When talking about “content optimization,” the most normal thing to say is think about SEO. However, although SEO optimization is important for positioning content, it must be optimized for end users, who are flesh and blood people, rather than for search engine robots.
To optimize content correctly, it is necessary to go beyond SEO and think about the needs of the end user, who will be the one who will or will not consume the article.
In short, content optimization is the method with which we make sure that the texts, images or videos have the right maximum chance of reaching your target audience. This process is important for the content to remain for a long time among the first positions in Google, being able to withstand the challenge of newer content.
Next, let’s see how we can optimize content in a simple way so that it ranks better:
-Keywords: Keywords are the basis for the success of any article or video, as they are what will catch the readers’ attention. These terms should not only be attractive, but should cover a specific topic in its entirety. The research should go beyond the titles or the word to be used in the URL, you have to look for words, questions and phrases that users use when searching for information on the topic. In this sense, semantically related keywords are very important for this type of searches, as they cover terms that could escape our radar and represent completely different search intentions, but are still related to our topic.
-Explain a topic in depth: To position in search engines, the content must be as complete as possible. To do this, it is necessary to carry out a previous research with which we can understand all aspects of the topic and, at the same time, find out what are the most common questions that users ask about a particular topic. Covering a topic in depth does not mean that we make longer contents. On the contrary, it is possible to break down a large topic into several contents, so that users can consume them more easily.
-Adding visual elements: Visual elements within a text increase user engagement, this means that visitors will pay more attention to what you have to say. Also, articles with embedded images or videos get more traffic.
-Update content: Many professionals make the mistake of publishing a piece of content and forgetting about it forever. It is important to review content, especially when you run the risk of it becoming outdated. In this sense, it is advisable to update any old information, modify the titles to show the update and also expand the information if possible.
-Linkbuilding: When updating content, we should look for opportunities to create new backlinks. For example, looking for content that has linked to articles similar to ours and sending them an email to explain that our content is more up to date. Another way to get backlinks is by sharing our content on social networks and encouraging users to share it as well, social traffic is one of the best ways to get visibility and, therefore, also to gain links.
-Calls to action: Calls to action are one of the most important part of the content, so we must ensure that they are well positioned within the content, as well as well designed and aligned with the objective we have at all times.