Website content optimization is a huge increase in the relevance of online texts for both users and search engines, such as Google. For readers, content optimization means constant access to quality content that matches their search intent.
Technical content optimization makes your texts machine-readable, easily discoverable, and well-structured for search engines. If search engines ask a question, your article or page should contain the best answer to it.
Today, content optimization includes checking for related keywords, adding meta tags and title tags that are relevant links. You should also optimize headlines to increase CTR and visuals to increase user engagement.
Without content updates, your articles are unlikely to be found by your target audience. Think about it – search queries aren’t the only way people find content. But it is the simplest. When you optimize your content for search engines, people and potential customers will definitely find you.
Here are a few benefits of content optimization:
- SEO. Well-optimized content improves search engine rankings.
- Traffic. A higher ranking can lead to more organic traffic.
- Authority. Optimized content increases topic authority and trust.
- Efficiency. Updating and republishing existing content can save a lot of time.
- Perspective. Regular content audits keep you up to date.
Start by defining the purpose of your page
This way you will find the right keywords to optimize for, as well as the audience you should be targeting. When determining the purpose of your page, ask yourself:
- Where is this page in the marketing funnel?
- Who is your target audience for this type of content?
- What action do you want users to take after visiting your page?
Answering these questions will help you get the most out of your page optimization. A clear understanding of the goal in the process of work will improve organic ranking, as well as increase the relevance of the material for your users.
Explore content and prioritize
At the initial stage, eliminate all technical problems in SEO. Then you can proceed to the selection of keywords. To do this, you need Google Search Console. The tool will show you what search queries you rank for and what positions you occupy. You will also see your organic reach, impressions, and clicks.
Here you will find old pages that need optimization and focus on them. To prioritize, start with texts that rank poorly for top search terms. Supplement and edit the content, making it relevant and different from competitors’ materials. You may also find pages that rank for an unplanned keyword. In this case, the page cannot rank higher because it doesn’t fully match the search intent of users. Edit the page to either match the keyword it’s ranking for or focus on something else.
Add keywords, images, external and internal links
Make sure your titles, meta description, image alt text, and body text contain the keyword you are targeting. If you don’t have images on the page, add them. Don’t forget to include alt text to make the image available to Google and readers who choose not to view the images.
External links are links that lead users to an external resource; Internal links lead to another page on your site. Both are important and show Google that you are a trustworthy source. Just make sure the external links are equally reliable sources of information (and not competitors).
Content optimization checklist
So, you are almost ready to update the old content. Here is what you should pay attention to before publishing:
- Update the title.
- Change the main page image.
- Review the structure of the material; if necessary, add new blocks.
- Make sure your links work.
- Add new relevant links.
- Update all examples, cases and screenshots.
- Revisit the call to action.
- Consider changing the publication date.
Done! Optimizing old content for SEO is a good habit. So, your site will become more useful to readers, which will increase its ranking in search engines.