Website Content Optimization

Having optimized content on your website is important for two reasons: 1- your audience can engage easier and be more likely to convert and 2- the search engines use this content in their scoring algorithm.

First, it’s important to understand how a user interacts with a web page. The most common reading habits are:

  • User scans across top of the page and then left hand column.
  • User scans to see whether the content is relevant. The users looks for headlines, bold terms, and images.
  • User tends to only read the first couple words of a paragraph (to find relevance).

It’s important to grab the reader immediately and provide the content that they came to your page searching for.

How-To Optimize Headlines:

  • Tell the users what the article is about- be specific!
  • Ask a question and provide an answer, if your company targets a certain area then add your location to the question. Examples: How early should you order a wedding cake? and What are the tax brackets for Los Angeles?
  • Include keywords for search engine optimization (). Avoid keyword stuffing- use the keyword naturally.

Before you dive into body content, you’ll want to master the structure.

How-To Optimize Content Structure:

  • Use bullet points to list information.
  • Substitute text with Images, charts, SmartArt and Infographics.
  • Keep sentences around 1-2 lines.
  • Keep paragraphs around 4 sentences.
  • A page of text should contain a max of 5 straight paragraphs
  • Use optimized hyperlinks to link to external and internal webpages. A hyperlink is the text seen in lieu of an entire link.

You are now ready to tackle your website body content.

How-To Optimize Body Content:

  • Content must be original and written specifically for your website.
  • Content should be brief and to the point. Don’t babble or add fluff- keep the article focused.
  • Optimize the first sentence of every paragraph- make it concise and reflect the point of the post.
  • Use keywords throughout your text. Focus on only a couple related keywords per page.
  • Content should be considered ‘effortless reading’ meaning no big words or hard to understand phrases.
  • Include numbers/figures as they are attractive to readers. Consider using numbers in headline or first paragraph (ex: Top 10, 5 Ways to Improve, 50%)


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