Tips for Onsite Content Optimization With a Human Touch

Why Optimize Your Website Content for SEO? Put simply, by optimizing the very signals that communicate your website's purpose, you send Google a clear message of what your site is all about. Though Google and other search engines can be surprisingly accurate, search engine crawlers don't evaluate your site in the same way that a human does, so optimization is also about including the correct coding and keywords: focusing on the meta title, creating a good description that invites people to your site, adding headers that make sense, and writing content that accurately describes what it is you do. There are various scientific ways to carry out keyword research, but the basic premise is this: Make a list of relevant keywords and record the search volume for each one. The H1s and H2s on the page should make sense, as they are the titles and subtitles within the content. When going through the meta tags and page content for the various pages, ask yourself over and over: Does that make sense? Your website needs to instill trust in the reader, and mistakes simply have no place on a professional website. Or you may be writing naturally, and, without meaning to, there are those keywords listed over and over again. With all that in mind, it's time to optimize your website! You may be amazed how much more strategic your thought process becomes when it is time to add new pages to your site or to analyze keyword rankings.

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What drives your website content strategy?

It’s simple enough to set up a site based on what you think it should be about and how it should look, but optimizing it for SEO is a whole different ballgame.

Why Optimize Your Website Content for SEO?

Put simply, by optimizing the very signals that communicate your website’s purpose, you send Google a clear message of what your site is all about.

Though Google and other search engines can be surprisingly accurate, search engine crawlers don’t evaluate your site in the same way that a human does, so optimization is also about including the correct coding and keywords: focusing on the meta title, creating a good description that invites people to your site, adding headers that make sense, and writing content that accurately describes what it is you do.

In aggregate, those small modifications can improve not only the site’s performance in organic search results but also the user experience.

All that’s on the surface. But, really, even basic onsite content optimization involves much more.

Keyword Research

We know that keyword research is important to determine what people are searching for that could potentially lead them to your website. Creating a good list is essential. You will refer to that list (editing it over time) to know how to best optimize each section of your site.

Keyword research isn’t rocket science, but you do need to get it right. Aside from Google Analytics, tools like SEMRush can be helpful to see which terms generate traffic and which ones are generating buzz in your industry. It’s a chance to brainstorm, pop in words, and see what makes sense in the online world. You’ll also develop an understanding of how people search for you or your product—which words and phrases resonate with them.

There are various scientific ways to carry out keyword research, but the basic premise is this: Make a list of relevant keywords and record the search volume for each one. You can then narrow down your list, and, finally, using your good judgment, assign one or two keywords to each category on your website.

Also, check out your competitors. If a competitor is ranking for a certain keyword you’d like to go after, determine whether their onsite content is helping their cause. You can check the page source to see what they are using for their meta titles and H (header) tags, but even just a quick hover over their meta titles can show you what they are targeting on each page, and whether they are optimizing their page content strategically.

Writing for Humans

Google recommends writing and basing “your optimization decisions…

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