What is Content Optimisation? – Part 4 of why SEO is Critical for Businesses in 2020

content optimisation

content optimisationIn the fourth part of our ‘Why SEO is Critical for Businesses in 2020’ series, we will focus on content optimisation. A significant part of the search engine optimisation (SEO) process. This topic follows on naturally from last weeks’ blog on Keyword Research.

So, what is content optimisation?

The process of content optimisation ensures web content is written with your target audience in mind. Use your keyword research to optimise the content within your website with the relevant words and phrases. Additionally create relevant meta descriptions, title tags and links to help your SEO campaign succeed. (We will talk about these in more depth next time).

Content Optimisation

Optimising the content contained within your website will help your website perform in search engines. The point in this being to enhance visibility and increase traffic to your website.

Here are some key aspects of content optimisation:


Use your blog as a chance to speak to your audience. To educate, entertain and get them enthused by the subject you are tackling.

Answer their questions with high quality, well researched answers. Such content will not only help you become renowned as an expert in your field, it will also help you rank well in search engines.

Answer the public is an excellent resource to establish the questions people are asking search engines about subjects within your industry.

Get your Message Across

Communicate with your audience using simple language. Avoid techy talk (industry jargon)! Your target audience need to understand the message you are trying to convey.

    • Stick to the point
    • Answer the question
    • Avoid boring your audience
    • Educate, empathise, entertain and enthuse
    • Ensure your message adds value

Link it 

Link to reputable sites to back up facts and findings that reiterate key points within your content. This not only validates your expertise but helps your audience to see you as a well-researched authority on the matter.

Link from within your site too. Find relevant content that you’ve posted before. Link to offerings and services that benefit the end reader. Anything that keeps a user on your site  is beneficial for your brand.

Optimise for Search Engines (SEO)

search engine optimisation buckinghamshireAdd keywords to your content that your target audience is likely to use to search for your services. Add these naturally without over-stuffing.

Write for humans, not for robots.

Optimise meta descriptions and title tags using the keywords you’ve previously researched. This information appears in search results so make it catchy to ensure your target audience click on your result.

Visual Content

Visual content should not affect the loading speed of the page or take ages to load itself. It should be tagged with the relevant ‘alt text’ and be related to the message you are relaying in your content. Original images and videos are always a bonus and will set you above competitors who recycle others visual content.


There are many formatting techniques you can implement to make your text easier to read, here are a few suggestions:

    • Make sure your text is easy to read.
    • Avoid text heavy chunks of information.
    • Use H1, H2, and H3 tags for headings to show breaks in content and differentiate between sections. Use bold and italics to highlight important words and ideas.
    • Break information up with bullet points and lists.
    • Ensure adequate spacing between paragraph to improve readability.
    • Always ensure the copy you publish is grammatically correct with words correctly spelt.
    • Avoid duplicating content from your site (and others!).

Call to Action

To convert visitors into customers it’s important to use ‘call to actions’. This basically lets the reader know what steps to take next. A few things you could try include:

    • Wording e.g. get in touch
    • Request comments or questions
    • Request a quote
    • Follow on social media
    • Pop up forms
    • Banners/buttons

Always remember that sharing is caring… to market your content it needs to be accessible. And, social media provides the opportunity to spread knowledge across multiple platforms. So, encourage your audience to share.

If you’ve found this article useful…

    • Post to Facebook
    • Use Twitter to tweet it
    • Share on LinkedIn
    • And other social media platforms…

You can include the article in company newsletters and across your team (encouraging them to post to personal social media profiles). You can also share with industry contacts, influencers and bloggers. The list is endless, with the internet offering a wealth of possibilities.

Internet Marketing Buckinghamshire

Content optimisation is a very important process. It ensures you not only rank but that you hit your target audience with information they need. While entertaining and encouraging them (to mention your business, to recommend your blog, to sign up, to contact, to purchase etc) to engage with your business.

In our next blog we will look at HTML (code). We will look at how it can help get your site ranked. This will include things like meta descriptions, tags and headings (H1, H2, H3). So make sure you stay tuned!

Search Engine Optimisation Buckinghamshire

In the meantime, if you have any questions regarding content optimisation or any other aspect of your SEO campaign, get in touch with Cyber Sushi Design based in High Wycombe, Buckinghamshire today! And don’t forget to share us on Facebook, Twitter, Instagram, LinkedIn and Pinterest.


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