Content is one of the most crucial rankings factors of every other website, and we all are already familiar with this fact. However, it is imperative to note in this scenario that unique, informative, and well-optimized content ranks better and higher on the SERPs (Search Engine Results Pages). In this article, we’ll discuss content optimization, but before you begin writing and optimizing your content, you need to identify the real purpose of your content. It could be anything like gaining more backlinks, educating your already existing and potential customers, ranking well in SERPs, generating leads, driving social engagement levels, etc. After identifying the purpose, you can successfully move on to content optimization, for which you can go through the top seven easiest tips and tactics listed below and consequently enhance your SEO (Search Engine Optimization) rankings.
- Target Relevant Keywords
When you plan to write an article, blog, or any piece of content, you need to conduct thorough keyword research in the very first place. It shall help you determine the keywords searched in your niche or industry. After figuring out your target keywords, you need to define the type of content that you will be writing. It could be your pillar content, i.e., the content you’ll be using to establish authority, or supporting content, i.e., the content based on some other piece of content. Once you decide on the content type, you can map your target keywords.
When we talk about performing keyword research, various tools are available online, including Moz Keyword Explorer, Google Keyword Planner, etc. Remember, if you target every piece of content to a specific keyword from the very beginning, you will achieve better search engine rankings. You can make the most out of the previously mentioned tools for keyword research and understanding what works as prime cornerstone content and what works well as supporting content.
- Create User-Friendly URLs
It is essential to note that URLs should be understood by humans and search engines. It is highly suggested to settle for clean and SEO-friendly URL structures with the relevant target keywords covered in the URLs. Furthermore, you must ensure that the URLs are simple and short, which implies that by looking at them, your visitors and search engines should be able to understand what your content is all about. You should look forward to using three to five words in a URL because if it’s longer than that, you won’t get much credit with Google’s algorithm.
- Use Visually Optimized Content
Visually appealing and attractive content in the form of pictures and videos contributes significantly to making your content consumable. It engages your already existing and potential customers and helps increase their visit time as well. In particular, videos and infographics have the biggest impact. The only drawback in this aspect is that visual content can make your website exceedingly heavy. Therefore, you must compress the pictures before uploading them and provide adequate and relevant alternate text for pictures and videos. Kindly note that embedding videos from YouTube or other online streaming platforms in contrast to uploading videos to your server shall help reduce the page load time. All in all, what deserves your due attention is that a well-optimized picture or video helps improve the website performance and load the pages faster.
- Pay Attention to Linking
Internal linking holds a lot of importance in creating content. Internal links help search engines and users navigate to relevant and informative subtopics. You will be using the target keywords in the anchor text, in most scenarios, for interlinking the pages within your website. However, this doesn’t mean you refrain from linking to external sources. You should look forward to linking to any external source that adds value to your content. For instance, if you are using some facts, figures, or statistics, it is indeed a brilliant idea to link back to a relevant source. Moreover, linking to trusted external sources shall help search engines understand the significance of your content, which, in turn, shall boost your overall SEO rankings.
- Have Responsive Designs
As Google has shifted to mobile-first indexing, it is essential to ensure that your content is responsive on different mobile devices. In case your website is already responsive or mobile-friendly, you need to see how your content is getting displayed across different mobile devices. In most scenarios, it will be more important for your content to get displayed correctly on a mobile device than on a desktop.
- Focus Well on Content Quality
You must, at times, be thinking about the number of words your content should include. Well, there’s no right or wrong answer to it. In reality, you should never worry about the word count of your content. Ensure covering your topic in-depth and always focus well on the quality rather than the quantity. Hopefully, we don’t need to mention it again, but you should always publish unique and freshly written content that educates your users and serves their intent for visiting your website. Make sure to add a conclusion or bottom line to your content to support the content structure properly.
- Add Social Media Share Buttons
Adding social media share buttons to every piece of content you publish shall allow your users to share your content directly on their respective social media accounts. Most of the Content Management Systems (CMS), including Drupal, give the option of having social media buttons with the content you publish, and if not, then you can get the same added to your website. Also, you must always ensure testing that the correct image and description are displayed on social media while sharing your content.