For organic traffic and online business growth, having high-quality optimized content is critically important.
Content is a fundamental part of website and business marketing. In fact, it’s an irremovable factor in just about every major digital marketing strategy including, search engine optimization, paid advertising, social-media, and inbound marketing.
This means that optimized content marketing is the starting point for many businesses looking to expand their online performance. And it also means that digital content optimization services (and SEO services) have become a key part of practically every business under the sun.
So what does content optimizing mean and how does it play into helping your brand or business grow naturally? Content optimization means curating and creating on-page website content that’s designed to not just help your users, but to also rank for target keywords in search engine indexes like Google or Bing. This means that content optimization in digital marketing involves adjusting and writing content so that it’s best suited to rank for the keywords that matter to your business, and that your target customers are using to find what they need.
Content optimization in digital marketing
An optimized content marketing service can help businesses manage their online content and the information on their site to help get them best results in search engines.
But why is content marketing so important exactly? The truth is that content is crucial to online performance because without the foundation of good, user friendly site content it’s virtually impossible to build out other forms of marketing. Good SEO, pay-per-click ads (PPC), social-media marketing and other time proven methods of growth all rely on being able to point your visitor too something. This means that starting with high-quality content that matches with the needs of your target shoppers is important before moving on to more advanced digital content optimization.
Optimized content marketing means something else. In this case “optimization” can be described as adjusting, fine-tuning, and editing content to improve your site’s ability to rank well in search engines. Content is one of the single most important ranking factors in SEO and is important for gaining 1st page rankings on keyword searches that matter. Among marketers polled by SparkToro, the “relevance of overall page content” is weighted as the single most important ranking factor out of 26 of the top known search engine ranking signals.
In fact, in recent years the perceived significance of backlinks as the most important ranking factor has shrunk, and instead marketers are looking for ways to squeeze everything they can out of high-quality content. SEO involves a lot of proven strategies (including meta data optimization, internal ATL optimization, back-link growth, site-speed, and more), but modern SEO now focuses more on optimized content marketing than ever before.
Optimized content marketing involves editing and creating content with high-value, relevant, and low competition keywords to help improve search engine traffic. Content optimization marketing experts can work with a business’s existing content, existing brand language, and existing marketing team to help adjust content for optimize search engine traffic.
A professional agency will also be able to measure campaign results with Google Analytics and Google Search Console data. These resource can help provide feedback data to fine-tune digital content optimization and to measure your long-term results.
A big part of this means digital content optimization that has an ideal level of keyword density. Because keyword stuffing and overzealous content optimization marketing can lead to worse performance, professional keyword implementation means finding the balance between too much, and just enough to help readers understand what your content is about.
According to Google’s own guidance, keyword stuffing includes strategies like:
- Lists of phone numbers or other keywords without substantial added value
- Blocks of text listing cities and states a webpage is trying to rank for
- Repeating the same words or phrases so often that it sounds unnatural
Specifically, practicing these strategies as a way of trying to manipulate a site’s rankings in Google’s index can lead to the opposite effect. Keyword stuffing – even in instances where you are trying to do legitimate keyword density – can hurt your rankings or appear spammy to readers.
Professional optimized content marketing services can help make sure that pages are set up to target the right search keywords, and that keyword density is ideal for better organic traffic growth. Search engines weigh keywords placed at the beginning/end of the content with more relevancy, and more value.
In the modern world of digital marketing and content writing, keyword density involved professionally incorporating target keywords in a way that’s best suited for natural content flow and user-friendly experience.
(Contact Radd Interactive to learn about optimized content marketing services that can help your site grow search engine rankings and gain more traffic.)
Searcher Intent for Digital Content Optimization
Being able to craft your site to match the needs of your visitors is critical to gaining SEO traffic. As search engines like Google place a greater emphasis on helping users find what they need, and on user experience, understanding exactly what people are looking for when they type in a search phrase has become a big part of SEO.
This is what searcher intent refers to. A professional SEO agency will be able to incorporate optimized content marketing with keyword research focused on intent. By targeting relevant, intent driven keywords, good content will not only get more traffic, but the type of traffic it gets will be from shoppers and consumers who are ready to buy.
Professional digital marketing and content writing can work with an SEO campaign to find striking-distance keywords and existing rankings that can help them narrow down on intent-driven topics that will lead to more conversions.
Optimized content marketing also means looking at the quality of the content and editing or rewriting content that seems “thin” or low-value to searchers and visitors. Low-value and thin content is one of the most damaging ranking factors in Google’s algorithm, and has been since Google’s Panda algorithm update rolled out. With Panda, the algorithm was updated to focus on high-quality useful content, and to de-rank scraped, low-value, thin, vague, and duplicate content.
In fact, digital content optimization services/SEO work can help prevent your site from getting penalized by Google.
In extreme cases low-quality and shallow pages can actually receive a “manual action” penalty from Google and could be de-ranked or even removed from the index. These sort of pages are specifically mentioned in Google’s Webmaster Guidelines as bad-practice. These means sites and URLs that include:
- Automatically generated content that is too thin or low-quality
- Thin affiliate pages
- Content from other sources. For example: scraped content or low-quality guest blog posts’
- Doorway pages
Digital content marketing with keyword density and search optimization also means developing a strategy that focuses on improved content quality as well. Namely content that demonstrates your businesses expertise, authority, and trustworthiness (or EAT).
In 2019 Google made some changes to its Search Quality Evaluator Guidelines that outlined the concept of EAT for its human reviewers. This update introduced the notion to web marketers and SEO professionals that optimized content marketing needed a greater focus on content that is valuable to humans, not algorithms. And even though there’s no part of the search algorithm that measure “EAT” there’s lots of evidence that content that focuses on offering expertise, authority, and trustworthiness ends up performing better in search results.
An optimized content marketing strategy for your site should focus on keyword research and SEO targeted to demonstrate EAT. This means finding intent driven keywords where your brand/business can leverage its professional knowledge and produce content that helps users get what they need by offering content that is comprehensive, well-researched, detailed, and professional.
A professional SEO strategy will also help optimize information pages like About pages, FAQ pages, Contact pages, and more – all site resources that can help websites boost their perceived EAT by helping users get more information and helping them interact more easily with a website.
Anchor Text Linking
Finally, there’s the role that anchor-text links and internal link structures play in content optimization. On-page links help users navigate through a site by helping them find related pages and by helping them navigate their way through the purchase funnel.
They also help search engines by giving them a map of your site and by providing them with “anchor text” on each link that tells search engine indexing bots what each page is about. Placing keywords in link text can help improve keyword rankings by driving link-authority to high-value pages on your site, and by associating keywords/topics with the right pages.
A professional SEO strategy can accomplish this by auditing a site, pulling its URL structure and by analyzing keyword rankings URL-by-URL. Adjusting on-page SEO factors like meta-data, keyword density, and link-anchor text can help improve digital content optimization.
Talk to our representatives to get more information on optimized content marketing. We offer professional SEO/content optimization services that focus on improving each client’s keyword density, internal link structure, and meta-data information
Check out our client case-studies to see how digital content optimization has helped them.