Website content is different from other marketing contents as it directly impacts a website’s search engine rankings for the keywords, we are optimizing it for. In order to support the SEO of the website, we need to keep the following things in mind:
Maintain Keyword Semantics In Page Content
We must remember that every page has just one primary keyword, the number of secondary keywords (synonyms of the primary keywords, close variations or derived keywords) might vary depending upon the length of contents on a specific page. The primary keyword must appear at the following places:
- In the Page Title
- In the Page Description
- In the URL
- H1 (main page heading)
- Opening and closing paragraph
Secondary keywords might appear naturally across the page contents as and when required without doing too much keyword stuffing.
Page Content Should Answer Long-Tail Queries
Long-tail keywords (descriptive or complete query sentences) have been proven more effective in SEO. After the boost in voice searches, its importance further increased. So, if we draft the page content in a manner where it answers the queries of our target audience, it has a better chance to rank.
If we are a service-based website, we can explain what kind of benefits our customers can have after they subscribe to our services. In other words, we can explain how our services can enhance the productivity or sales for our customers.
For products-based websites, we must explain the key features of the product and the price comparison (if possible). It is also a great idea to put product reviews on the same page
Write Scannable Content with Short Paragraphs
While writing content for a website, it is advisable to keep the length of paragraphs short. The ideal length of a paragraph should be within 80-100 words made of 4 to 6 complete (bot not complex) sentences.
The content should be scannable; that means, “the page content should have a perfect blend of headings, sub-headings, and short paragraphs.” It is also a good idea to use the BOLD and ITALICS throughout the page to highlight important segments to make it appear differently.
Use Call To Action
The website content must include a call-to-action placed strategically on the page. It is advisable to put Call To Action above the fold, as well as at the end of the page. It is also a good idea to use a quick contact form on the page (wherever applicable).
Freely Use Images
Using images to illustrate important data or selling points helps better in keeping a visitor on the page for a longer duration. Gone are the days when search engines were unable to read the image content. Now search engine crawlers are equipped with intelligent OCR (optical character recognition) feature, and it can read contents within the image accurately.
In addition to these tips, there are various other case-specific ways to write well-optimized website content. However, even if you follow these five tips explained above, your chances of rankings or multiplied.