I’ll explain how to optimize your existing content and increase your ROI in three simple steps:
1. Study your content
2. Evaluate your content
3.Build your content
Step 1: Study your content
The first step to optimizing your content is to have a global view.
Navigate your entire site with a tool like Screaming Frog or ContentKing, extract all URLs and drop them into an Excel spreadsheet.
Keep your keyword research easy to use: you will need it in the next step where you will evaluate the content.
Step 2: Rate your content
Fill in all the content of your site in a spreadsheet. Now for each page fill out:
Your target audience targeting.
The goal of your content.
The keywords you want to upload to the ranking.
How satisfied are you with:
Organic traffic and conversions (in the last 12 months).
Social traffic and conversions (in the last 12 months).
These traffic and conversion numbers should be in your analysis to create a complete picture.
This can take a long time, so focus on the most important pages to first sort out the most important data for you
You will soon see how much to do!
Below some items you see that the thing is wrong:
Pages where the target or audience is not clear. If you do not even know who you wrote a page and what did you want to achieve with it, how can you expect its content to go well?
Pages optimized for too many keywords. These pages are run in circles. Also, pages that are not optimized for keywords. These are almost never rank high!
Pages that are hyper-optimized at the point where people can read them with the buzzing. Oh
Go to and fill in the Excel spreadsheet so you can be absolutely clear about the role each page plays on your site and the way it is running.
Step 3: Optimize content
You have seen so far what to check. Let’s look at it as well:
Increase traffic through our website optimization strategy.
Increase the organic traffic driven by your existing content: integrate the right keywords and increase the clickthrough rate (CTR).
The right keywords for the right pages
It is almost self-evident, but let’s stress it anyway:
If you do not incorporate the right keywords into the correct pages, these pages will have poor ranking for those words.
But how do you do this effectively to make pages easier?
Prioritize these items:
Title: Embed your most important keywords at the beginning of your title and target a title of 30 to 60 characters (and 285 to 575 pixels).
Meta description: Embed important keywords in the meta description. When users search for these keywords, they will appear bold in the snippets. This makes your score more impressive, which in turn leads to more clicks. Keep the description 70 to 155 characters (and 430 to 920 pixels).
H1 header and heading H2: Place important keywords in these headings.
Content: Make sure the keywords you want to sort are in the text of your article. Even experienced SEO experts do forget this at times.
Internal links to pages: Create internal links from relevant pages on your site to that page, with important keywords as their text.
Image Optimization: Do not forget: images bring traffic Make sure you integrate keywords into image filenames, alt tags and title tags.
Your pages rank well in organic search results, but you have a low CTR. You have already put all the effort required to rank, but you do not reap the essence.
Follow these best practices for higher CTRs:
Experiment with title and meta-description: Is it too long or too short? Are keywords matched well? Is it easy to read? Do they have a clear call for action?
Stand Out: Make sure you are out of your competition. Think out of the box and use structured markup – like reviews. Google displays stars for reviews pages. This is an important differentiator as it makes you look different and better!