What is Content Optimisation?

Content Optimisation is a vital part of SEO, allowing you to create engaging pages that present you as an expert in your field. Years ago, when Google’s algorithms were less sophisticated, many websites took advantage by hosting duplicate and spam content that boosted their rankings. Since the Panda and Hummingbird algorithm updates, however, Google can now recognise the quality of content and will reward or penalise sites accordingly.

Duplicate & Irrelevant Content

Google now recognises duplicate and irrelevant content, as well as whether or not the content is well written and stands up to a variety of signals to purvey Expertise, Authority and Trust (EAT), all thanks to continuous feeback from third-party Search Quality Raters, Google's sophisticated classifiers using this feedback can continue to train their algorithms to further improve search result quality and in turn serve far more relevant results to searchers. Google also rewards sites that are easy for its classifiers to understand and categorise; writing clearly for users with a focus on intent is key to optimising content for search. Writing optimised content for Google has now become a somewhat complicated practice, which makes specialised Content Optimisation more important than ever.

Clearly Label Each Page

To create pages that rank well in Google, it is vital to clearly label what each page, and what each section of each page, is about. This includes optimising a range of HTML elements within a document (or template depending on how a site is built) where relevant, as well as the essential keywords & associated synonyms that signal to Google what the page is about. There is a lot more to optimising content than these alone and completely query and intent dependent. Google wants to provide users with exactly what they are searching for, so by optimising content you make your website more relevant than the competition.

Despite the importance of optimising content, you should be aware that over-optimising can actually harm rather than help your site. Content that is over-optimised will read poorly to a user, as it has been written solely for Google’s robots instead of for an audience. Google is now sophisticated enough to tell when this is the case, so it’s vital to find a balance when "optimising content" and writing for users. Best practive is to think "users first" and help guide them through your site towards your intentded goals.

Clear, Informative & Relevant

Good website content marries a strong, accessible writing style with technical knowledge, using language that is clear, informative and relevant. It uses a consistent tone of voice that portrays the brand’s image and engages the reader. This has a significant impact on ranking signals and enhances your contents chances of performing well for targeted queries, making it more accessible for both users and for Google.

Content Optimisation is an essential aspect of SEO, as it combines the technical with the personal to create something that users can find easily and navigate easily. Only the highest quality content will be ranked highly by Google. Whether your site is in the early stages of development or has been growing for some time, a well-executed content strategy can have a significant impact on your contents performance.

How do we help with Content Optimisation?

We begin with thorough Keyword Research within your industry to find out exactly what your potential customers or potential clients are looking for and match that along with the intent to your existing content, we can then provide the recommendations to create the content or work hands-on optimising existing content.