Content is the backbone of any successful digital marketing campaign. But what makes good content? Are you thinking about the quality of the contents? Congratulations, but quality alone is not enough to survive…
The truth is, if you want to survive the current era of digital marketing, you need to focus on content quality and optimization. But how can content optimization benefit digital marketers? If this question has been bothering you for a long time, this article is for you.
What is Optimized Content?
The word “optimized content” refers to writing and structuring content in such a way as to increase its chances of ranking higher in the SERPs.
It usually includes keywords and phrases that are relevant to your topic and likely to be searched by your target audience. But the inclusion of keywords and phrases should feel natural and not impact the quality of the content, as search engine algorithms have become advanced enough to penalize any content with keyword stuffing.
Therefore, perfectly optimized content should be engaging and provide information helping to improve the visibility of a website in search engine results.
The benefits of optimized content
You may have understood the concept of optimized content by now. If so, it will be easier for digital marketers to understand the benefits of optimized content.
1. Increase your SERP rankings
The first and probably the most obvious benefit of optimized content is its ability to rank higher in the SERPs.
The competition in the field of digital marketing is increasing day by day. So if you want to compete with your competitors, the first step is to be visible to your audience. But how ? Simply with content optimization.
Optimizing your content with the right strategies increases the likelihood of ranking higher in the SERPs (Search Engine Results Pages). And ranking higher in the SERPs will increase your chances of attracting more audiences to your platform and content.
2. Increase organic traffic
Most newbie digital marketers often complain that they don’t have enough audience on their platform. And if you are one of them, you can solve this problem through content optimization.
As we discussed in the first point, your platform position will increase in the SERPs when you optimize your content. So, as your SERP ranking increases, more people will come to your platform, ultimately increasing its organic traffic.
Thus, optimized content can increase your platform’s organic traffic profitably.
3. Build brand awareness
Content optimization is not limited toAppearance on page SEO, It’s so much more than that. For example, this involves:
- The responsiveness of your website to different screen sizes;
- Optimizing your website for faster loading;
- Implementation of a link building, social media and email marketing strategy;
- Creating an XML sitemap;
- Removing dead links.
So once you optimize critical aspects of your platform, it will rank higher in the SERPs. And better rankings will ultimately translate into a better online presence, meaning more people will notice your platform.
Thus, optimizing your content can increase awareness of your brand, which will ultimately help your brand become more influential in its niche.
4. Increase income
Making money is the ultimate goal of any digital marketer. And optimized content paves the way for achieving this goal. Therefore, another benefit of creating optimized content is that it makes your platform revenue generating.
Optimized content increases rankings in SERPs, which increases organic traffic. An increase in organic traffic will make a brand more influential in a particular niche. And a more authoritative brand will generate more revenue than competitors or platforms with less authority.
5. Establishes a profitable content distribution channel
According to digital marketers, optimized content can convert a platform into a suitable content distribution channel. But how? Let’s find out.
An adequate content distribution channel has a moderate audience presence. So, to convert your platform into a real content distribution channel, you need to work on its presence with the public. And one of the effective ways to get more eyes on your platform is to optimize its content.
Therefore, compared to other marketing strategies, creating optimized content is a convenient way establish an appropriate content distribution channel that can operate independently.
The different factors of optimized content
Content optimization is broad, as it usually revolves around the technical, on-page, and off-page aspects of a website. Let us briefly discuss some essential factors.
1. The on-page look
The on-page aspect of content optimization involves everything about content writing considering the following:
- Divide your topic into multiple headings and subheadings;
- Write content by inserting target keywords in a natural way;
- Help yourself with bullet points or bulleted lists increase the readability of complex concepts;
- Write in an easy to read style. However, if you can’t write fluently, you can get help from AI-powered tools (such as Prepostseo And Rephrase);
- Insert internal links with appropriate anchor text;
- To add alternative texts on images and videos;
- Check if your platform is suitable for different screen sizes.
So, if your content satisfies all of these points, you’ve completed the first step of creating great content.
2. The off page look
L’off-page aspect of content optimization it also involves different techniques. But link building, social media, and email marketing are some of the most important things to consider when optimizing your off-page content. However, let’s just focus on link building, because so much of off-page optimization depends on it.
As the name suggests, link building refers to a strategy where webmasters get backlinks from authoritative websites to increase the visibility of their website in search engines. It is still an essential factor that search engines (particularly Google) take into consideration when deciding how to rank websites.
Therefore, if you work on it, you will take another step towards content optimization.
3. The technical aspect
As the name suggests, the technical aspect of content optimization is all about managing the technical aspects of a website. It is therefore essential to take into account the following elements:
- Increase the loading time of your platform. For example, if you’ve included high-quality media in your content, you can compress it or exclude unnecessary media;
- Create an XML sitemap, as this will help you gain authority;
- Remove dead or broken links from your content and platform, as they can mess up the UX;
- Work on the structure of your website or blog to make it easier for search engine algorithms to crawl.
This aspect is entirely related to the technical part, call a specialist if you are not comfortable doing this step yourself.
Conclusion
Everyone keeps saying that content is king. But the reality is a little different.
The truth is, even great content is useless without proper optimization. Properly optimized content can increase your visibility in search engine results, improve website traffic, increase conversions, build trust and establish a brand. Therefore, content with zero return on investment (ROI) or leads will never work in the digital marketing world.
However, the biggest benefit of optimizing your content is that you should never stop trying to improve it. Content is a living thing. Indeed, over time it can change and grow.
So treat content as an integral part of your website or blog, not just something floating on top of it. It will pay off in the long run!
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