How to Optimize Content For SEO

Written by Matthew Ludden / September 27, 2022 / 10 Minute Read
Article Preview

Optimizing content for SEO is crucial in today’s digital landscape. It’s not just about creating content, but ensuring it’s discoverable and resonates with your audience. Dive into the essentials of content optimization, from crafting compelling content to keyword research, and elevate your website’s visibility in search engine results.


Everyone has a story to share with the world.

Whether you are writing a blog post, showcasing your products on a website or simply celebrating your enthusiasm for a brand, creating an excellent piece of digital content is only part of the story. The greatest book ever written might well be unpublished and stored away at the bottom of a desk drawer. In order to reach your target audience and tell your story, you must create great content, publish your work and appeal to the market.

Within a digital world search engines drive how your story connects with users. There are two stages of marketing. First, you can pay for advertising across search engines and second, you can earn positions in native search results. Optimizing content for organic search results includes 10 key steps. While Valve+Meter provides a far more extensive and technical process for helping professional brands market their products and services, search engine optimization (SEO) should be used by anyone creating digital content.

If you do not understand how search engines operate and how to create content that successfully appeals to search engine algorithms, then you might as well throw your work into the metaphorical desk drawer.

A group of hanging light bulbs on a dark background.

What is Content Optimization For SEO?

Content optimization applies strategies to your web page that align with best practices of search engines. The goal of content optimization is to boost your performance in native search engine rankings. Native results describe organic traffic on search engines including Google and Bing. The vast majority of searches will return answers that include a blend of advertisements and native results. More than 70% of all clicks from search engine results follow native results. When your content appears on the first page, featured snippets, images or videos results, you increase your chance of new visitors to your website.

The algorithms behind the search engine results page is vital to Google dominance among search. For any content creation, you must know search engines and understand the search intent of users. Therefore behind every blog post and web page you publish, consider what problem are you solving? What is the question that you are answering? What is the intent of your writing, imagery, videos and other digital media?

If you know the answer then you should also be able to consider the questions users will enter into search engines. This is the genesis of content optimization for SEO.

In terms of content marketing, the more times your web pages appear on the search engine results, the more likely people will visit your website. Search engine visibility helps your entire brand to grow. So whether you are selling products, services or sharing your influence on culture, nearly every digital discovery begins with a Google search.

Step 1: Create great content

Search engine optimization (SEO) means very little if you have nothing to share. So before you learn how to optimize content for SEO, you need to create exceptional content. Whether it be blog posts or web pages, your SEO strategy begins with great storytelling. You can choose to write, create images, illustrations, video or any other media that best tells your story. Search engine bots are gatekeepers but your target audience ultimately rewards high quality content. Before you consider how to rank, make sure that you create your own content that real people will enjoy.

Once you are confident of the quality of your blog posts or site pages, you can then begin content optimization.

Step 2: Keyword Research

The foundation of content optimization is keyword research. Target keywords identify the most relevant words and phrases users enter into search engines. Conducting keyword research finds the most precise keywords related to your content. For instance, if you have created a video and blog post about, How to Optimize Content for SEO, you find a number of keywords related to search engine optimization. As part of your content strategy you will need to consider more than just a number of words related to your subject, though.

Broad terms are highly competitive and even if you earn a high position in search results your blog posts may not be relevant to everyone. You want to choose a target keyword that engages your target audience. The more precise you can be in your research the more likely you are to reach the ideal users of Google.

A long tail keyword is more specific. For instance the phrase, “Optimize blogs posts for SEO” is more likely to rank for individuals and companies looking to improve search volume for content marketing. SEO content should focus on a single long tail keyword or phrase to earn organic traffic for that subject. This often requires creating content at scale to earn great search engine visibility.

Once you identify your primary keyword, create relevant edits of your content. A big part of content optimization is implementing keywords naturally within your content so that they appear unforced to the reader. In the case of blog content, many new SEO content creators do not provide enough context for all of the keywords you may need. This can lead to keyword stuffing. Keyword stuffing happens when you attempt to cram as many keywords as possible into a body of copy. Not only does this subtract from the overall user experience, but it can actually cause Google to not rank your content highly within the SERP. Perfectly optimized content is not only good quality content but contains the proper keyword density that a search engine can find.

Focusing too heavily on content optimization can cause you to lose sight of the bigger picture. Remember that the goal of content optimization is to help your great content reach more searchers. Instead of forcing too many keywords, allow your work to stand for itself and move on to the next steps.

Step 3: Title Tags

Google’s search engine algorithms place great emphasis on your headings and the keywords that make them up, so optimizing your headings can also provide you with excellent value. For example, you might title your page, “A Comprehensive SEO Strategy for Blog Content.” Title tags should be quick and precise. Search engines display titles that are 50-60 characters. If you can create a short and precise title you will appeal to readers in search results. If you trust your content is strong, then you should not need to rely on long titles to stand out to your target audience.

Step 4: Use Meta Descriptions

Optimizing your metadata helps potential visitors see a preview of your content. Once you earn a position amongst top ranking pages, compelling meta descriptions help to set you apart. Research indicates up to 40% of all organic traffic clicks the first search results. Optimized meta descriptions may help to set your content apart from higher positioned results.

Search engine algorithms crawl metadata. This means that it must be optimized for SEO, similar to the actual content on your page. Including target keywords and key phrases in your meta description and keeping the number of characters between 150-160 characters is best practice for optimizing meta titles and meta descriptions.

Step 5: Use Header Tags

Search engines understand the structure of your content. Header tags (H1, H2, H3, etc.) help readers navigate your content and break up your content into sections around relevant keywords. Using header tags, bullet points, and lists also help you compete for featured snippet positions. The ranking factors are never published but this step is preferred by all SEO specialists as well as designers. As you will see in the technical aspects of SEO content optimization, earning visitors time and admiration is important in SEO strategy. You are not simply trying to appear in Google search results, your blog post or web pages can have long lasting benefits for your brand.

Step 6: Optimize Images

High quality images that clearly relate to your SEO content is valuable. Original images are preferred over stock images. Infographics, diagrams, charts, and illustrations can be dynamic content for SEO ranking. You should make sure your images are the correct size. Compress images for faster loading times and add alt text and titles that include your primary keyword.

Step 7: Website Performance

Like compressing your images, make sure your website has a fast load time and is mobile-friendly. The majority of organic traffic comes from mobile devices. While additional functions and custom features may seem to set your brand apart, the best websites are user friendly. Clean, crisp and minimal design rules SEO ranking factors. Google analytics considers page speed and bounce rate. When your web page is slow to load or cluttered with extra features, users will quickly find a competitor focused on answering their query.

Step 8: Internal Linking

One of the hardest things to do is link all of your content in a logical and strategic method. This is often due to the fact that most websites are not designed with a clear SEO strategy. Internal links are hyperlinks from one page on a website to another page on the same website. When you plan to optimize your content from the beginning, you should identify the most important page on your website. For instance, if you are helping companies and individuals create strong SEO strategies, then you need to link all of your blogs about SEO to the main page.

Using internal links strategically sends authority from one page to another. Since there are many keywords and lots of relevant content about every product or service, your SEO strategy will include primary pages, sub-pages and blog posts. Internal linking helps search engines understand the structure and hierarchy of your website and more importantly, allows visitors to discover more relevant content across your site. Google and other search engines consider page views and time spent on your site. If people engage with your content it is more likely to appear in search results.

Your content is more likely to earn external links when you follow this strategy. Inbound links from high authority websites is one of the most powerful ways to improve search visibility. When a third party acknowledges your content is valuable search engines are also likely to direct more traffic to your site.

Step 9: Share Your Content

Every new blog post should include a strategy to share across your social channels, email subscribers, and anyone that may enjoy your content. You can actively find link building opportunities including external links by researching high authority websites. There are a number of ways to connect with third parties to earn inbound links including guest blogging, networking, and finding broken links that are relevant to your SEO content.

Step 10: Monitor Performance

Using Google Analytics, Search Console, and other tools to monitor and analyze your SEO performance is vital to ongoing growth. Native search results are competitive and always changing. A great title tag in 2018 may not compete today. Internal and external links can break over time. An outdated meta description and a target keyword that no longer ranks due to an algorithm update should be monitored and updated.

The internet is a massive place where multiple parties are all competing for a certain piece of the proverbial pie. Your competitors are likely creating content very similar to yours, which is why you must regularly refresh and optimize your content to meet the ever-changing demands of your searchers. This will help keep your content fresh and ranking highly within the SERP.

Top SEO Agency

Valve+Meter is a performance-first marketing agency. Our unique mindset helps us deliver scalable, repeatable programs for businesses like yours.

SEO Services

What Are the Benefits of Content Strategy?

Content optimization applies strategies to your web page that align with best practices of search engines. The goal of content optimization is to boost your performance in native search engine rankings. Native results describe organic traffic on search engines including Google and Bing. The vast majority of searches will return answers that include a blend of advertisements and native results. More than 70% of all clicks from search engine results follow native results. When your content appears on the first page, featured snippets, images or videos results, you increase your chance of new visitors to your website.

The benefit is more traffic plain and simple. Content marketing is a long term strategy to help your brand stand out in the digital marketplace. When you know how to optimize content for SEO then when you create the perfect piece of content about your company’s services and products, people are more likely to discover your brand.

When high quality content is properly optimized old content can be renewed. Google and other search engines are constantly crawling your website. SEO efforts find older pieces of relevant content on your website that aren’t ranking high and transform the performance.

Some of the many benefits of optimizing content for organic search include:

Increased Visibility

Optimizing blogs, webpages and other content on your website can dramatically increase traffic to your website on search engines including Google and Bing. People who are searching online for relevant keywords and keyword phrases that you insert into your content will be more likely to find your website, thus increasing traffic.

A thorough website audit will often uncover performance issues that are holding your entire website back. Every page you improve empowers the site as a whole. Search engine optimization is an ongoing process whether you are just launching new content or you have a robust brand with hundreds or thousands of pages.

Higher Search Engine Rankings

Where your content is positioned on sites such as Google is critical. If your webpages or blog content aren’t listed on Page 1 of a Google search, for example, they will gain very little visibility. In fact, Page 2 is often where content goes to die, as it’s estimated that less than 10% of online users look past Page 1 for answers. The goal of your content is to rank on Page 1 in search results in an effort to gain more visibility for your website.

Improved User Experience

While optimizing content is a great tool to rank high on search engines, you also want to improve the user experience for leads and potential customers. By optimizing your content for SEO, you can ensure that your website loads quickly, is easy to navigate, and provides valuable information to your audience.

Increased Lead Generation

At the end of the day, the goal of optimizing all of your content as part of your company’s existing SEO strategy is to increase leads for your business. When your content ranks high, more eyes will see it. This will increase the number of customers that come to your website, thus growing your audience and increasing sales.

Earn More Links To Your Website

When your content is properly optimized and provides valuable information, other businesses will naturally begin to link to your blog posts and web pages as a source. This helps increase your website’s domain authority and boost its search engine ranking on sites such as Google. Google’s search engine bots look for content that not only provides relevant information to readers, but is also properly optimized and contains the keywords they are actively searching for.

Drive Engagement

Relevant, optimized content allows more people to find and engage with your business. You can help build stronger relationships with new leads as well as existing customers.

Position Your Business As An Industry Leader

The higher your content ranks, the more trustworthy and credible people will perceive your company to be. You can gain more authority and build customer trust when you create content that ranks on Page 1 of Google.

Cost-Effective Marketing

One of the greatest things about optimizing content is it’s free! Unlike paid advertising on social media sites and search engines, you don’t need to spend money. Just insert the proper keywords throughout the copy and headlines, add relevant leaks, and voila!

Ready to 10x Your Content SEO?

Valve+Meter understands the importance of optimizing content for SEO purposes. Let’s discuss SEO strategies for repeatable, scalable, and profitable results.


Request Marketing Analysis