As we understand it, content optimization is the act of writing blogs and articles in a way that makes it easier for the right audience to find the information you’re trying to share with them. If we break down the term “content optimization” a bit further, there is a difference between content and optimization.
At its core, content is created and used to interact with humans, and it’s always packaged in a way that’s easy to read and understand. Optimization refers to the parts of your written content that AI engages with, and there are different reasons and ways to optimize content such as to increase ranking on a search engine, attract your target audience, or increase the number of authentic shares on social media.
This blog post explores the best way to optimize the content you create for visibility on search engines, sharability, and to convert readers into customers.
The most well-written and informative piece of content can go completely unnoticed if it’s not written in a way that search engines can read. So while the content itself may be perfectly compiled for humans, content optimization ensures that it reaches your target audience by significantly improving its performance on the web. It’s important to note that there are different ways to optimize content depending on the desired outcome.
One of the best ways to ensure your content reaches the right readers is to write it in a way that makes it visible during organic searches. This boils down to your choice of keywords, and the originality of the piece. For instance, if I want to write a blog informing dog lovers about taking care of a rare breed, here’s how I would go about it:
After deciding the topic you want to cover, take the time to explore SEO keyword search tools and find out the main keywords that dog lovers may use when searching. This helps you identify the best words to incorporate into your blog to make it appear on a search engine. Tools like Semrush and AlsoAsked provide an array of popular keywords surrounding your topic that are commonly used on search engines. Take a look at the keywords generated by Semrush.
My main keyword “rare dog breed” has fewer results than “rare dog breed mixes” and “most rare breed of dogs”, so it would be more beneficial to use the suggested keywords to make the blog post more visible.
Now that we know which words to use, the challenge is to incorporate them into a blog that’s interesting and fun to read. Creating informative, factual blogs helps to build a relationship with readers, letting them know they can depend on your site for more useful information. This will keep them coming back for more, and it could prompt them to share your blog pieces with their circle.
Shared content has the potential to reach audiences that are outside of your scope, allowing more people to see it. So while it may not rank highly on search engines, a well-written piece of content can inspire your reader to share it with like-minded people.
To validate your work, incorporate quotes from experts and gurus in the field. It helps to include articles and blogs that were published recently because that information is most likely the most relevant to what you’re currently talking about.
This article on The Spruce Pets was published in December 2022, so it may include more popular rare dog breeds than the article on the Martha Stewart website published in 2020. It’s also crucial to remember that a site that is more popular isn’t necessarily more informative. Like in the example above, Martha Steward is a businesswoman and TV personality, and while she may have some insights on pets, a dedicated pet website would have more expertise.
When writing for conversion, the most important element to include is persuasion. This is a skill every writer should have in order to turn leads into sales, especially copywriters. For instance, you could potentially persuade dog owners to buy products that’ll make their rare dog breed more comfortable in an environment they’re not native to or food products that cater to their specific nutritional needs. This can be done with the use of a powerful call to action.
Speak to the reader’s desires and pain points by presenting a problem, quickly followed by a solution. People are most likely to spend plenty of time and money if you refer to their dog as a member of the family or a special furry friend.
Make your claims credible by providing evidence of happy pets that are enjoying your product. Use pictures, videos, and reviews to solidify the benefits that come with choosing your products over the competitors.
Visibility is the main purpose of content optimization, so when your audience does finally see your content, make sure that it’s captivating and encourages them to stay on your page longer. Write content in a way that allows you to include links to previous blogs.
Write for your readers, not AI, because content that uses too many keywords unnecessarily can be flagged as spam by the same AI you’re trying to please. Where possible, enlist the help of a skilled writer or content-generating tool like ChatGPT to help get your idea across in the most effective way.
If you’re uncertain about your brand’s performance and SEO positioning, or you’re looking for a way to revamp and optimize your website and content, we can help. Subscribe to our blog for regular tips and updates on the best practices for creating great content, or sign up for a free audit of your content and let our team of skilled writers gives you tailor-made solutions.
