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Optimized Content for SEO

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Everything matters to optimized content for SEO. That is the copy (words), images on the page, video, and more. But rather if that content is intriguing and useful to people. Are you just repeating thousands of others with your information?

If you are struggling with SEO problems, then you could have a content problem. The search engine ranks not merely based on having pages.

There’s no such thing as SEO content.

As users click on the result more, the more you can rank for the terms your article is about.

Content has to be easily read and written in a way that is not like “the other guys out there.” Make it interesting and useful. Even if you feel it’s too much copy, you would be surprised by what your readers engage with.

Also, content is optimized for people, not the Google Bot.

SEO Content Tactics

Long Form Content

So, how do you get Google to like your website content for a set of keywords? Well, one way is looking into creating long-form content. To us, that’s making a large piece of content, such as an e-book titled The Complete Guide to Podcasting. Or it could be a regular podcast with 60-minute episodes or a long video.

Long-form content, when delivering genuine value, tends to rank very well in search engines and moves customers from one stage of purchase to the next.

Topic Cluster

Start with the topic cluster approach. It’s the idea of creating content that points users toward a page that has more information. Thus has calls-to-action (CTA) on it.

So start creating a pillar page on the target topic. It’s going to be over 900 words, so no shortcuts creating this for starting on SEO. Typical posts that are not pillar or cornerstone content, are around 300. But your blog posts should strive to be over 1,000 words.

This is an ultimate resource for your audience and is highly valuable. Optimizing this page for SEO is to make it a target of your backlink acquisition efforts. Those that are on your website (on-site), and off-site.

Pillar Content

Create about 6-12 blog posts that link to this pillar page, and make sure the pillar page links back to them. These articles, or blog posts, should contain words in your links. Such as, “read also (key search term here)” or “you may also like (your key search term here).”

This type of content is of course related to the topic of the pillar page. This expands on the information that’s been provided.

You can repurpose this pillar page into a content offer like an eBook later. Or create an email course or video series. The possibilities are almost endless. You can nurture readers using the blogs as a touchpoint. It builds an audience for inbound marketing.

Frequently write on a basis you can manage. Don’t set a goal that you cannot meet. One pillar page and supporting blog posts every 3 months should do. You can easily scale and optimize this kind of implementation.

Now, promote the pillar page

Send it to your email list as a newsletter and use each post to be a new episode of your newsletter.

Tactical social media use gets readers to include backlinks to your articles. These readers will also go through the related blog posts. Thus stay engaged on your website, increasing the time per session. Google loves seeing this signal – Dwell time.

Formatting Matters for the Reader and SEO

Formatting your articles, images, videos, and technical SEO implementation are important.

If you’ve got a WordPress website, then install an SEO plugin. But that’s not the end of fixing your SEO problems. It will show you your mistakes and gaps.

Focus on the Correct Keywords

You need to know that you’re focusing on the words that people actually searching for. Otherwise, you’re optimizing for a term nobody uses. You can rank number one, but you still won’t have any traffic.

“Terms” are things we use to assign a brief description to a subject. But most times we describe, rather than label. So that’s using long-tail keywords. But both are necessary.

Using a tool to determine how many searches a particular term or phrase gets a month is your first stop. A while back, I had a client who wanted to optimize around a term that not a single soul was searching for. Well, perhaps a few souls…clearly those that wanted it to be searched.

It was easy to determine by state, and sometimes city, like Louisville SEO Services. But the term they wanted wasn’t being searched for by customers. It was, however, being searched by the client and their competitors.

That means they were simply advertising to each other. Their potential customers, on the other hand, were listening to someone else.

Content is King (yes, still)

We’ve heard for decades that “content is king” and it’s still true. Google prefers to please its users. So indexing worthless pages of content, or pages that lack any information value for their users doesn’t benefit anyone.

The result is that your content, no matter how beautifully crafted that blog is, no one will see it.

Content is copy (like what you are reading), images, videos, and embedded posts from social media. Your WordPress blog is your biggest and most powerful tool for search engine optimization to rank organically.

Headings are the titles (H1, H2, H3, and on) that separate the paragraphs on the page. Typically, a minimum of 300 words per page is a good benchmark, but most pages that rank well will have over 1,000 words.

Orphaned Content

Orphaned content, as defined by YOAST (WordPress SEO), is content that has no other pages on the same website linking to it. If you have a WordPress website add Yoast SEO and you’ll get an audit of those pages that are orphaned. Using the plugin you can begin to fix, and link those pages (or posts) to other relevant content raising your site’s SEO.

Delete Duplicate Pages

Duplicate content is not a good thing on your site as it is misleading to users. Duplicate title tags and meta descriptions are also bad. The search engine crawls everything on your site. This leads to a frequency of crawls or a crawl budget for your site. In order to stop wasting your crawl budget – delete these pages. 

On a CMS this is harder, or you shouldn’t, because it creates “archive” pages that are for older posts, author archives, categories, tags, and by date. These are not static pages in WordPress, but dynamically created using 1 or 2 template files.

So you’ll need to use a plugin, or exclude them in your sitemap.xml and robots.txt files.

Delete Zombie Pages

These are dead pages on your site. They hold no SEO value as they are not getting any . Therefore they are not good to keep on your site. Zombie pages are easy to spot. If you do an SEO Audit you can find them.

Another way to spot them is to use the Google Console. If these pages are not at least the top 20 in the results, then you can remove them. Pages with thin content are also to be considered for removal.

Contact NerdBrand for a proper, holistic SEO strategy. Not just social media and changing tags on your site. But a strategy actually tailored to what your potential customers need help with.

Enjoy this podcast episode with Diana Richardson from Semrush, who gives the best advice on SEO we’ve heard.

I'm the Co-founder and CEO at NerdBrand. I've spent over 12 years in digital advertising providing strategic direction for businesses to build better websites, brands, and messaging, with an eye for improving online presences and laying a foundation for future growth.