posted on October 3th, 2012

Content Optimization: Increase Your Search Engine Visibility

BY Jason Howard in Content-Marketing ,

Every piece of content you create should aim to solve a specific problem or meet a certain need that people want to find solutions for. One way to help Google and other search engines index your content appropriately, and to make it easy for target audience to find the information is by optimizing it.

What is Content Optimization?

Content optimization is the act of modifying content with relevant keywords so that Google, Yahoo, Bing and other search engines can index the information correctly. This makes it easier for prospective clients to find you on search engine result pages (SERPs).  In other words, it is simply a way of informing Google and other search engines what your content is about.

There are specific sections of content that need to be optimized before Google and other search engines can index it correctly. Below are four areas of your content that you should focus on optimizing.

1. Keyword Usage

The first and most important thing to do to optimize a web page is the use of keywords in the content. Ideally, your content is designed to provide specific information about a topic. How will Google be able to rank it appropriately? In other words, how will it be ranked based on the keywords you want it to be known for? This is where keyword usage becomes crucial. You will need to conduct thorough keyword research before creating the content. This can be accomplished in several ways. A few of them include using a keyword tool, such as Google Adwords: Keyword Tool, to find relevant keywords and see the keywords your competition is using, perusing forums and social media sites with information relevant to your industry to see what they are talking about, or simply by typing relevant terms into the Google search bar to see what variations of those terms your visitors are searching for.

The content must be helpful, informative and practical in order to win the loyalty of your target audience. To integrate the researched keywords in the information, target the following areas: the URL, ( page), the headline, the first paragraph, the main body or middle, and in the last paragraph. If you include an image, use the keyword as the name of the image. Also, make sure your keywords appear natural in the content. Otherwise, it will be blacklisted by Google and other search engines.

2. Title Tags

A title tag is a piece of meta information that is needed for every web document. It is also the headline of a web page, explaining the summary of its main content. When you do a search for information on Google, the clickable links – headlines – that are listed on result pages are called title tags. Every headline tag is linked to a specific web page. To make your content rank for the specific information it is created for, and to make it easy for target audience to find it, you must include relevant keywords in the title tags.

Google will use it to rank the content properly. Because of the hundreds of web pages listed on search results, a title tag must be specific, keyword-laden and enticing enough to draw the attention of potential customers. Besides search result pages, a title tag is also the first element of content that people see on various distribution channels. So it must be compelling and persuasive enough to improve click-through rate. A headline tag should not be more than 70 characters long, or else Google will not display it all on search results, and this can confuse prospective clients about the main concept of the content.

3. Meta Description

A meta description is a brief explanation of what a web page is about. It is about 160 characters long and is normally displayed on search result pages below the title tag. Also, it is displayed on social media and bookmarking platforms with a link back to a website. When you do a search on Google, the description of a web page that appears below a title tag is the meta description. It has little effect on SEO but can be very useful for driving organic traffic to a website. In addition to the headline tag, a compelling meta description that evokes emotion will motivate prospective clients to click through to the main site to consume the rest of the content.

Numerous title tags and meta descriptions show up on search result pages for various keywords people use for seeking information on Google. To stand out from the crowd, write a persuasive meta description that appeals to your audience, and that will encourage them to click through to the main content to find out how it can help them solve their problem.

To achieve this, write a quick summary of the content, explaining the benefits and how it can help the target reader, with a gentle call to action at the end. All this must be no more than 160 characters. This is what Google deems ideal for a meta description. Google and other search engines bold keyword phrases on search result pages. So it is very important that you incorporate relevant keywords in the description.

Three Short Tips for Writing Persuasive Meta Descriptions

  • Use relevant and specific descriptions. Give a concise summary of the core message in the web page or content. This must be compelling enough to motivate readers to click through to the main page. Don’t forget to embed relevant keywords in the description.
  • Provide a gentle call to action. One thing that will encourage readers to consume your content when they come across it on search result pages is the benefit they will get when they click through to the main page. Give them a glimpse of this in the description. For example, this could be something like: Discover How to Save Time and Increase Productivity with … (your product or service). Or, Find Out How to Work Less and Make More Money with … (your brand).
  • On some content distribution channels, you will be asked to give a brief description of your content. Use relevant keywords in this situation, too.

4. Link Building

This is one of the standards Google uses for ranking websites and web pages. The more links a web site or page has, the higher it will rank on search result pages. You can link content together within your website (on-page optimization), and from various sources (off-page optimization). Besides linking to the main domain, building links to various content pages on your site will enhance its SEO greatly. Each web page with lots of back links to it will rank higher on search engine result pages (SERPs) than those with few or nothing at all.

To rank every piece of content you create properly on search engines, and to make it easy for potential clients to find the information on search results, it is imperative to optimize the information for correct indexing by Google and other search engines. Following the above tips and advice will help your content rank well on search results, and drive organic traffic to your website.

Do you need help creating an effective content strategy or optimizing your content for increased visibility on the web? Contact us to find out how Cynexis SEO experts and internet marketing specialists can deliver measurable results that will grow your business.


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