• Anish Padmanabhan

Content Optimization Guide

A huge part of your SEO success is tied up in content optimization. We understand that your business is working to increase website visibility and rank high on SERP, hence given below is a content optimization guide that will help boost your page visibility.

Search engines look for relevance between a search query and a page, it uses content on a page to determine relevancy. Given below is a breakdown of the content optimization process and what needs to be done in order to increase page visibility.

Keyword Optimization

When creating any content always ensure to identify relevant keywords that your target audience would type. Always have a list of terms you should be targeting for every page. To ensure that Google understands what keywords you want the page/content to rank for, follow the steps below:

  • Title tags: Title tags help search engines understand what your page is about, Title tags will determine your page title on SERP, it’s the first impression a visitor has of your website. Always ensure to have main keywords at the beginning of the title tag. Keep your title tag below 60 words.

  • Meta-Description Tag: Search engines uses the meta description tag to further understand your content/page, this description will show up under the title link on SERP. Always keep your meta description tags under 300 words but more than 50, also include primary and secondary keywords in this description.

  • Alt Tags: Search engine crawlers are suited to only reading text and not images/videos, hence to ensure that the crawlers understand the images, its good practice to provide an alt tag describing the relevance of the image to the content. Ensure the alt tag contains the main keyword.

  • Content Introduction: When creating content always mention primary/main keywords within the first 100 words, this provides a reassurance to crawlers when ranking pages. It confirms that the page is relevant to the query.

  • H1 Tags: H1 is an HTML tag that indicates a heading on a website, H1 is the most important heading tag, utilize only one H1 tag per page and describe what the content is within 70 words. Ensure you enter primary keywords since this is the most relevant on-page SEO element.

  • URL: Always include keywords in your web address and ensure the address is not descriptive and long.

Link Building

After keyword optimization, the next step in optimizing your content is link building. Link building helps build page authority and credibility, the more links a specific content piece has (external and internal), the more popular the page is according to search engines. When building links, its key to link content to relevant and credible

pages/sources. Given below are steps to optimize content through link building:

Internal Links:

These types of links allow search engines to crawl through your website, they link to pages within your website that has content relevant to the source. This helps build on your content credibility. Its good to have two internal links per page. It allows search engines to crawl through and index every page.

External Links:

These are links that refer pages from other websites, you can either build links, by referring third party content that helps build on your credibility or have external pages refer your content, which builds popularity. External links help Google determine the relevancy and popularity of your content, which in turn helps in ranking high in SERP. It’s ideal to have 3-4 external links per content piece.

There are certain factors to consider while going through the process of link building:

  • Popularity: Ensure the third-party page referred, is a popular page. The more authority the page carries the better it works for your content credibility. Check the number of links pointing to their platform before linking their page.

  • Relevance: Search engine crawlers use links to travel pages, always ensure that the page you link to is relevant to the content topic. It adds to content credibility and will help improve page authority on that topic.

  • Domain Trust: link only to websites that are trustworthy.


When it comes to SEO, content plays a key role, the more exhaustive the content piece is the better, content that is lengthy, tend to rank better. Another factor to keep in mind is freshness, the newer the content piece the better it will rank.

These tips are just a guide to help you optimize your content/page and be able to rank high on SERP.

Do let us know in the comments below on how these tips have helped optimize your content and if there are more ways to optimize it.

If you are interested in learning how to optimize your web page for voice search, then click here.