Content SEO

Content optimisation

What is content SEO?

Content SEO refers to the creation of content that contributes to the high ranking of your web pages in search engines. It involves everything related to the creation and organization of content for your website. There are three main criteria you should keep in mind when creating content that will help your website rank well: keyword strategy, site structure, and copywriting.

Search engines like Google and Bing scan your website, so the keywords you use on it has an impact on where your site will appear in their results pages. Having a well-designed and have a wonderful user interface in your website should be primary, as well as all the technical aspects that help your site rank in Google. But, on the other hand, it has no chance in the search engines unless it has high-quality content.

  1. Keyword research

What is keyword research?

The process of developing a comprehensive list of keywords for which you wish to rank is known as keyword research. Every content SEO plan should start with keyword research because if you want to drive traffic, you need to know what your audience is looking for. Keyword research can help you determine which terms to try to rank for.

There are four steps to keyword research:

  • First, you must write down your company’s mission;
  • The next step is to create a list of all the keywords you wish to be found for.
  • Then have a look at the search intent.
  • Finally, for each of these keywords, you develop landing pages.
Read more about a comprehensive Keyword Analysis Plan here.


What are the benefits of keyword research for SEO content?

Keyword research will reveal the search terms that your target audience uses. This is quite important. When talking about their products, some corporations use certain phrases, while their customers use wholly different words. It’s pointless to write and optimise SEO content for words that aren’t often used. Proper keyword research ensures that you are utilising the same phrases as your target audience, making the entire process of website optimization profitable.


Check the SERPs

When doing keyword research, the results pages can provide a plethora of information. If you want to know what people are looking for when they use your keywords, simply google them and browse through the results. Try to write your content in such a way that it addresses the unique demand that you deduced from each keyword’s findings. 

Adapting your keyword strategy

Your keyword strategy shouldn’t be the same every time. It should adapt and evolve with your business and website. It should change and grow alongside you. If it doesn’t, you’re doing something incorrectly.

You should stay on top of your company’s changes while also adapting your plan. If your online store begins to sell new things, expand your keyword list. If you’re trying to break into new markets, your keywords must reflect that.

There are a variety of keyword tactics to use. One of them is to start with long-tail keywords and work your way up to more general ones later, but you could also start with general keywords and work your way up to more long-tail ones later. You have the option of focusing on and pursuing more specific activities, broadening your approach by adding more content on various topics or doing both at the same time.

2. Site structure

What role does site structure have in content SEO?

There are two main reasons why site structure is a key ranking component and, as a result, essential for creating SEO content:

a. Google can ‘understand’ your site better if it has a solid structure.

The structure of your site gives Google a lot of information on where to go for the most crucial material. The structure of your site impacts whether or not a search engine understands what it’s about and how easy it is for it to identify and index content related to your site’s goal and intent. As a result, a good site structure will result in a higher Google ranking.

You can use existing content that has gained links from others to help other pages rank by putting together a structure like this. The structure of your site will help spread some of that link juice to your other pages. On a business site, this means you can leverage high-quality content you’ve written to help your sales pages rank higher in search engines.

b. A proper structure ensures that you are not competing with your SEO content.

You’ll most likely have several articles on your website regarding the same subject. For example, on an SEO website, they will write SEO enhancement articles. If they published eight SEO posts, Google would have no idea which one is the most significant. They’d be competing with our content for Google’s top rank if they didn’t clarify this with our site structure. As a result, fixing issues like these with a strong internal linking structure will lead to higher overall rankings.

The ideal structure of a site

Your website should be built in the shape of a pyramid. Your homepage is at the top of the pyramid, and it contains links to other pages. These pages, in turn, include hyperlinks to more pages.

Your keyword strategy and the way you build your site should work together in an effective content SEO plan. You’ll have to consider both common, competitive keywords and more long-tail specific search terms in a proper keyword plan. In your site’s structure, you should create a similar dichotomy. Sites focusing on more common search terms should be placed near the top of your pyramid, while pages optimised for long-tail keywords should be placed near the bottom. These long-tail pages at the bottom of the pyramid must link to sites higher up in the pyramid correctly.

Practical tips on improving your site structure:

Decide upon cornerstone content

Your efforts should be concentrated on cornerstone articles. These are the articles you’re most proud of and that best reflect your website’s aim. These are the articles you want to rank for the most. Start thinking about which of your articles is the most significant right now if you haven’t already. Make these the most popular articles on your website. Give them particular attention and keep them updated regularly.

Link from tail to head

Once you’ve chosen your precious cornerstones, make sure to link to them from all of your ‘tail’ articles. As a result, Google will know which articles to prioritise. There are advanced internal linking solutions that recommend related items to link from automatically.

Avoid duplicate content

The same SEO content can appear on your site in many places. You don’t mind as a reader because you’ll still acquire the information you’re looking for. However, because it does not want to show the same information again, a search engine must choose anything to show in the search results.

Furthermore, if other websites link to your product, some of them will likelys link to the first URL while others will link to the second. However, if all of these duplicates link to the same URL, your chances of ranking in the top ten for the relevant keyword increase dramatically.  

Remove old SEO content

If a page’s material is no longer relevant, it should be removed! You may, however, have had some useful links to that page. You should redirect the URL to ensure that you continue to benefit from these referrals even if the page no longer exists.

It’s not difficult to redirect pages; you can link the old URL (301) to the page or product that replaced the old page or product, or to a related page if there isn’t one. That may be the product’s category page or, in the worst-case scenario, your homepage. As a result, the (outdated) page will no longer interfere with the structure of your website.

3. Copywriting for content SEO

Copywriting is the third and final component of a great content SEO strategy. The most important thing is to develop articles that are attractive to read and encourage your visitors to stay on your website. At the same time, you want your SEO content to be appealing to Google. However, some people over-optimize their content to the point where it is difficult to read.

Conclusion on content SEO

The importance of content SEO cannot be underestimated. It covers every aspect of creating and organising content for your website. SEO for content is critical. If your material is poor, no one will read it. The content on your page is examined and scanned by Google. Your site’s rating is mostly determined by the material you provide, according to Google’s algorithm. And as we all know, content is the most important thing people look for. So, you must create excellent SEO content, focus on the proper keywords, and organise your website so that Google can understand it. You have to put in some effort, but it’ll be worth it in the end.

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