How To Optimize Your Website Content In 2020
by Tulip Turner
Search algorithms are constantly changing, and it can be tough trying to keep up with all the different elements.
If you’re looking for ways of maximizing your website’s search engine performance in 2020, one of the things you can do is to optimize your website’s content.
Each day, more than 2 million posts get published by WordPress users alone, which means every second, 24 blog posts come out.
These kinds of numbers make it kind of hard for your posts to stand out from tons of content published on the web from WordPress and other platforms combined.
Content optimization is one of the most important steps you can take besides writing your content. After all, there’s no point in creating useful content for your target audience if they won’t be able to find it. Right?
What Is Content Optimization?
Content optimization is a technique used to make content more appealing to search engines and human searchers by updating and adjusting the coding and on-page copy.
Previously, search engines used to reward content that was rich in keywords with top rankings, but this isn’t necessarily the case anymore.
Today though, search engines are focusing more on providing searchers with the best website content, which is why they’re considering more than just word count and keyword density.
For example, every second, Google processes more than 60,000 search queries and makes thousands of algorithm updates behind the scenes every year.
The challenge with this is that your content may be search friendly today, but stale and outdated the next. This means your content optimization efforts have to be aligned with the most recent changes, making it an ongoing process for website owners.
Website content optimization involves a lot more than spreading your keywords a specific number of times on every page.
It’s more about providing organized, well-written, relevant, useful content that’s social-ready for website users while ensuring the right elements are optimized.
1. Quality Content
Delivering quality content is the starting point for any successful online SEO efforts, and a great way of making your site stand out from the crowd.
Coming up with such content isn’t easy because you have to be a really good teacher, but you don’t have to start from the ground up. You can ride off existing content from others and make it longer, better, and more in-depth.
If you have your own ideas though, you can brainstorm ideas and craft more compelling headlines to begin with. Be sure to include all the critical ingredients of quality content in your post, whether you’re a newbie or not.
Quality content helps improve CTRs (click-through rates) as consumers can identify whether the writing is relevant and high quality. It also improves average time on page and reduces bounce rate.
2. Featured Snippets
Featured snippets are becoming more prominent on Google and other search engines. They’re basically short experts of text that search engines feature at the top of search results, and they’re used to answer questions simply without extensive explanations.
This impacts your content optimization efforts because it reduces website traffic as consumers don’t need to click on links anymore just to get answers.
They simply ask the question on the search engine, and they get a quick answer from one of the top search results.
Sometimes it’s read out loud, which eliminates the need to click on the link or even glance at the results.
To increase the odds of your site being the featured snippet, produce high-quality content and write it in a question-answer format. If you have a developer, ask him/her to structure your data so that it can be read by the search engines.
3. Structured Data
This is the way your data is structured or organized in your website. It breaks down information on your website into data in a spreadsheet-format, which search engine crawlers can read and understand easily.
It’s important to store your site’s SEO-relevant data in a structured and organized way, otherwise you may miss out on connecting with many customers that find you via traditional search engines.
You can also follow the recommendations on Schema.org to ensure your data is properly and correctly structured.
4. Mobile Performance
Search engines like Google penalize websites whose content isn’t optimized for mobile devices, using artificial intelligence that drops your site’s ranking if the loading time or experience on mobile is slow and poor respectively.
To resolve this, remove interstitials such as poor layout, pop-ups, and other annoying features, which make your content less accessible to visitors, and prevents them from reading the main text immediately.
Focus on optimizing your mobile site across different devices to increase download speeds. Have a responsive website design.
Using PWAs (progressive web apps) that offer mobile app-like user experience for slower mobile networks is a great idea too. These can be linked to traditional websites and also work on any browser.
5. Target Audiences By Voice Search
Voice search is important for businesses with a local customer base. Today, there are many voice-activated assistants, like Siri and others, which have transformed consumer interactions with their gadgets.
Consumers are using it already to find local businesses like contractors, restaurants, and others, which is why firms focused on customer service will benefit from an SEO strategy that’s voice search-focused.
You can leverage on this trend by using more conversational keyword phrases in your content, and creating informational content like instructionals and guides.
Write content that describes services, directions, and sales and make voice search easier for your customers.
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