Content optimization is a key process that converts a webpage into a more attractive, useful, and actionable piece of content. An SEO expert always performs a content audit before content optimization. It starts with the first 20 pages of your website and analysis of competitor’s content that is ranking in the search results.
For content optimization, firstly, titles are converted into accurate descriptions. Secondly, LSI and secondary keywords are placed in the content. Thirdly, Readability is enhanced through intelligent editing, along with the inception of useful hooks. Fourthly, the use of content is increased, along with more depth.
Fifthly, a TL; DR version of content is placed on pages. Sixthly, if there is data on pages, then its snippets are added for Google answers. Seventhly, visual and rich media is added to the content where possible. Eighthly, outbound links are created in the content that leads towards authority websites. Ninthly, internal links are placed for user-friendly navigation. Tenthly, accessibility of the content is increased by changing the site map and structure.
The last thing is to increase the dwell time by embedding calls to actions and conversion tactics. That also reduces the bounce rate.
Internal Links Optimization & Website Architecture
Internal links and website architecture hold grave importance for SEO marketing and Google SEO. Therefore, your website must be designed both for the best user experience and search engine experience. For achieving that, there are a few principles that you need to employ.
Firstly, your website must not make the user think about anything while navigating through pages. If the website structure confuses the user, then you must simplify it. Secondly, every page can be accessed through minimum clicks. Thirdly, the navigation format must be consistent. Fourthly, your website must follow industry standards of authority websites in your niche. Fifthly, every page must have a unique URL.
For internal links optimization, you must adhere to three principles. Firstly, internal links must be placed with complete relevancy. Secondly, you must not use internal links through keyword stuffing. Thirdly, your internal links must adhere to your robust site map.
Solving Technical Errors on a Website
A key part of the website business is website optimization that requires to solve every technical error. However, there are more than 20 common errors that can occur.
The most common error that makes a website utterly unprofessional is a spelling error. For that, you need to proofread website copy or hire an editor.
Broken links are another frequently occurring error that makes navigation spoiled for the user. You can use a free or premium tool to fix all broken links on your website.
Outdated copyright is also a technical error that is common on the internet. It degrades the credibility of the website. That’s why you must update copyrights of your content every year.
Website content requires visual aid for engagement. However, due to any reason, your images can be broken. To fix that, you need to use a better content management system.
Non-friendly URLs hinders the user experience. So, you must inspect all URLs of your website and convert them into simplistic ones. It will help your visitors.
Canonicalization is also a big hurdle for your users. It happens when the user comes to your website from different paths. So, you must check all pathways of your website and keep them running.
If your website has thousands of pages, then you may face the duplicate content problem. It will degrade the rank of your website in search results. So, you must remove all duplicate pages from your website. There are tools available for this job.
The slow loading of pages increases the bounce rate. That’s why you need to fix it rapidly. For that, you can use tools to find out actual loading speed and these tools can also fix it.
Non-form validation forbids users from registration and data delivery. To fix this error, you need to update your content management system with a form validation plugin.
Browser specific errors are also frequently happening errors. So, you must check your website on different browsers, such as Mozilla, Chrome, Safari, and more. If your website is producing errors on any particular browser, then you must inspect the error and resolve it with the help of the required tool.
Local SEO is the process of optimizing your business website for local search results. When you optimize your website for local search results, then your name, address, phone number, and the website appear in all search results performed by people in your area. For that, you also need to claim your business in search engines. Google has Google my business and Bing has Bing places.
To perform optimum Local SEO, you need a few things, such as area name optimized in your website pages and citations in search engine results. Moreover, you also need to optimize keywords that are related to your business in that area. For example, if you are a graphic designing company, then you need to put “graphic designing companies near me” or similar keywords in your website content.
Local SEO enables you to be present in front of your customers in search engine results. Generally, your business also appears on the Google maps and all business lists of the search engine. That’s why it also brings you customers that can reach you physically as well as virtually.
Competitors and their Research
SEO optimization is pretty much based on competitor analysis. It’s because your website has to beat them in search engine ranks in order to succeed. That’s why every SEO expert starts with researching competitors.
In order to perform complete research on your competitors, you need to know their keywords, content quality, value addition, user reviews, social media outreach and following, products and services, and their shortcomings. All this research can be done by visiting their website, taking notes, finding gaps, and knowing opportunities.
When your research is completed, then you can devise a comprehensive SEO strategy and content strategy that can beat the competition and grab majority traffic. If you do not know about your competition, then choose a keyword that you want to rank.
After that, search it in the search engine. All results on the first page will be your competitors. It will provide you with a way to beat them if you research deep enough.
Schema markup is required for websites because it tells the search engine about what your data means. Your website can have all types of content, such as articles, products, lists, reviews, service descriptions, tables, charts, and many more. Schema markup takes data from them and provides it to the search engine. So, it can display it in search results for the convenience of the user.
Schema optimization is an advanced-level practice in SEO that requires the use of code and database. There are ten types of schema markups: organization schema markup, person market schema markup, local business schema markup, product & offer schema markup, breadcrumbs schema markup, article schema markup, video schema markup, event schema markup, recipe schema markup, and rating schema markup.
Schema.org and Google structure data markup helper are two tools that can create schema markups for your content. Schema optimization is necessary if you have products and services on your website.
Off Page and Link Building
SEO marketing requires both on-page efforts and off-page activities. In fact, off-page SEO creates more credibility for a website in search engine algorithms. Off-page SEO requires link building outside of your website that enables you to get more ranking, more exposure, and better page rank.
There are many off-page factors that determine your page ranks, such as the number of linked domains, the number of linked pages, page rank of linked pages, link relevancy, the authority of the linked domain, number of links related to homepages, the ratio of do-follow links to no-follow links, diversity of links, contextual links, and link anchor.
Off-page SEO optimization requires manual work, and it also involves comments posting with links, social media posts with links, guest posts with links, directory registration of content, and many more things.
If you do not perform off-page SEO, then you cannot compete in a highly saturated virtual market. In fact, link building provides you with virtual assets that help you gain authority, credibility, ranking, and visibility. As a result, you get traffic and conversion.
Keyword Research and its Importance in SEO
Keyword research is the backbone of every SEO strategy. All success depends upon discovering keywords and optimizing them into the content, along with off-page SEO tactics.
In fact, keywords are actual terms typed by real people in the search engine box. That’s why if you have a website optimized with keywords that have high search volume, then you will never run out of traffic. Ultimately, it drives conversion to your cause.
Keyword research starts with research tools. Every SEO expert keeps notes of high-volume keywords, along with all its versions. Then, the SEO strategy is devised accordingly.
There are plenty of ways to find keywords, such as research tools, competitor’s analysis, seasonal keywords, and regional keywords.
The compilation of all keyword research into an excel sheet provides all the answers to your content strategist. After that, it is easy to create content around keywords and rank them in search engines. If you do not know the right keywords, then your SEO strategy can fail all the time. That’s why an accurate analysis of keywords determines your success in the online world.
Page Title and Meta Description in SEO
The page title and meta description are two singular parts of the HTML code of your webpage that are required for SEO optimization. These come useful for search engines and users.
A page title or meta title tag is a singular line description of your page that represents the content on the page. When you search a query, then search engines show the title at the top of the search result. The rule of thumb to create a title tag is to keep it concise and short. 70 characters are the conventional limit for a page title. If you use more than that, then the search engine will not display your full text. Moreover, it’s better to use keywords in your page title. Due to this, the search engine will crawl your page better and index your page better.
The meta description is a short description that is shown under the title in search results. It must be unique, concise, and explanatory. Using unique keywords in the meta description is mandatory. Otherwise, you will not get ranking or visitors will be confused.
The best length for the meta description is between 21 words to 30 words. If characters exceed then the specific part doesn’t appear in search. For best SEO practices, you must use your primary keyword in the page title and meta description.
Some rules of thumb need to be mentioned for getting the right optimization of the content and web pages. Firstly, content should be fairly readable and must not contain hard to read and ultra-complex language. Secondly, the main keyword must be placed in the tile in a catchy form that must capture the attention of the reader. Thirdly, the first paragraph of the content must include the main keyword. Fourthly, one subheading must also include the main keyword. All relevant keywords need to be placed naturally. There must not be any keyword stuffing.
Last but not least, some subheads must include secondary keywords. Seventhly, LSI keywords must be placed in the middle or bottom of the content. Eighthly, the image ALT name must include the main keyword. Ninthly, meta description must include the main keyword. Finally, if the content includes visual media, then its name must include the main keyword.