How to Optimize Content Before Publication (Part 1)

Content is king. Chances are you’ve heard this phrase if you work in an online business. Bloggers, marketers, and other people writing for web use it a lot because well, it’s true.

Even though content is not the only thing to focus on, it’s certainly one of the most important ones because it’s one of the first things the Internet audience sees on your website.

Therefore, using the latest optimization techniques to ensure the most visibility and the highest possible Google ranking is a must if you want your content to sell.

In this two-part series, we’re going to take a holistic approach and learn the following:

  • What is content optimization
  • How to produce content that sells
  • Tools to polish your content.

Let’s begin.

What is Content Optimization?

In this post, the term “content optimization” refers to a set of practices aiming to update and modify web content to make it more appealing for both human consumers and search engines. This set contains a number of specific practices (which we’ll review in the next section) and is an absolute must for everyone wanting their content to make an impact.

Google’s content quality guidelines have made it very clear that following the latest content optimization techniques will go a long way in improving readership, and therefore, revenues.

The research totally supports this. A recent study by Conductor, for example, found that online shoppers who consumed quality educational content from a brand were 131 percent more likely to buy from it.

This means that the content was interesting, useful, relevant, and credible. To achieve similar results and optimize your own content in the right way, remember the following:

  • A high ranking is not the end goal. Your primary purpose should be to deliver engaging and useful content to your target audience.
  • Understand the search intent behind your targeted keywords. This means answering the following questions: “what problems your target audience may be facing?” and “what needs or concerns may be the reason why people use these keywords?”
  • Always put your readers first. If you had to choose between your readers and SEO, choosing the latter would not the best choice because Google and other search engines work to meet the needs of the online community.

Now that you know the most important principles of content optimization, we can move on to specific techniques that drive sales. Stay tuned for part 2!

James Daily
Guest Blogger


Keep in Touch

Want fresh perspective on communications trends & strategy? Sign up for the SHIFT/ahead newsletter.

Ready to shift ahead?

Let's talk