Make the Most Out of Your SERP: Content Optimization, a Key in the Last Quarter of the Year

Another marketing strategy that is worth sharing and very timely is content optimization.   Content Optimization is using the best possible way out of the many and determined ways for a blog or article to gradually rank higher if not the highest. Some competitive bloggers, influencers and authors whose content ranks highest, are never complacent.   Ranking highest in Google search does not stop there. The goal is to remain in the seat and grow its numbers.   Competition is high in the world of search engine. That is why more and more people worldwide are becoming nosy to learn the skill. Hence, it is not easy. There are hundreds of Google algorithms that change yearly which SEO analysts continuously figure out with different permutations through using SEO tools and other techniques.   Below are simplified questions and answers about Content Optimization.     What do we optimize?     To those who are new in the game and still trying to decipher what this is all about, below are two elements of what they call On-Page SEO that you have control over with:  

  1. Content
  This blog’s focus is optimizing old or published content which authors and marketers think still has the potential to rank higher in Google search.   The advantages of optimizing what you think are seemingly good published content over posting a new one are:
  • The blog or article is already up and running.
  • They are easier to make improvements on
  • You can save new contents for future publications.
    What can be done for contents or pages that do not contribute?   Analyse if the content’s presence is relevant, can be improved and useful. If not, it can be eliminated to save website space and maintain relevancy of contents. Same goes to web pages that do not give value anymore and are not worthy to be kept unless the page presence is of legal objective. Eliminating them would avoid google crawlers identify unnecessary information on the website.  
  1. Code
  Code refers to your content’s Page Title, Meta Description and URL (Uniform Resource Locator). These are what a snippet is composed of. A snippet plays a major role as it is the first to appear on SERP. Its click-through-rate matters so the main idea of the content shall be answerable to their search maximizing required minimum number of characters.   Wordpress is a common tool to improve page title while Yoast is highly recommended to come up with good snippets. The use of keywords is important. The allowable number of characters in the snippet should be maximized. Try to be as unique as possible with your description to avoid duplication.   Address or URL, on the other hand, is generated by default based on the page title and heading. That is why well-composed page title and heading are important. The URL affects search engine ranking.     Why do we need to optimize?   This question boils down to the importance or role of content marketing strategy in your business. “Content is King” as what Bill Gates predicted two decades ago. True enough that content is the most effective strategy to increase the popularity of a brand or service. Publishing quality content increases your website and social media traffic. If perfectly written or presented creatively would attract quality leads or paying customers that will bring a positive impact to your sales.   For helpful suggestions on how to leverage your content marketing strategy click here https://www.linkedin.com/pulse/15-helpful-suggestions-leverage-your-content-marketing-mishra/     How do we improve content using SEO tool?    The chosen published content should be reviewed if its topic is still worth the users’ engagement. Relevancy and usefulness of information shall be top considerations.  
  1. Using your preferred SEO tool, search your blog’s current rank to identify opportunities. Analyse your previous positions in the ranking from date of publishment to present. Note its movements; notches higher or notches lower. Ahrefs, Semrush and Ubersuggest are frequently suggested SEO tools.
  1. Take time to read the top 10 blogs for comparison. Determine how different they are from your content or one another. Check the type of content they offer. Is their content more informative in nature? Is their content more visually appealing?
  1. Check the keyword suggestions. Top keyword suggestions should give you hints to
tweak and inject these keywords in the process of revamping your content.  
  1. Next, study your content’s statistics. Will your reformatted content able to drive value,
links or traffic? You may also consider how much time your content would have to work on to beat the current top list to be realistic. If your analysis turns out to be negative, you may consider other older blogs worth rewriting.     How do we improve content structure?    
  1. Enhance your snippets.
  Make your content page title and site description as direct and clear as possible. It should appear answerable to your search at a glance. Other snippets include blog review score to validate user experience. Readers’ review adds to the credibility of the content.    
  1. Maximize your meta description.
  As earlier stated, there are tools to check the competitiveness of your snippet in the search ranking. The most important advice here is to use the keywords to describe the very thought of your content briefly at a maximum of 320 characters.    
  1. Know and maximize the parts of your content.
  This may sound basic but a well-structured blog is more comprehensible.   First is to make a powerful headline that scores high in impression and engagement. Tools such as CoSchedule, Emotional Marketing Value, Buzz Sumo, Headline Capitalization, Sharethrough headline analyzer would help.   Next is your introduction. An introduction gives an overview of what will be discussed in your body. What would readers get out of reading the whole thing? It is what stirs the readers to read the content through. Introduction should be as interestingly sounding as the headline.   Third is the body, as the most important part of the content. It must show clarity of content through using subheadings. Each paragraph should have a minimum of 5 sentences so eyes do not tire easily. It should reflect the organized thought of the author and deliver the message as simple and direct to the point as possible.   Lastly, the summary or conclusion that shall cover very briefly the topics discussed and the importance of coming up with such content/blog. To end up engaging, you may inject recommendations, ask open-ended questions or even encourage them to comment anything relevant toward the end of the blog.    
  1. Make valuable content from the beginning until the end.
  Make your revised article or blog as rich in information as possible so it can give more signals and gain more links to Google search. Dig deeper through your thoughts and researches. Aim to rewrite its best version. Update information or statistical data, if need be. Readers hold on to contents until the finish when the answers they are looking for are directly delivered and that every statement read is relevant. Good opportunities come from well-written contents.    
  1. Make your content longer.
  Some SEO analysts say that the lengthier the article or blog, the more substantial it appears to Google. Longer contents tend to be well thought of and more reliable. Indicating very specific details and examples are great as long as the overall message is cohesive. Ideal length of content is 1000 words and beyond.    
  1. Insert more infographics, properly pace them as well.
  Images make long statements simply understood. Videos and clips, on the other hand, are entertaining. Infographics refresh the eyes from strenuous reading and explain creatively long-written articles and blogs. It also adds humour to the whole content. Properly placing them and not affecting the overall content layout should be considered.    
  1. Make your website mobile phone friendly.
  More people are using their mobile phones for quick researches and its convenience. Aside from the fact that mobile phones are handy, much of people’s time is spent on other mobile phone-related use such as communication and entertainment. So it is practical that lengthy contents should be mobile phone readable, content layout should be mobile phone friendly and most importantly page load fast as well.    
  1. Study search intent of your content.
  Not only should content be based on keyword suggestions but also the search intent of your content. Search intent is the expanded, possible options readers search for. Nowadays, long-tail keywords are used by searchers to get the exact result they need. They are usually 3 to 4 words.   Conclusion   Content optimization is a practical marketing strategy and sets a higher probability to increase SERP ranking. Making minimal improvements as listed above, it shall save time, effort and even content that can be posted in the future.   On-Page SEO or those that we are in control over with were the elements we addressed optimizing, specifically, they are content and code.   As we are in the last quarter of the year, we should exhaust all possible ways to improve content. At the end of the day, the benefits and user experience that readers get is the most important feature to keep opportunities coming.   Do you agree? If you find this article a good read, feel free to share.

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