Content optimisation must be part of every successful online marketing strategy, as nowadays, it is not enough to write an article and leave it on the internet.
The good thing is that the technology evolves quickly and with the help of content optimisation tools we can step ahead of our competition.
What is content optimisation?
Content optimization is a process of ensuring that your posts are written, technically enhanced and published with an ultimate goal to reach the highest number of readers.
This includes not only posts but images and videos within your content.
There are numerous factors involved in content optimisation that includes SEO keywords, meta description, headers, tags, links, site speed, call to action buttons, and optimized images and videos.
Why content optimisation is important?
Content marketing optimization is important as without it, it is unlikely people find it on the internet.
The best part about SEO and content optimization is that once done properly, your audience find it automatically by typing their keywords in Google search.
You don’t have to do social media posts or paid ads to reach your audience. Even though you get traffic from these sources it is unlikely they remain as your consistent visitors.
It is due, the content you send to social media or ads is being rather pushed to attract customers, unlike SEO, where your visitors find your website because they want to get the information.
That is why SEO traffic is so important.
Recent statistics say that the first five results in Google generate 67.60% of traffic. Looking at the positions, the first Google result has 28.5% clicks, the second 15.7%, the third 11% and so on, up to the tenth result that brings only 2.5% of clicks.
It means that if you don’t rank within the five results in Google, you only get a fraction of traffic, thus minimizing your chances to monetize your website efficiently.
The outcome of these brutal statistics is that it is worthwhile to compete for a better Google rank for all your pages, but how to do it?
How to step ahead in front of your competition?
As nobody knows the exact Google algorithm, it is difficult to guess what other factors or keywords you might consider in your content to produce better results.
The best way to do such analysis is to gather statistics from the top 10 best performing websites for a given keyword. This way you can see keywords that are used frequently and check if you have them in your content.
It is possible to do such analysis manually by entering a given keyword into an SEO tool and check the SERP results for the top 10 pages. Then, manually extract all keywords and see what are you missing.
This would be a hideous process that takes ages.
SEMrush went a step ahead to ease this process and created two content optimisation tools: SEO Content Template and SEO Writing Assistant.
SEO Content Template - get recommendations
SEO Content Template analyses the top 10 pages for the given keyword and makes custom SEO recommendations in a template format. It works closely with SEO Writing Assistant that will give you the overall score of your post, once you have created it.
The main point of using SEO Content Template is to get suggestions from this analysis before you even start writing your post.
Focusing your efforts on the SEO recommendations before writing will increase your chances to rank high in search engines.
To start, the first thing to do is to enter your keyword.
After you click Create SEO Template, you will be presented with SEMrush recommendations organised in three sections.
This is the most important section where you get the crucial information to use in your article.
- Semantically related words – a list of keywords you should insert in your post
- Backlinks – list of websites to acquire backlinks from
- Readability – it is a Flesch reading-ease score formula that indicates how easy your text is understood by readers
- Text length – the recommended text length based on the top 10 pages
Top 10 competitors pages
List of the top 10 pages with highlighted keywords for easy seeing. You can click on the URL to view the full text.
I consider basic recommendations only as a reminder. SEMrush lists the top four to remember: Page title, Meta description, H1, and Text.
I suggest using SEO WordPress plugin like RankMath, to do the final SEO checks before you publish your post.
In summary, getting a recommendation from SEO Content Template is the first step before you start writing.
Note, that in the second step, when you write your content and check with SEO Writing Assistance, the recommendations from SEO Content Template are there as well.
SEO Writing Assistant - perform SEO check
Once you have your content ready it is vital to check it with SEO Writing Assistant. This tool will analyse your text against four different sections. Each section should be scored as close as possible to 100, to ensure high search engine ranking.
To achieve the best results you can use SEO Writing Assistant together with SEO Content Template by instaling Google Docs Add-on or WordPress plugin.
In the SEO section, you find all keywords that have been generated by SEO Content Template.
The SEO Writing Assistant will check if you used all recommended keywords and produce an overall SEO score that is also based on image alt attributes, link issues and title issues.
Readability is a measure to indicate how easy an average reader can read your text. The more readable a piece of content is the more chance the user will read it to the end.
Also, you are provided with a recommended length of your article. The rule of thumb is that your content should be longer than your competitors, but that is not always the case.
Tone of voice
One other important thing is that your tone of voice is consistent across the whole article. You can set your tone manually (very casual, somewhat casual, neutral, somewhat formal, very formal) or let it set it by the built-in algorithm.
In addition, you can check the most casual and most formal sentences and correct them on the fly.
Your text has to be original to help your brand stand out from the competition and rank higher. You can quickly check your text against plagiarism, inside the Originality section in SEO Writing Assistant.
(you can perform 5 checks per month by default)
There are three ways of using SEO Writing Assistant:
- Google Docs Add-on – it is my favourite as Google Docs and SEO Writing Assistant cooperate seamlessly. The only con is that you have to create your posts manually in WordPress after everything is done.
- WordPress Plugin – the best way when you use a built-in WordPress editor as you can see all the changes immediately on the screen.
- SEMrush Interface – I consider this option as a last resort to copy and paste text and check it quickly.
At this point, your post should be ready to be published. Your new content is created with keywords from the top 10 search engine results with basic SEO recommendations and optimised for readability, tone of voice, originality.
The final step is to check the post with an SEO plugin and publish your post.
SEO Content Optimization - Final Step
At this point, you created a fully optimized piece of content with help from SEO Content Template and SEO Writing Assistant. You may have your article ready in Google Docs or WordPress already.
However, there is one more, final step to complete: checking your content with SEO dedicated plugin inside your WordPress account.
As I mentioned SEMrush SEO Content Template gives you great content recommendations with basic SEO suggestions and SEO Writing Assistant provides you with additional checkpoints for readability, tone of voice and originality. This will give you a good SEO score, but perhaps not the maximum you can get.
SEO plugin, that I use, RankMath, takes the SEO recommendation to the next level giving you the maximum benefit for your content.
One of the best features of RankMath is that you can specify up to 5 keywords for a post.
In addition, the plugin has 15 built-in modules, a keyword tracking mechanism, SEO analysis, easy one-click imports, Gutenberg and classic editors compatibility, and 20+ rich snippets.
How to create new optimized content? (using Google Docs)
1. Install Google Docs Add-on – SEO Writing Assistant from SEMrush.
2. Enable the add-on and log in to your SEMrush account.
3. The first thing is to add your keywords.
4. Use SEMrush Keyword Overview or Keyword Magic Tool to get high volume keywords with low difficulty.
5. Enter your keyword and click Get Recommendations. You will be presented with a screen like the one below. The first thing you notice, SEMrush suggests many additional keywords to be added to the post. When you start filling your post with text, the keyword you used will be marked in green.
6. After you added all the necessary keywords, you may click on Readability, Tone of Voice and finally Originality. Each section comes with its related recommendation to get you the maximum score of 100%.
How to update old content using content optimization? (using WordPress plugin)
1. In WordPress, go to Plugins -> Add New, type SEMrush and install SEMrush SEO Writing Assitant. Activate the plugin.
2. Go to one of your existing posts
3. There is a SEMrush SEO Writing Assistant section at the bottom of the post. Log in to your SEMrush account.
4. Once you are logged in, the post is automatically checked for recommendations.
5. Follow the rules to add recommended keywords, increase your readability, tone of voice and check for plagiarism if necessary.
SEO Writing Assistant plugin also works with Elementor.
Content Optimization - Executive Summary
Achieving success as a blogger is like competing in a sports competition.
Due to medicine and technology advanced significantly in the last two decades, getting an edge over your opponent is a matter of finding small improvements in the training regime, using some non prohibited medications or doing blood transfusions.
In blogging, we don’t have to go to that extend. With the help of SEO content optimization tools, we can drive our articles in front of the competition.
The fact is that the vast majority of bloggers don’t use any content optimization tools. So, if you decided to give it a go, you are already ahead.
Indeed they are paid tools but considering by using them you can increase your traffic by 1000 %, I think the answer is simple.
Content Optimization - Frequently Asked Questions
What is the difference between creating content and content optimization?
Content is created for the audience. You will search for a topic and write about it without thinking much about the structure.
Content optimization is the process of making your content understood by machine algorithms.
Content that is created without optimization will still rank with search engines but it can rank much higher after proper content optimization.
What is content planning in content optimization?
Content planning is the process of gathering all information and planning your posts before writing them. Things like keywords and audience intent have a significant influence on how your post will rank.
A great planning tool is SEMrush SEO Content Template.
What is the difference between on-page SEO and off-page SEO?
On-page SEO is a process of optimizing your content with all SEO principles. In general, these include title tags, meta description, image alt tags, URL structures, media, headers, internal and outback linking, page speed and mobile responsiveness.
Off-page SEO includes everything that you can do outside of your content including creating backlinks to your posts, brand mentions, social media promotion or digital marketing.
Both types of SEO have to be performed simultaneously to ensure high ranking with search engines.
Have you already used content optimization tools like SEO Content Template or SEO Writing Assistant?
What were the things you liked most about them?
Please drop a comment below.