Content Marketing is the only marketing left. – Seth Godin
According to a study by NewsCred Insights, a reader spends only an average of 37 seconds reading a piece of content on the web.
Optimize or die
This figure makes it quite evident that you need to optimize your content to make an impact in such a short time span.
Apart from this, we all know that content is among the top factors that play a role in Google SERPs ranking. A great piece of content, if not optimized, may never appear in Google search result pages.
Keeping these facts in mind, it becomes apparent that you need to use content optimization techniques to get the best results for your effort.
In this post, we’ll give you a simple, 5-minute guide to content optimization. We’ll give you tips and techniques that you can start using right now to create better content with the same effort.
But first, let’s see what content optimization is.
What is content optimization?
Content optimization is…
…the basic technique of refining your written content in such a way that provides value to users, while at the same time is in accordance with the search engine guidelines.
With more than 2 million blog posts published on the web every single day, making your content stand out has become more difficult than ever. However, according to the content marketing prodigy Rand Fishkin,
You can create content that is 10 times better than what is currently being found in the search results for a single phrase or keyword if you optimize it.
How do you optimize your content?
The important question that is still left unanswered is…how do you optimize your content? Well, there are some strategies that you can follow.
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Tip #1: Follow the 3C rule
Create Correct Content!
This should be the bottom line for every piece of content you draft. Some of the attributes of this correct content that we are talking about here have to be:
- Grammatically correct
- No typos
- Links to reputed sources
- Fact-checked for accuracy
- Valid citations
Remember, anyone can write on the web but not everyone can write right on the web. That’s the reason why not everyone is a content marketing expert. In order for you to claim that spot, the first step is to learn the art of creating correct content.
Tip #2: Don’t over optimize
Keywords are the core of optimizing content on the web. To make keywords work for your content, you need to understand how they actually work in optimizing your web copy.
Therefore it becomes more about how you are using the keyword in the copy instead of which keyword. Here are some basic tips that can help you in keyword based content optimization:
- Avoid stuffing at all costs
- Make natural use
- Use keywords in the supporting image texts
- Using the keyword in headings, subheadings, and the title
Another thing that works here is incorporating the primary keyword in the first 100 words of the web copy.
Tip #3: Intent-based optimization
When it comes to marketing on the web intent becomes the most crucial factor. Intent is what allows you to guess why the user is here and what’s the action he or she is going to take.
Therefore, the key to optimizing your content lies in understanding the user intent.
Let’s take an example here.
Suppose you are selling shoes on the web. The first keyword that might come to your mind when writing web copy for it would be obviously:
Now let us add some more words to it:
- Sports shoes
- Sports shoes for men
- Sports shoes for men on discount
As we continue to add more words to the actual keyword it becomes a lot easier to guess the intent of the user. Isn’t it?
This is where persona building comes into the picture. Create customer personas to try to think as closely as possible to the real-life users and figure out their intent. This will help you figure out the keywords that will work the best for your content.
Tip #4: Re-optimize
The smartest way to leverage the power of your already existing content on the web is to re-optimize it.
There are many marketers who have shown that chances of your content performing better increase many a time if you keep updating it periodically.
Here are three tried and tested steps to re-optimize your content:
- Identify it
- Improve it
- Republish it
It becomes important, first of all, to identify which content did not perform according to your expectations. Once you have that figured out, the next step is to make the necessary changes, improvements and whatever it is that needs to be done. And once that is done, you know the drill – republish it!
Re-optimization is also a great way to gather social proofs, as your content is already a day old even if you republish it by updating after one day.
Quality is the key!
It is a common saying in the content marketing world that “a piece of content, no matter how good or great, won’t perform well unless it is well-optimized.”
There is no denying that writing quality content holds the number one spot when it comes to content marketing tactics that work. However, optimizing it is equally important.
Marketers usually tend to focus on one of these two things. This is the reason even after creating great content they seldom succeed with their content marketing endeavors.
And, the ones who have managed to successfully crack the code of content optimization are enjoying their share of success for their handwork and effort.
If you are planning to get the best results out of your content marketing endeavors, it is time to follow the steps we have mentioned and see how it goes from there.
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