Guidelines for Onsite Content Optimization with a Human Touch

What drives your website content strategy?It’s very easy to set up a website based on how you think it should be and how it should be, but optimizing for SEO is a different game.

Why optimize your website content for SEO?

Simply put, by optimizing the signals that communicate your site’s purpose, you send a clear message to Google about your site’s subject.

While Google and other search engines can be surprisingly accurate, search engine crawlers don’t rank your site the way humans do, but optimization also involves coding and the right keywords – focus on the meta title and create a good description that invites you people to your site, add meaningful titles and write content that accurately describes what you do.

Together, these small tweaks can improve not only your site’s organic search performance but your user experience as well.

Everything on the surface. But in reality, even basic local content optimization involves much more.

Keyword search

We know that keyword research is important in determining what people are looking for and who can direct them to your site. Making a good list is essential. You’ll look at this list (adjusted over time) to see how best to optimize each part of your site.

Keyword research is not rocket science, but you have to do the right thing. In addition to Google Analytics, tools like SEMRush can be useful to see which terms are driving traffic and which are generating buzz in your industry. This is an opportunity to brainstorm, articulate and see what makes sense in the online world. You also develop an insight into how people search for you or your product, which words and phrases suit them.

There are many scientific ways to conduct keyword research, but the basic premise is this: make a list of relevant keywords and note the search volume for each. You can then narrow the list and finally, using common sense, assign one or two keywords to each category on your site.

Also, check your competitors. How you rank a competitor for a specific keyword you want to track determines whether local content can help the cause. You can check the page’s source code to see what they use for their meta titles and H (headers), but even a quick mouse over their meta titles can show what they’re looking for on each page, and if so, Nearby the content on your page is strategically optimized.

Write to people

Google recommends writing your optimization decisions first based on what works best for your visitors. If you like, it’s a kind of buffer to escape cold and difficult statistical analysis and ensure your site always looks friendly to visitors.

It also means there is no keyword overload or easy exit (see below for more information on avoiding over-optimization). Your Meta titles should be written in a way that people can read, in a way that is easy for a person to see and understand.

The H1s and H2s on the page should make sense as they are the titles and subtitles of the content. This is not a place to enter keywords or a search engine-relevant phrase just because it has a high search volume.

There’s an Art to It

Writing optimized content requires a light and careful touch. You must strike a balance between writing for your audience and adding strategic keywords here and there. This requires analysis and common sense.

When looking at Meta tags and page content for different pages, continually ask yourself: does this make sense? Does the keyword belong here or am I having trouble understanding it? Does this accurately describe, in an artistic way, what my page or site is about?

For the content modules on each page: Do they provide the reader with the information he needs? Is the information clear and concise? Finally, is the content correct?

Now is the time to edit and fix spelling, grammar, and punctuation issues. Your website needs to inspire reader confidence, and mistakes simply have no place on a professional website. Go ahead, ask for help, ask the best grammar expert on your team to review the content with a fine-tooth comb.

Avoid over-optimization

In the interest of driving as much traffic to a website as possible, many avid website owners add as many keywords as possible to a given page. It’s hard to avoid – you can only have one page and one photo – using two, three, or four relevant keywords and you want to make your presence known. Or you can write naturally and unintentionally, these keywords are mentioned over and over again.

Tip: After writing a paragraph, mark your keywords in red. If they are listed multiple times, consider narrowing them down until they are present but not dominant – two or three keyword quotes in a piece of text are a good guideline.

Over-optimization can make a page look like spam, but even more dangerous is that you can be affected by a Google Panda update. It was introduced in 2011 and is used by the search giant to prevent sites with low-quality or over-optimized content from controlling search results.

Character and content limits: a simple checklist

Although Google has recently introduced some latitude in counting characters for meta titles and descriptions, results have not yet been shown for all search terms; Google admits that it always tries and tests, so it’s better to be on the safe side:

  • Meta titles: 50-60 characters
  • Meta descriptions: 150-160 characters
  • Keywords in content: 2-3 entries on each page.

With all that in mind, it’s time to optimize your website! Use these necessary website elements to your SEO advantage. You might be surprised at how strategic your thought process becomes when it comes time to add new pages to your site or analyze keyword rankings.

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