Content Optimization Explained: 11 Strategies to Rank Higher

In order for your web pages to rank higher in search engine results, they need to be optimized for user experience, search engines, and conversions. Optimizing content for better search engine ranking is one of the most important steps of your content workflow.

You've probably heard the term "content optimization" before. But what does that mean, exactly? And how can you optimize content for SEO? In this guide, we'll look at what content optimization is, why it's important, and give you some actionable tips to boost your rankings and increase traffic.

What is content optimization?

Content optimization is the process of improving content to make it as effective as possible. It is performed using several different approaches, from improving keyword coverage and density to adding relevant links and copywriting. Optimized content satisfies search intent, has increased SERP visibility and converts better because it’s reader-centric.

Why is content optimization important?

Optimizing your pages will help them rank higher and draw in more traffic. They will convert better, helping your business increase leads and opt-ins. Well-optimized articles are also shared more often, thus reaching wider audiences and acquiring backlinks.

Without optimizing your articles, you’ll decrease your chances of traffic and conversions from your website. In a nutshell, if traffic and search engine rankings are important to you, content optimization is important to help you achieve those things.

So important in fact, we built a couple of tools at Surfer for content writers and content marketing teams to help you optimize content for SEO.

How to optimize website content in 11 actionable steps

Here are 11 tested techniques you can take to optimize the content on your website that will help you achieve higher organic traffic and search engine rankings. We’ll begin with getting the most fundamental concepts right and build from there.

1. Perform a Content audit

Before you optimize your content, it’s important to get an idea of what kind of content you have and where it stands. That’s where a content audit comes in.

A content audit analyzes all the elements on your web page. It helps you take stock of what you have, identify any gaps in your content strategy, and find ways to improve your existing content. To run a content audit on existing articles, do the following.

1. Open Surfer Audit
2. Enter the page URL and main keywords
3. Select the country, device preferences and check the Sentiment box
4. Click Create Audit

Surfer Audit will present you with a list of recommendations and fixes grouped together in different categories such as missing backlinks, internal links, terms to use, word count, etc.

Auditing your articles is a great way to begin the content optimization process and improve them. A report like this will help save you a bunch of hours you can dedicate to improving your pages.

2. Match search intent and find search volume

Identifying and then satisfying search intent is crucial because there’s no point in optimizing an article that your user doesn’t want to read. Optimizing content takes time and effort, so focus your efforts where they have the potential for maximum effect.

You can quickly identify search intent by examining the first page of your target keyword’s search results. Just type in your search query into the search bar and start analyzing the nature of queries.

When you’re optimizing an article, you may have to do this a couple of times for the target keyword and related variations.

Instead of doing this manually for every relevant keyword, identify search intent quickly and at scale by doing this:

1. Head to Surfer Keyword Research Tool
2. Enter your target keyword and country
3. Hit Create

3. Include semantically related keywords

To help search engines understand your pages, use semantically related keywords that are closely linked to the main keyword you are targeting.

To identify keywords that are conceptually related, here’s what you should do.

1. Go to Surfer’s Content Editor
2. Enter your broad-level keywords
3. Select your country and device preferences
4. Click Create Content Editor

4. Aim for Topical depth

In addition to matching search intent, your articles need to answer the search query in a comprehensive manner. Google disapproves of pages where readers return back to the SERP to continue their search because their question wasn’t answered. This means your article must provide information about different questions the reader may have within the limits of your topic.

To identify subtopics that your readers will be looking for and ensure that you always answer user queries with sufficient topical depth, perform these steps:

1. Open Surfer Content Editor
2. Enter the main keywords that your article is about
3. Select your country and device preferences
4. Click Create Content Editor

5. Make your content easy on the eye

Most people on the internet are skimming through your content, so it only makes sense for you to make your pages easy to digest. You want to break visual monotony and introduce distinct elements to convey information in an effective manner.

To make your content more scannable and visually appealing, use these formatting techniques:

• Headings and subtopics: Break up your text into sections using H2 and H3 headers.
• Use images, infographics, and videos: Including them is a good idea.
• Shorter paragraphs and text formatting: Use bullet points and lists to communicate your text, so they’re easier to skim through.
• Highlight the Call to Action: Include a clear message at the end of your blog post.

6. Perform on-page search engine optimization

Keyword placement is just as important. Here are some of the most important places to insert relevant keywords in your content:

1. Title tags
2. Headings and subheadings (H1, H2, H3)
3. Page URL
4. Body Content
5. Introduction
6. Meta descriptions
7. Anchor text

7. Help your readers (and Google) with internal links

Optimizing the links in your content is a great way to reference useful information to your readers and increase the number of pages viewed per session. Make sure the anchor text is descriptive and relevant to the page you’re linking to.

8. Optimize content for backlinks and social shares

Your content strategy should include creating content that is specifically written to acquire backlinks, also called link bait. To identify content that appeals to linking authority sites, use a tool like Ahrefs Content Explorer or search your target keyword on Google.

9. Update your content often

Outdated content can turn away customers. Your content marketing’s success partly depends on reviewing and updating your content periodically. Google loves fresh content and will often reward sites that regularly publish new content with higher search engine rankings.

10. Improve the quality of your writing

Improving the quality of your writing will enhance the reading experience and your credibility as a trusted source. Focus on making your content valuable, relevant, and engaging.

11. Plan your content ahead of time

It’s always easier to optimize content when you have an idea of what your content marketing calendar looks like. Generate a list of content ideas in your niche using the Surfer Keyword Research Tool.

Conclusion

Content optimization is an essential part of your SEO strategy that will help you rank higher, increase organic traffic and improve your overall results from search engines. Apply the strategies you’ve learned in this article to start optimizing your content today.