Website Optimization

“Content is king” is a common phrase you will hear from content writers. In some ways, this statement is true. Having optimized content can sometimes make up for other aspects of the site that are not as strong. On the other hand, poorly written content can have a detrimental effect on a websites ability to rank.

Here are a few things to keep in mind when optimizing your website’s content:

• Keyword Usage – Every page on your website should be unique and have a specific keyword targeted. On any page, you can target a number of keywords but there should be only one primary keyword. This keyword should exist in the meta tags (title, description, keywords), as well as in the page heading and spread in the page content. If the keyword is not utilized properly, the search engines will have trouble understanding what the page is about and what type of user the website is targeting. In some cases, we have spoken with webmasters who want to rank for a specific term, except the term appears nowhere on the page.
• Don’t talk to or like a robot – While the spiders crawling your website are robots, your content should be written for human visitors to your website. Too many instances of the same keyword phrase used, grammar/spelling mistakes, large blocks of content, or content that is difficult for users to understand will lead to poor behavior metrics, which will have a lasting negative impact on the page’s ability to rank.
• Answer Questions – Google has become increasingly more adept at understanding the purpose of content of a page and connecting the right users with that content based on what the search engine believes is user intent. When creating content, it is good to keep in the back of your mind that you are answering many different questions related to the topic of the page. If you have content that answers questions, you will keep the user engaged longer, get more links pointed to that page from users that believe that your site is an authority, and possibly get into Googles knowledge graph which tends to be at the top of the search page.