Many business owners often ask this particular question " How can I use content optimisation for SEO and rank in the top search engine result page" Although, there is no straight answer to this question, there are some ways to go about it.
According to statistics, more than 60% of people only click on the link on the first page of search results. So, many businesses are definitely missing out on potential customers and leads if your website is not on the first page. Therefore, it is crucial to optimise the content on your website for better organic search ranking in Google to capture these leads.
In today's world, content is very important if you want to constantly put your business in the face of your target audience. With no question asked, content optimisation has proven to be the building block of search rankings. With it, you make it easier for search engines to understand your website and rank it higher.
In this blog, Unify Wizards will take you through how business can improve their content to rank higher on search engines. We will also look at the several steps website owners can take to optimise their content in order to drive more organic traffic.
What is Content for Search Engine Optimisation?
When people talk about content optimisation, what they are also saying is that they want the content on their website to make it rank higher and drive organic traffic. In other words, improving your content is the process of making sure it enhances website visibility, and engagement while reaching your target audience.
The following procedures are important to ensure your content makes it to the top:
- Resonate with your target audience
- Add relevant keywords
- Answer searchers questions
- Include compelling titles
- Meta descriptions
- Earn authoritative backlinks
- Optimise headlines for increased CTRs
- Include visual images
Why Is Content Optimisation for SEO Important?
Let’s say you write a great blog that is related to the product you sell on your website, and you want many people to see it. After publishing the content, you realise few people see them in two or three months.
Why is that? Well, maybe:
- The keywords you use in the content have little to no search volume.
- You did not cover the topic according to the searcher's queries.
- You did use a readable heading, so Google’s bots find it difficult to understand your content.
- Your title tag does not accurately represent your content.
Essentially, if you don’t optimise your content, search engines will not be able to find it. That means it will not see the light of day even if it is full of unique insights and helpful advice.
Different Ways to Optimise Your Website Content
Understand Your User’s Intent
Having a profound understanding of how your users search for answers on Google is very important. This means knowing exactly the type of content your users are trying to look for so you can make it as easy and friction-free as possible for them to find. To achieve this, you need to identify potential topics, and subtopics that searchers want to know and brainstorm how you can do better.
Write a Quality Content
Writing quality content means you are following the rules of Experience, Expertise, Authoritativeness, and Trustworthiness, as defined by Google. When you focus on writing content based on E-E-A-T, there will be no reason it won't rank better on search engine pages when compared to content that is simply an edited mishmash of other people’s ideas.
No one can write about your business and talk about your niche better than yourself. Also, you know your audience’s pain points and your own original perspectives should be right up your alley.
Generally, your content should provide real value to the readers by addressing their needs and questions. With this kind of information, readers will naturally engage and keep coming back to your page, giving a strong signal to search engines that your content is valuable.
Use Keywords with Traffic Potential
The building block for every content to rank better on search engines is the topic and the target keywords used. Therefore, it is important to identify these two things before preparing and writing your content.
In case you do not know this fact, Google is now paying more attention to how you cover the topic of your content rather than a single keyword.
Keywords are search queries that people use when looking for a particular content, while topics bring all the keywords together. To make this process easy, you can use tools such as "Topic Research".
For example; if some people want content with a healthy meal combination, they might type a 'healthy diet' as their keyword
Content Alignment with Search Intent
If you are posting content on your website that does not answer searchers’ questions, it is sure your website will not be ranked on search engines. That’s because Google now only prioritises content with the user's intent.
However, the problem is many people do not know the user's search intent. The best way to figure this out is by using the current top-ranking results as a proxy. Here are some of the ways you can analyze your content for search intent:
Content-Type
Content type simply means the type of content on the Search Engine Results Page. For example; blog posts, product pages, landing pages, category pages and many more. So, if the keyword you want to use in your content is ranked in the top 10 positions as blog posts. Stick to writing blog posts. Do not try to write content for your product page to rank for the same keyword on the Search Engine Results Page.
Content Format
Your content format should be the same as the format of the top-ranking posts in the search results. For example; if the ranking content is written in formats such as how-to, step-by-step guide, listicle, review and many more. It shows that is what the searcher predominantly wants to know. So, your content needs to follow the same idea.
Content Angle
For your content to rank higher, it needs to follow the unique selling point of other content at the top pyramid in the Search Engine Results Page. Although it is important to stand out from your competition, you should also consider the content angle of other content with the same keyword at the top-ranking posts.
Make The Content Easy and Enticing to Read
Many people do not often read content on the website from beginning to end. Instead, they review the major points in the content and pick out phrases that jump at them.
So, to make your content more enticing to read, here are some helpful tips;
Remove Fluff
It is important to remove clichés and hard-to-read sentences that stop users from reading all your content. So, before publishing your content, use tools such as Grammarly to detect these errors.
Increase Visual Comprehension
No reader wants to read a very long sentence when going through content. So, use short paragraphs and bullet points with a concluding statement. You can also include relevant images to make SEO-friendly content.
The Bottom line
Content optimisation for SEO is all about making sure that search engines understand what your website represents and the type of message you are passing in your content.
When you write high-quality content for SEO that provides valuable information for its users, it ranks better on the search engine page. This will also make users visit your website over and over again.
Unify Wizards is a digital marketing company with a team of content experts who are able to take your website visibility to the next level. From providing brand awareness to the hottest trends in the digital world, we’ve got you covered. Let us help you create marketing strategies that your customers will love.