Tips to Improve the Content SEO of Your Website
Optimising content on a website is THE biggest deal when it comes to SEO. It is not just about the copy – keywords, backlinks, visual elements, fixing duplicate content, and a host of other factors go into creating optimised content. If your awesome copy is not getting the traffic and conversions it deserves, you probably need to fix the content SEO health of your website.
If you just thought how can I improve content SEO, you’ve landed at the right place. Our SEO experts at Perth do that everyday for our clients. Here are some tips –
And it’s not just about keywords. Getting the content to match the relevance of the page and the overall idea of the website is important. Your web copy should be engaging, provide solutions and valuable information to your target customer. Write for the customer, address real issues. This will help you build a store of valuable information that customers will make a beeline for. The more the traffic, the more inclined search engines will be to consider you as an authority, which directly translates to higher rankings.
And, the next time the customer needs a service or makes a purchase, guess who they will turn to? You!
How to make your copy more interesting? Here are a few tips-
- Understand the customer base – Are your customers business owners in suits? Or fun-loving college students? Sport enthusiasts? Medical practices? Every type of customer will enjoy the tone and information that they can most identify with. It is essential to find your buyer personas and structure your content around them.
- Understand the type of page – A webpage has a different purpose to a blog post. A landing page’s purpose is to build leads or get conversions. The content length and tone should be suitable for the type of page. For example, a landing page should be laser focussed on converting a visitor into a lead rather than providing information like a blog post.
- CTA – A user lands on your site but bounces off without taking action. We have seen that happen with many clients. It is necessary to guide and prompt a visitor to take the next step. Ensure that you have good, concise Call-to-action buttons at appropriate places.
- Use Images and Videos – A picture speaks more than a thousand words. Make your content interesting with appropriate and relevant images and infographics. Videos are also a great way of making your content more interesting. While at it, you may want to check if you need to use lazy load for images to speed up your site.
Get Your Keywords in Order
- Keyword Cannibalisation – This refers to the situation where there is more than one content on your website with a similar topic and the same keyword. Such articles can end up competing with one another in the search results, affecting the rankings of each page. Solve this issue by combining similar articles and creating original content for each page.
- Keyword Research – Updating keyword constantly is essential to stay in the game. Keeping your content up in the ranks means keeping the keywords up to date. A keyword that was once relevant may now have fallen out of usage or popularity. Using the right keyword and updating it for relevance is critical to improving the content SEO fitness.
Keep Your Content Fresh
- Duplicate Content – Duplicate content is similar content that appears on multiple URLs. As your website grows and a lot of content gets in, there can be chances of duplicate content. This can confuse Google on which page to rank and can lead to low rankings for each page. Check our article on duplicate content to know more about fixing it.
- Stale or Underperforming Content – Content can go out of relevance as trends change in your industry. You may also notice that some pages or posts are not bringing in the desired traffic. Republishing such pages can help to boost the performance of such pages. Ensure that you update the page with new trends or make it more engaging before you republish.
- Outdated Events – Some content can get outdated on a website, like event posters, coupons, announcements. Delete these pages as soon as they become irrelevant or redirect them to current pages.
Ensure Strong Internal Linking
Internal linking is a crucial aspect of the SEO game. It determines the structure of your website. It helps search engines determine what the most important pages are.
- Linking Contextually – Links should be organically placed – a link should be placed in a relevant context, making the reader want to read more on the particular topic by clicking the link. Search engines also consider contextual linking while ranking pages. So, avoid stuffing links just to increase the number of links.
- Linking to Cornerstone Articles – Internal linking allows the search engine to determine the importance of a page. So, the articles that truly represent your website, the cornerstone article or the evergreen article, as they are called, are the ones that require the greatest number of internal links. This way, a lot of other pages will point towards this article, making them seem important to search engines.
- Orphaned Content – An orphaned content is an article or page with little or no links pointing towards it. The lack of links also naturally serves as an indicator of the page’s relevance to other pages on the website. You will need to decide whether to delete such pages or revamp their content with more internal links.
Optimise Content for Mobile
And finally, Don’t Forget to Promote your Content
You work hard and have some fabulous web content – what next? Promote it! Social Media is a great platform for SMBs to promote their content and business. There are greater chances of your content being shared on social platforms. Also, ensure that the social icons are placed prominently on pages and blog posts on your website.
CTA – An image or text that prompts website visitors to take action – to interact further with the page. Examples – Learn more, Subscribe now, Buy now etc.
Backlinks – Or inbound links are when other websites link to your webpage or post.
Landing page – is a page that a visitor lands on after clicking a link from mostly an ad or promotion. It can be considered a lead capturing page where you request customer info in exchange for an offer.
Lazy Loading – the differential loading of page elements as they become visible on scrolling. This means only visible elements of a page load.