Content Optimization

Content Optimization

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Content can take many forms as we’ve discussed in previous sections. So what are the criteria that make it “high quality”?

High-Quality content that drives traffic:

  • Has long, in-depth writing
  • Contains long tail keywords
  • Has engaging visual content
  • Solves your audience’s problem
  • Is optimized for high volume keywords
  • Encourages sharing by your audience
  • Is well-written for a specific customer avatar

Think critically about your content and make sure it’s truly useful. Look at other sites in your niche to see what content they have that’s bringing in traffic and conversions.

One sidenote: Longer content isn’t *always* better. If someone is searching for Jessica Alba’s age and the top results are short pages of 100 words, your page should be a similar length.

So be sure to check out the search results for your keyword before writing long content just for the sake of making it long.

Keep Content Fresh

The other factor in regards to your content is that it should be fresh.

Google’s algorithm weighs fresh content around “Query Deserved Freshness.”

This basically means that they weigh content as more relevant if it matches a search term that has become more popular in a relatively short time.

For example, when the FIFA World Cup is 4 years away, not as many people are searching for it so you’ll likely get soccer league websites as the result. When the World Cup is happening, the search results will likely contain a schedule of games, recent news and websites to stream the games on.

There are two ways to think about fresh content:

  1. Timely topics or questions that are getting searched more
  2. Additions or updates to your site’s existing content for Google to index

As certain topics or questions become more popular and get searched, the increased search volume makes any content that addresses it more timely.

It also means that lower performing content should be considered for an update to improve its quality and send a “fresh” signal to Google.

Use Subheadings

Subheadings, or the secondary sections of your content (like the section headers in this post), should be wrapped in H2 tags.

This tells Google to look at your section headings for keywords next.

Google will search for relevant keywords down the heading list until it winds up at your actual paragraph text, which it will then comb for keywords.

So remember to optimize these areas in the order that Google’s crawler bots look at them:

  1. H1 Title + Meta Description
  2. H2, H3+ Subheadings
  3. Paragraph text

Try using secondary keywords in your H2 tags to clue Google in to the relevancy of your content.

Write Naturally For Optimal Keyword Density

The risk of overoptimizing content is increased when you use too many of the same keyword on your page.

There is no magical rate for the amount of keyword repetition to use on your page. Instead, focus on including the main keyword phrase several times, but not too many more than several.

Individual keywords isolated from their entire phrase can be used more frequently. However, using their synonyms will make your content a lot safer from getting a penalty.

Otherwise, your content risks being penalized by Google as part of the fix to their algorithm which occurred with the Panda update.

For example, if your page is going after “vegan diet” you can use these words instead of “vegan” and “diet”:

  • plant-based
  • vegetarian
  • eating
  • meals

If the page is attempting to rank for “vegan diet,” you can use “plant-based” and “eating” to avoid overusing “vegan” and “diet.”

Johnson Thomas

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