How to Optimize Your Current Content
Every time a person types a question into Google, the behind the scenes action that leads to millions of results is an opportunity for you to beat out your competitors. Effective Search Engine Optimization is centered around the strategic use of content to engage Google’s crawlers and present your company, product, or copy as an answer to a searcher’s query. The trick is to make sure Google can see that your product or service is a better fit to answer someone’s question than your competitor’s. You can do this by writing search engine optimized content.
Search Engine Optimization relies on effective content marketing within your website. This requires not only making consistent additions to your website, but it also means making sure that your current content is effectively optimized for Google’s understanding. This article will touch on technical strategies businesses can use to optimize the content that they currently have on their site and how to optimize your website effectively for maximum Google success.
How to Evaluate Your Current Web Content for SEO
Before making any changes, you’ll want to know what content is currently providing you with the most value and evaluate what that tells you about your audience. You can do this by following these steps:
- Run a content audit. It’s important that first and foremost, you see what you have to work with! Look at all your content and see what’s being underutilized, what needs to be updated, and what’s working well.
- Examine your current backlink profile. If an external site is linking back to your piece as a source, it shows that your content is answering questions that other companies are getting as well. This tells you that it’s a valuable article that warrants a place on your site. In addition, a backlink to your website provides link equity that helps give you more credibility with Google. You’ll want to make sure that you not only maintain those articles for your audience but that you also keep those backlinks alive and well.
- Evaluate your current audience and user intent for your target queries. When you’re looking at which content is providing you with the most value, it’s important that you know what your audience is looking for. A person googling “running shoes” is likely not looking for a complete history of athletic footwear. It’s far more likely that they’re looking for a vendor that sells running shoes. Meanwhile, a person searching for “SEO” is much more likely to be looking for an article titled “What is Search Engine Optimization” rather than a service. The intent behind these searches can be subtle, but it’s very useful to businesses to know what kind of questions people are asking vs. what kind of product and service pages people are looking for.
- Look at the keywords your site currently ranks for. If you have an article called “What is Content Marketing” but it doesn’t rank for any relevant keywords, there are improvements that need to be made to target some achievable, relevant keywords with that copy.
- Do some recon on your main competitors. Looking at what your competitors are posting will give you insight into what they have determined as valuable, as well as any content gaps that they have left on their sites. Topics that are valuable to them can also be valuable to you, especially if you create a better article. Additionally, if you notice that they do not address a common question or concern, it gives you an opportunity to do so.
How to Optimize Your Website for SEO
Here’s where we really dig into how to optimize your website for Google. This takes a combination of smart content marketing strategies and effective optimization practices. You can incorporate these into your strategy by doing the following:
- Focus on high quality, in-depth content. First and foremost, remember that Google is trying to provide the best answers to their questions. Before you get too deep into the idea of making your text readable for Google, remember that Google is always updating their algorithm so that they can pull better results for their users. So the best thing you can possibly do is write really good copy to answer questions. Then, you can focus on Google!
- Identify problem areas that give you the opportunity to answer industry questions. To write great content, you’ll need to know what people are looking for! As an expert in your industry, you have a unique insight into common questions and pain points. Use your expertise to come up with articles that will address those pain points for your customers.
- Diversify your offerings, including polls, quizzes, infographics/visuals, and videos. Don’t be afraid to go beyond the standard blog post! Try something different and see how it goes. You never know when you might stumble onto a format that works really well for your site visitors.
- Identify opportunities for link building. If there are sites that would find a particular piece valuable, you might be able to write an article that adds value to your site but could also be featured or referenced on another site. This builds up your site’s reliability with Google and shows that you’re a better source than your competitors.
- Optimize your headlines and keyword targeting. Once you’ve identified keywords that would be valuable to your site, you can look at your current copy to see what kind of related keywords you can work into your headings and articles. That will get you on the road to start ranking for your relevant industry keywords.
- Check your images for alt-text. Every image on your site should include a description and keyword that tells Google what the image is. Google’s crawlers can’t evaluate images without alt-text and it’s an easy way to boost your optimization.
How to Write SEO Content
Optimizing your current copy is all well and good, but you’ll need to continually create new and relevant text to truly write for SEO marketing. These are the main factors to keep in mind as you continue to write SEO content for your website:
- Research target keywords. Keep looking for the latest search terms and keywords related to your industry.
- Identify content gaps in your industry. Then write to fill them.
- Investigate additional formatting. New options for content formats are always cropping up. Don’t be afraid to use them.
- Focus on your audience. Keep them in mind with everything you write, and ask yourself “How does this help my audience?”.
- Monitor your engagement levels. When you see that one article does better than another, that tells you what kind of questions people are more concerned about and how you can present your company as a solution to their problems.
Content creation and search engine optimization go hand in hand with your business’s overall success online. Employing best practices for content marketing and SEO will ensure that your hard work doesn’t go to waste the moment Google’s crawlers are evaluating your work. If you’re wondering how to effectively re-optimize your current work in 2020 contact us here! We’d love to dig into your site and make some recommendations.
Meet Andrea Lechner-Becker
Andrea Lechner-Becker’s bio reads like someone who filled out a what-should-I-be-when-I-grow-up quiz and decided to try every option. Fueled by endless curiosity, Andrea has never met a problem she didn’t want to solve. This led her to managing sales and marketing at an art gallery, then loyalty and email marketing strategy for an NBA team and arena, then the delivery team at LeadMD, followed by a stint as a novelist and culminating with her current role as CMO of LeadMD. With a decade of experience in dynamic marketing roles, Andrea has had the opportunity to work with the most brilliant marketing minds at the best companies in the world. #hugemarketingdork