You don't need a master's degree in computer science to optimise your content for search. In fact, when you master these three simple tricks, ...

3 simple ways to optimise your content

You don’t need a master’s degree in computer science to optimise your content for search. In fact, when you master these three simple tricks, your content will get seen and shared. Much of it boils down to understanding what your content needs to do for you, and then optimise accordingly.

Search engine optimisation, SEO, is surrounded by myths. The “black hat label” is unfortunate, and it’s about time we break up with these misconceptions, so we can focus on how to make our content work harder for our business.

Because great content is both original and optimised. Here we list three simple measures you can take right now to improve your content performance.

1. Guide your readers with internal links

When visitors land on your site, it’s your task to guide them. But how can you keep them engaged?

The simple answer is: use internal links. Make a list of your most popular resources, so you know where to send your readers. Say you talk about the importance of having a documented content marketing strategy, you can link to a guide or a landing page on that topic.

Add your internal links at the end of the writing process. Pay close attention to key concepts or phrases which your existing content doesn’t cover. These are great content ideas that you can put into your editorial calendar for later use.

Publish your content on LinkedIn Pulse, Medium and other platforms as well. You won’t get penalised for it and the internal links will send traffic to your site.

2. Optimise your content for conversions

Content must be optimised for different purposes. It can help you to:

  • Increase brand awareness.
  • Build your authority.
  • Establish trust with potential clients.
  • Increase demand for your products and services.

But your content can’t do all of this at once. Each piece of content must have a very specific call to action. Ask yourself:

What do you want your site visitor to do next?

Optimise for that behaviour. Decide on the purpose up front, and make sure every important article or page contains a high-performing CTA.

3. Write for people first, robots second

You don’t need a master’s degree in computer science to optimise your content for search. Downloading a SEO plugin is a good place to start (we use the Yoast SEO plugin).

The first thing you need to consider is your title tag and meta description. Treat these two elements as an “advertisement” for your content. The goal is to get people to click through to your site. Sometimes, this means you have to shorten your headline and change your description to make it enticing for the reader.

Whatever you do, please don’t overstuff your content with keywords. Instead, make the text easy for people to read and help them get what they want. Write for people first, and robots second.

Get discovered and let the content do the job

Optimise your internal links, your calls to action and your SEO elements to get discovered by more people. It doesn’t have to be complicated. Make these changes a part of your editorial workflow and start tracking your results.

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