Content optimization is the process by which one employs various techniques to improve the ranking and therefore visibility of websites on search engines. Considering that the internet is now viewed as one of the top marketing platforms many people/organization establish focus on establishing their presence online. One way to reach more people is by publishing more content in their websites. The downside is – bad content will reach fewer people meaning fewer prospective clients. For those who already have websites, it is advisable to optimize the content on the website rather than writing new content from scratch. Here are some ways to optimize content on your website.

1. Focus on the keywords

We cannot talk about content optimization without mentioning keywords. Conducting keyword research is vital because it will enable you come up with topics for your articles and their respective keywords. One thing you must know is you won’t have high rankings on search engines if you use a single keyword because that would mean too much competition. The secret lies in developing keyword phrases or in other words long tail keywords. Searchers on the internet are getting more specific on what they are looking for so it’s important to include unique keyword phrases all through your articles.

You need to also learn to place your keywords in strategic places if you want to boost your rankings. Optimize title tags because that they tell readers what your website is all about. You can also optimize headings in the body of an article to include the necessary keywords. Title tags provide links in search results and give a description when a link to your website is shared on social media. The meta-description should also have keyword phrases for the reader to have a glimpse of your content. Website owners need to ensure that keywords fit in the article as naturally as possible. Keyword-Stuffing in a post results in websites getting poor rankings.

2. The power of videos

A few years back content marketers believed that people were looking for written content only. The algorithms used by Google to rank websites changes regularly because they base it on various factors. Nowadays internet users prefer content with images and videos. We will look at video content. Studies indicate that YouTube has over a billion users who access it via mobile devices. A research found that it is the platform that reaches more 18-49 year olds than any other cable network in the United States. What does this tell us? Internet users are attracted to video content. This has pushed many organizations into incorporating video content as one of the ways to get to their target audiences.

It is however, important to note that not just any video will pull visitors to your website. Your videos need to be optimized in terms of distribution, content, language and even keywords. Considering the increase in number of people viewing videos online, it is vital to include videos in your site and even in platforms such as YouTube and Facebook.

3. Publish relevant content

If content optimization is one of the marketing strategies you plan to use, it is important to realize that you are publishing content for humans and not for search engines. When people type a query on a search engine they are looking for value. It could be a solution to a problem. You need to know that people are looking for and try to offer the best content for them. One way to do this is keeping up with the trends. If there is an activity or a product that has emerged in the industry, people will be looking for it. Dig for information and provide it in your website.

Establishing authority is also necessary if you’re looking toward getting more people to read your posts. You can achieve authority by constantly posting well-researched, in-depth articles in your websites. People value credibility so if your content is awesome, they will keep coming back or referring it to other people. Another way to do this is by guest blogging in other authority websites and linking to your website. Once you have established your authority in a particular industry, people will be willing to share your content. This significantly increases your rankings.

4. Develop calls-to-action

Every businessperson cherishes a moment when they make a sell. One of the main reasons for a website is to reach customers and eventually close a deal. The best way to do this is by including calls-to-action (CTAs) in the body of your text or after conclusions. A good call-to-action doesn’t have to be wordy, it should basically encourage the reader to buy a particular product without sounding too pushy. Some people include CTAs in the side bar of the website page or on the pop ups. Whatever method you use, occasional CTAs on your websites increases your conversions.

5. Quality

In content optimization, quality beats quantity. There is no need to bore readers with hundreds of poorly developed articles. You need to ensure that that the grammar is impeccable and the sentences are short and easier to read. The format of you content is also crucial, for instance, it is advisable to breakdown the body of a large article into bullet points.

If you cover a specific niche, focus on it and avoid veering off to other topics that have no value to the reader. The tone used in the article should also be conversational in order to connect with your prospective clients. People trust website which offer quality content.

All in all, content optimization is an ingenious marketing strategy for individuals or corporations who want to establish an online presence. Nowadays, many people own a Smartphone and are able to access the internet from any part of the world. Companies are shifting their focus to this online community and employ various strategies of reaching out to them and getting them to buy their products. Optimizing content in your websites is not only a way to get above your competitors but also a strategy to make conversions easily.