What Is Content Optimization? (And How to Do It)

Content optimization is the process of ensuring that content is written, published and technically built so that it reaches the largest audience possible. The process includes the inclusion of relevant keywords, meta and title tags, links, headers and sub-headers, on-site speed, calls-to-action (CTAs), image sizes, and many other factors.

Use Keywords Properly

Incorporating the right keywords properly will help you increase the ranking for those particular keywords. You need to make a list of your important, target keywords and use them in the right places. Here’s how to do it:

  1. Page Title:  Placing the primary keyword in the beginning of the title boosts your chances of getting ranked higher. Also, make sure to practice brevity when writing your titles as longer titles tend to get cut off. Keep the title length between 30 to 60 characters.
  2. Meta Description: The meta description is what people read in the search engine result pages, right after they read the title. These little snippets are where you should embed your important keywords, since they get bolded when people search for them.
  3. Inbound Links: Keywords in anchor text allows you to add more weight to your internal linking and gives better direction to the search engines. Make sure to add inbound links from other relevant pages of your site to your primary page, using the relevant keywords in the anchor text.

Improve Organic CTR

  1. Try and experiment with your title and meta description in terms of length and keywords. Also, don’t forget to test the call to action that appears in your description.
  2. Use structured markup (like reviews) to stand out from the other websites in the search engine result pages. Any reviews your product has can be showcased here as a social proof, which makes your site look different and may increase your CTR.
  3. Leverage Google’s featured snippets because more and more people are asking questions to Google, instead of a keyword query. If you’ve created content that answers a particular question then Google may use your content as a direct answer to it. 

Update Your Old Content

When content optimization is done right, it can help you get the most out of your existing content. Rewriting and updating your content is a part of content optimization and can help you deliver consistent value without publishing new content. Keep up with these trends and update your content to reflect them. You want to increase its value with time for both old and new readers. Also, you can re-promote your revamped content and drive more traffic back to your site.

Let Us Help

bBIG Communications offers strategic and all-inclusive services to increase brand visibility in real time among your core audience and entice customers with highly targeted messaging.If you are interested in our marketing and media services or would like additional information on our other custom services, please contact Dave Gibson at dgibson@bbigcommunications.com

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