Some lesser-spotted advice on optimising your site content for search engines

Piranha Designs - Wednesday, October 17, 2018

While the design of your website will always play a central role in ensuring it ranks well in the search engines, it can be easy to forget just how crucial the most relevant content also is. If your site content isn’t relevant to anyone, you can’t expect to generate many visitors and revenue from natural search.

It’s therefore well worth considering the below strategies for tweaking your site content in a manner that is search engine optimisation (SEO) friendly.

Allow keyword research to guide your content strategy

Keyword research is a key component of all of our SEO and marketing packages here at Piranha Designs, and with good reason. The higher the standard of your keyword research, the more you will know about what searchers truly want.

That’s why keyword research is so vital when you come to devise your natural search and content strategies for your site. Good keyword research enables you to spot the gaps in your site that you need to fill with fresh content.

It’s also important to assign intent to keyword themes – whether the user is looking for information, to make a purchase or to merely navigate relevant sites – so that you can craft the content that will stimulate and fulfil the visitor’s desire in each case.

Make sure you aren’t competing with yourself

Once you have established certain keyword themes, you will be able to map them to specific pages of your site to accommodate the broadest range of relevant keywords.

This greatly helps to ensure you don’t end up simply attempting to optimise every page of your site for a similar set of in-demand keywords, thereby forcing your pages to compete with each other for rankings.

Optimise in both scalable and manual ways

You can efficiently enhance your site’s tag-based content through the use of default ‘formulas’ for generating title tags, meta descriptions, headings and image alt attributes.

However, it’s also true that you can only get so far with your SEO when you depend purely on formulas. In any case, your pages based on the highest-value keyword themes will need to be manually optimised as part of the fine-tuning process.

In a lot of cases, you might simply find yourself needing to fix awkward grammar brought about by the aforementioned formulas. One aspect of your pages that should always be manually optimised, however, is the main body of text, as you can’t apply scalable optimisation methods to what is supposed to be creatively written content.

These tips cover just some of the many elements that you will need to think about when you are tweaking and adjusting your site with the search engines in mind. Contact Piranha Designs’ Gibraltar, London or Edinburgh offices today, and we can give you more hands-on assistance with your site’s search engine profile.

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