Website Content Optimization
Having optimized content on your website is important for two reasons: 1- your audience can engage easier and be more likely to convert and 2- the search engines use this content in their SEO scoring algorithm.
First, it’s important to understand how a user interacts with a web page. The most common reading habits are:
- User scans across top of the page and then left hand column.
- User scans to see whether the content is relevant. The users looks for headlines, bold terms, and images.
- User tends to only read the first couple words of a paragraph (to find relevance).
It’s important to grab the reader immediately and provide the content that they came to your page searching for.
How-To Optimize Headlines:
- Tell the users what the article is about- be specific!
- Ask a question and provide an answer, if your company targets a certain area then add your location to the question. Examples: How early should you order a wedding cake? and What are the tax brackets for Los Angeles?
- Include keywords for search engine optimization (SEO). Avoid keyword stuffing- use the keyword naturally.
Before you dive into body content, you’ll want to master the structure.
How-To Optimize Content Structure:
- Use bullet points to list information.
- Substitute text with Images, charts, SmartArt and Infographics.
- Keep sentences around 1-2 lines.
- Keep paragraphs around 4 sentences.
- A page of text should contain a max of 5 straight paragraphs
- Use optimized hyperlinks to link to external and internal webpages. A hyperlink is the text seen in lieu of an entire link.
You are now ready to tackle your website body content.
How-To Optimize Body Content:
- Content must be original and written specifically for your website.
- Content should be brief and to the point. Don’t babble or add fluff- keep the article focused.
- Optimize the first sentence of every paragraph- make it concise and reflect the point of the post.
- Use keywords throughout your text. Focus on only a couple related keywords per page.
- Content should be considered ‘effortless reading’ meaning no big words or hard to understand phrases.
- Include numbers/figures as they are attractive to readers. Consider using numbers in headline or first paragraph (ex: Top 10, 5 Ways to Improve, 50%)
Online Resources: http://www.useit.com/papers/webwriting/