targeted traffic from potential customers rather than a random audience, you need to understand the queries that drive people to your site.

For example, on one page you use the key phrase “sports at 22Bets me“, and people get to this page from the query “sports clothes”. Consequently, they won’t find on the site what they are looking for (a store with sports clothes), and you won’t get new customers.

If you know which queries bring you the most customers, you can optimize your content to increase the amount of targeted traffic.

You can check the position of your site for search queries by using Google Search Console or special services designed for that purpose. For example, Serpstat will help to gather a semantic kernel and analyze sites for already used keywords.

Analyze Your Competitors’ Semantics- Content Optimization

Competitors need to know your competitors. Identify at least five major competitors in your niche and check the texts for seo-optimization and based on their semantics to determine what queries you are missing.

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For example, you use the headline “Cell Phone Repair Company” on the homepage of your site. After analyzing your competitor’s site in detail, you discover that they use the query “Smartphone Repair Services” on their homepage. Given this information, you can compare keys and use the highest-frequency ones. And in principle, find new queries that have not been used before to intercept some of the competitor’s traffic.

Add Keywords in the Headlines and Subheadings

Without the keywords in the titles there is nothing to count on. This is important for optimization, not just an advantage over competitors.

Once you’ve identified the keys your potential customers use in search queries, assess their relevance to you and use them in H1 and H2. And to cover more queries, create new pages for them. Create content that is relevant to your customers.

Check Texts for Over-optimization

Sometimes the advice to “add keywords” is taken too literally, making some pages look like they were written by a robot. When optimizing content, remember that you are writing for real people. Not only does your position in the search engine depend on the keywords you use in your content, but also on the behavioral factors of your audience on that page. That’s why it’s important that they like the content.

Search engines actively pessimize pages with over-optimization, so explicit keyword stuffing is a sure path to a spam filter. Don’t go overboard with this and check pages for text spamming before you publish them. There are a lot of free services on the web for this purpose.

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Regularly Post New Content and Update the Old

Once placed key queries in the text and forget about them for the next 5 years will not work. To increase positions and not to give up positions to competitors, you must regularly publish new content and update the old. This tells the bot that the resource is alive and relevant to users.

What to do when the basic semantic core is already used on the pages of the site? For publishing new fresh content, a blog is fine. Blogging closes two issues at once:

  • Expands the semantic kernel, so that the site is shown in prominence for a greater number of queries.
  • Improves the existing positions, because the actualization of content is one of the important factors in the ranking of pages in search results.

For example, if the pages on the site covered the main queries of users who are interested in car service, in the blog write on related topics: “how quality engine repair saves the driver money” and “why do regular maintenance of the car.”

Add Themed Images and Videos to Texts

It’s hard to imagine a website without images and videos. These elements bring additional traffic and increase positions in the results, if you add them to pages correctly – taking into account the size of the image and the prescribed attributes Alt.

Alt is text that briefly describes the image in the html <img> tag. Adding Alt to each additional page element gives you 3 benefits:

  • If for some reason the element doesn’t load, the user will see its description, which is also taken into account by robots when ranking.
  • The description of the image makes it easier to find it in Google images, from which you can get additional traffic to the site.
  • Alt gives the bot more information about the content of the page. Thanks to the description he can see that the text and graphics correspond to the same topic, which will positively affect the ranking among queries on that topic.
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The main thing is to place key queries in the description.

Content Optimization for Phones

What percentage of users interact with your site via smartphone? You can bet that most of them do. The accessibility and usability of content on both desktop and mobile is a factor that also affects your organic ranking.

There are 2 options for optimizing a site for mobile devices:

  • A separate mobile version of the site.
  • Adaptive layout of the existing version.

The mobile version of the site should be optimized as a separate site. And to improve the adaptive design, you need to simplify functionality and get rid of heavy elements

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