When someone says the words “content optimization,” the mind immediately wanders to optimizing your content using related keywords and SEO strategies – however, in today’s digital era, content optimization is more than just adding the SEO element to it.
Content optimization goes far beyond adding keywords or fixing content issues like metadata. Now, updating your website content requires more precision and attention to detail. You need to focus on a lot more things than adding keywords.
Here are tips you can use to make great content.
We often hear “Content is King,” which is true; however, your content can only be king if it’s trustworthy. If your content reflects trust, only then can you expect conversions, leads, and eventually sales.
Now you’re probably wondering about what you can do to start creating trust through your content. Here are some trust-building strategies.
Content is all about wordplay; so, it makes sense to use words that are right for building trust. There are some basic words you can incorporate in your content that are the epitome of trust. For example, due to, since, accordingly, therefore, thus, etc. Of course, there are more words like guaranteed, best-selling, endorsed, official, privacy, lifetime, moneyback, discounted, proven, verify, results, etc. These are some examples of words that make your content more trustworthy for users reading it.
The intention behind your content piece should be objective; it shouldn’t be assertive or demanding.
You’re probably thinking, the reason for writing content is to make a sale, and you’re right. However, your content needs to be a perfect balance between objective and salesy. Don’t push your products and services onto your customers; in fact, offer them educational material they can gain insights from, which can help them make a better decision.
Your content needs to appear objective to users looking for information and salesy to users who are looking to buy from you.
Now, it might seem unreliable, but most users depend on what other users have to say about your products and services compared to what you have to say about it.
Users trust other users who have experience working with you and your brand. That’s where UGC plays a role. You’re probably wondering how you can incorporate user-generated content – that’s easy to get powerful and compelling testimonials.
Use customer testimonials and add trustworthy sources within your content that you know your audience trusts.
Users trust every content piece that is factual, informative, and to the point. If you write based on researched knowledge, users will find it easier to trust what you have to say.
You can only assert your knowledge in your content by stating facts, statistics, and numbers backed by people trusted by the users. Make sure whatever you write is backed by reliable sources.
One of the main reasons for content creation is matching user intent.
There is pretty much no point in publishing any content if it doesn’t serve a purpose and match a user’s intent.
User intent is identifying and categorizing what a user is looking for when they search on the internet. It’s also known as query intent – a user only searches the internet when they have a query. There are three types of user search intent; navigational, informational, and transactional.
Each query plays a specific part in the sales funnel.
When you write content, you need to ensure that it matches the query the user searches for; basically, it should address the user.
Quality-focused content is probably the most talked about because that’s what makes a difference.
The length of your content won’t have an impact as much as quality would. You could write 4000 words and get three people to read it; however, if you write 1000 words and focus on the quality, you could entice more people to read it.
Here are seven tips on the content quality checklist:
Your quality content not only attracts users it also attracts search engines and lets them know your content is readable for users.
One of the biggest challenges is establishing authority when you’re writing content because most writers fail to understand what authority is.
Here are three facts you can use to optimize your content into becoming authoritative.
You can’t establish authority overnight; the process is tedious, and it takes time. Your content needs to be in abundance, and it needs to have two qualities – deep and wide.
Your articles should be in-depth full of knowledge, and wide meaning you should produce more than just blogs for your website. Look into guest posting.
Once you have hundreds of pieces online, you’ll start establishing authority.
If you want your content to sound authoritative, you need to be an authoritative writer yourself.
How can you do that? Do in-depth research on your topic, and then start writing content. If your piece appears knowledgeable and based on facts, users will quickly realize how good you are, thus increasing your online authority.
Your content alone isn’t dependable enough for people; to become authoritative, you need to cite authoritative authors as well.
As a content producer, you should know the authoritative websites you can rely on and cite within your content.
Another way to establish authority is by increasing social shares of your content and recommending your articles that have authoritative author citations.
Gone are the days when CTAs were put there to grab more businesses; now, search engines expect them to be in a flow.
It means you need to stop using CTAs as show pieces and rather ensure they’re placed naturally, in a way that makes sense. There are higher chances of a user clicking the CTA button if the placement makes sense. Bonus point: it won’t feel forced, and the user won’t feel like you’re pushing them to click the button.
Remember when there was a time when visual content was used to attract people? Well, you’ll be surprised to hear this, but now even search engines love visual aid.
It certainly doesn’t mean the search engines like looking at it; however, it does mean search engine bots locate content with visual aids like images and videos in the content and boost the organic ranking.
The search algorithm crawls blogs and content pieces for language and visual aid. It ranks the piece higher if it is easy to understand and has high-quality graphics. To search engines, that means users will enjoy reading the content piece.
At the start of the blog, you read how SEO isn’t the only thing that matters when it comes to content optimization, but that doesn’t mean you should disregard it completely.
The SEO strategies to optimize content change on a daily basis and content has evolved with them. There was a time when people believed “the longer the content, the higher chances of it ranking on search engines,” but that has changed.
Now, your content can be 4000 words, but if it’s not to the point, then it will never rank. Search engines look for quality over quantity.
The next SEO strategy is thinking about your targeted keyword. Map out your content around the targeted keyword to ensure maximum assurance that search engines will find your piece.
Backlinking is another strategy most SEO specialists tend to ignore. Remember, the more backlinking you do, the more chances you create for your content piece to rank on search engines.
Content optimization isn’t just about ensuring you meet SEO standards; it’s also about ensuring your content is readable for your users and visually appealing.
Your focus should be creating content with a strategy, passion, and energy; the rest will follow.