- Content optimization is the process of improving the quality and relevancy of your site's content. We'll discuss a number of things about how both users and search engines interpret what makes good content. But first let's go through a few examples of how you and I as human beings might read a piece of content and figure out what it's about. Let's take a look at the example of Backpacking in California. Let's pretend that someone gave us a one-page document, and they told us that the document was about backpacking in California.
We read some text describing some landmarks along the West Coast of the United States. We might see some pictures of oceans and beaches, and we might read about parking regulations along the sides of highways. Now, this might be about backpacking in California, but by reading this document it's not very clear. You put the page down and you're probably disappointed. Even if the exact phrase, backpacking in California, was used in the text here and there, the narrative was all over the place, and there's really no central theme to focus on.
Both people and search engines expect clarity and quality from your web pages. They want to know without any hesitation what your content is all about. And even more importantly, they want that content that they can trust. If I ask you to find me a resource on backpacking in California and you come back with a piece of paper with a few mentions of the term and text about some loosely related landmarks and things about the state of California, I'm not going to ask you next time. Or if I do, I'm not going to trust you with quite as much.
On the other hand, if you give me content that's truly remarkable, discussing how to backpack through all of those California landmarks with maps and hiking guides, trail recommendations, descriptions of California flora and fauna that you might see while backpacking, and reviews of California backpacking trips from other hikers, I'm going to come back to you with more questions in the future. And I'm going to trust your answers. In the online world, when people find content that they like, they tend to share it. Search engines can see a lot of this sharing, and they view it as a sign of trust that will reward you with more search engine visibility.
So when we think about content optimization, keep in mind that we're optimizing our content so that it benefits both users and search engines. And the two key concepts to focus on are tight, relevant themes and building trust.
- Define search engine optimization.
- Explore the fundamentals of reading search engine results pages.
- Examine the essentials of understanding keyword attributes.
- Break down the steps for optimizing the non-text components of a webpage.
- Recognize how search engines index context.
- Explore an overview of long-term content planning strategies and how they can help keep content on your site fresh.
- Define your website’s audience, topics, angle, and style when mapping out your long-term content.
- Identify the steps to take when building internal links within your website.
- Recognize how to analyze links in order to measure SEO effectiveness.
- Break down the necessary components for understanding local SEO.