Talking about web content optimization has multiple connotations. Although the term is most often used to refer to SEO optimization , the truth is that this term takes into account many other variables that ultimately determine whether web content achieves its purpose or not.
In a context of increasing competition for online users' attention, at CityLocal 101 we tell you everything you need to know about web content optimization and why it's essential.
What is content optimization?
Web content optimization refers to all the processes that ensure that web content is created in the most appropriate way to fulfill its purpose and reach the right audience.
Thus, in the case of a blog post created with the intention of attracting users to a corporate website, it is considered that, to be well optimized for the web, in addition to being well written, it must be technically structured in such a way as to achieve that objective.
That is, creating engaging content and ensuring it meets all SEO requirements are two of the key actions for web content optimization.
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Why is it important to optimize website content?
Content creation remains a key lever for a company's online marketing success.
What's more, according to HubSpot figures, 90% of marketing experts plan to continue investing in their content strategy, and 66% say they will invest even more in the coming years.
This has at least one important consequence for all types of businesses seeking their place in the online world: competition is ever-increasing.
This is where website content optimization comes into play : only by following the appropriate steps and best practices outlined below can you make a difference and prevent your website and content from going unnoticed amid the flood of content being created today.
Good practices in content optimization
Ensure you're choosing the right keywords . Find out what words your target audience might be searching for and determine which ones are most relevant to you, based on your sales goals, search volume, and the competition for content with that keyword in search engines like Google.
Use secondary keywords that are semantically related to the primary keywords.
Use structures based on meta tags (H1, H2, H3, etc.) . These are HTML tags that are incorporated into web content. You don't need to know HTML code to include them. Typically, they can be inserted from the content editor by marking heading 1 for the title (heading 1 or H1); heading 2 (heading 2 or H2) for a heading that marks a section in the text; or heading 3 (heading 3 or H3) to mark subsections within each section (and so on). Meta tags, in addition to structuring the text for the reader, also help search engine robots understand what is being discussed.
Use the appropriate keyword density , always prioritizing the reading experience for users, rather than the excessive use of keywords. Although it was previously suggested that keyword density (number of times a keyword appears/total number of words in the text x 100) should be 2 or 3%, new algorithms now reward natural writing style more.
Avoid cannibalization between content: Each piece of content on your website should have a different keyword, without competing with other content on the same page.
Generate external and internal link strategies .
Ensure comprehensive editorial content that provides value to the user. A practical tip for this: research how your competitors have covered the topic and try to provide new perspectives and information , improving your approach.
Consider all the technical elements that make content rank well on Google. This includes everything from meta tags to removing broken links , reducing loading speed, and adapting to mobile devices.
Update content, taking into account that some information may become obsolete over time.
Thus, best practices for optimizing website content represent a compendium of actions that combine, on the one hand, technical SEO factors and, on the other, the marketing team's ability to add value at a conceptual level and work on texts from an editorial perspective.
