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How to Optimize Content for SEO?

In case you haven't heard of it, search engine optimization (SEO) is not dead. In fact, SEO is an absolute must for effective content marketing, but gone are the days when the first two words dictated how you executed the third.

Optimize content for seo

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In case you haven’t heard, Search Engine Optimization (SEO) is not dead. In fact, SEO is an absolute must for successful content marketing, but gone are the days where the first two words dictate how you execute the third.

Optimize web content
Optimize content for seo

How to optimize content for seo?

Since Google made its  Penguin and Panda update  , user experience has become the main focus of any good SEO. Today, optimizing the SEO of a site consists of creating relevant content for the user, while being convincing for search engine robots.

I agree that all that I have just said is not really new. However, achieving that perfect balance may be something that still bothers you today. It is in this sense that I come to help you.

Here are some of the best practices and tips for optimizing your content for users and search engines.

SEO optimization tips :

1 – Put yourself in the mind of the user

Identifying and understanding your audience's needs and intentions will help guide your keyword strategy and content creation. You will then be able to provide the best information for your potential customers and the search engines.

If you were researching your product or services, what information would you need? What would your search engine queries contain? What are your problematic points? How can your product or service help solve your problems?

Related: SEO: 9 steps to create and optimize content on the web

2 – Forget keyword stuffing

While keyword stuffing used to be a common and acceptable practice, that is no longer the case today. Stuffing keywords adds nothing to the user experience. In addition, search engine robots are becoming smarter and the risk of being penalized for this practice is increasing.
You can also create a cloud of keywords to see which ones are possibly overused in your web content.

3 – Know the basics of SEO

All of the elements below are essential elements on an optimized page. The content of each page should be unique and incorporate keywords appropriately.

  • SEO Title:  Your page title should not exceed 70 characters and your target keyword should be placed at the beginning.
  • Meta Description:  Meta descriptions should be no longer than 160 characters and should contain your main keyword. The text should inform users and entice them to click on the page. (Tip: Start with an action verb like “learn” or “read”)
  • H1:  The H1 tag tells search engines the most important title on the page and it is also a visual cue for readers. Only one H1 should be used per page.
  • Image alt:  describing the image is extremely important. Search engines cannot see the image like Internet users. It's best to include your keyword here.
  • URL:  it's best to keep the URL as short as possible while making sure to include your main keyword. URLs are visible in search results and can have an impact if users click on them.
  • Text:  include the main keyword at the top of the page and at least two or three times in the rest of the text with variations of the keyword as well.

4 – Be honest and precise

If you lead users to your content with a promise and it doesn't appear when they reach the content, you are creating a very bad user experience. Any text in the title, meta description, H1, image alt tag, or URL should accurately describe what the user will find when they land on your page.

5 – Make connections

Linking your content to other pages on your site is an absolute must. Not only does this add relevance to pages, but it also keeps people engaged by moving them through your website. These can then create traffic to your priority pages. (Tip: make sure your linking strategy prioritizes your sales cycle. Then you can move users through the sales funnel.)

6 – Make content easy to read and scannable

There is no denying that we are in the age of information overload. To combat user fatigue, it is essential to give them content that is easy to digest. Here are some tips for creating easy-to-read content:

  • Avoid large blocks of content
  • Use bullets and numbering for lists
  • Use H2 or H3 tags as subtitles to air out the layout
  • Put words or phrases in bold or italics to emphasize key points

7 – Let the content flow naturally

If you stick to all the guidelines presented above, this shouldn't be a problem. Keywords and keyword variations will naturally appear throughout body text, content will be visually appealing and easy to read, links will help guide users to other areas of your site and Search robots will be able to crawl the page easily.

The CEO of TopRank Marketing explains that it is necessary to give "the best answer". Your content should provide the best possible information to your audience. Having content optimized by today's SEO standards will allow search engines to deliver these pages to your audience.

What do you think of the different techniques offered? Do you already do this in your professional field? Do not hesitate to react by leaving us a comment.