Content optimization: increase traffic intelligently
I’ll explain how to optimize your existing content and increase your ROI in three simple steps:
1. Study your content
2. Evaluate your content
3. Build your content
Step 1: Study your content
The first step to optimizing your content is to have a global vision.
Navigate through your entire site with a tool like Screaming Frog or ContentKing, extract all the URLs and put them into an Excel spreadsheet.
Keep your keyword research user-friendly – you’ll need it in the next step where you’ll be evaluating content.
Step 2 – Rate Your Content
Fill in all the content of your site in a spreadsheet. Now for each complete page:
Targeting your target audience.
The purpose of your content.
The keywords you want to increase the ranking.
How satisfied are you with:
Organic traffic and conversions (last 12 months).
Social traffic and conversions (in the last 12 months).
Usability.
These traffic and conversion numbers should be in your analysis to create a complete picture.
This can be time consuming, so focus on the most important pages to sort the data most important to you first.
You will soon see how much to do!
Below some elements it is seen that the thing is wrong:
Pages where the target or public is not clear. If you don’t even know who wrote a page and what you wanted to accomplish with it, how can you expect its content to turn out well?
Pages optimized for too many keywords. These pages run in circles. Also, pages that are not optimized for keywords. These hardly ever rank high!
Pages that are hyper-optimized to the point where people can read them with the buzz. Oh
Go ahead and fill out the Excel spreadsheet so you can be absolutely clear about the role each page plays on your site and how it runs.
Step 3: Optimize the content
You have seen so far what to check. Let’s see it too:
Increase traffic through our website optimization strategy.
Increase organic traffic driven by your existing content – Integrate the right keywords and increase click-through rate (CTR).
The right keywords for the right pages
It’s almost self-evident, but let’s insist on it anyway:
If you don’t embed the right keywords on the right pages, these pages will rank poorly for those words.
But how do you do this effectively to make pages easier?
Prioritize these items:
Title – Embed your most important keywords at the beginning of your title and aim for a 30-60 character title (and 285-575 pixels).
Meta Description – Embed important keywords in the meta description. When users search for these keywords, they will appear in bold in the snippets. This makes your score more impressive, which in turn leads to more clicks. Keep the description to 70 to 155 characters (and 430 to 920 pixels).
Header H1 and Header H2 – Place important keywords in these headers.
Content – Make sure the keywords you want to rank for are in the text of your article. Even seasoned SEO experts forget this sometimes.
Internal Links to Pages – Create internal links from relevant pages on your site to that page, with important keywords as text.
Image Optimization: Don’t Forget: Images Bring Traffic Be sure to integrate keywords into your image filenames, alt tags, and title tags.
Improve CTR
Your pages rank well in organic search results, but you have a low CTR. You have already put all the necessary effort to rank, but you do not reap the essence.
Follow these best practices for higher CTRs:
Experiment with the title and meta description: Is it too long or too short? Do the keywords match well? Is it easy to read? Do they have a clear call to action?
Stand Out – Make sure you stand out from your competition. Think outside the box and use structured markup, like reviews. Google shows stars for review pages. This is an important differentiator as it makes you look different and better!
Google Suggested Quotes: Many users submit a question to Google. If your content answers this question, then Google may attempt to answer it right from the search engine results page, all the way to the top of the page.