Maximized Cone-Formation of Ice Cream
Because of the growing acceptance of content marketing as an effective form of internet advertising, firms are ramping up production of content of all kinds. What good is it, then, if people can’t find your interesting content? You’re wasting your time and theirs if your material isn’t easily discoverable by your target audience, which is why optimising your content is a vital part of content marketing.
By optimising your content, you’re giving search engines the information they need to understand your site’s focus and, by implication, your business. The data is subsequently incorporated into the search engine’s presentation of results for a given set of keywords.
Since these search results now include material in the forms of text, graphics, videos, and news, your content optimization techniques should be adapted accordingly.
Below are some suggestions for improving your content in text, image, video, and news formats:
Refining the Quality of Written Expression
Site-wide optimization of text is necessary for all sites, but landing pages that link to other pieces of content are especially in need of this attention.
A website’s title tag is a crucial part of search engine optimization. The title tag, which provides a succinct summary of the page’s content, is introduced in HTML with the tag “(title)”.
Example of a Title Tag
In order to better define the information, title tags are utilised in several locations. Search engines, for instance, will use them as the anchor text for each every search result they present. Furthermore, they are frequently used as page descriptors when content is shared on social media.
The title tag is used as the tab name in a tabbed browser and as the title of the window at the top of the browser window. Therefore, title tags are useful not only for search engines but also for humans looking for a concise summary of the page’s content.
Meta descriptions are a crucial piece of information for your audience because they are presented in SERPs as the descriptor text for each result.
The meta-description should be a precise summary of the material that will be revealed to readers upon clicking (see REI example below). The most effective meta descriptions convey the page’s objective in a few words and incorporate relevant keywords.
Avoid using generic descriptions like “Welcome to our home page” that don’t inform searchers anything useful about your content or offer them a compelling reason to click through to your page.
In addition, search engines have a character count cap, often between 150 and 160 characters, for meta descriptions. Any text beyond that point is likely to be truncated.
Indicative of a Meta Description
There is some overlap between meta descriptions and meta keywords. And while adding more keywords to the meta keywords tag doesn’t seem to help with page rankings, it has been known to hinder rankings if the tag is “overstuffed.”
Webmasters that want to increase their site’s visibility in search engines sometimes stuff as many keywords as they can into the meta keyword tag. To be safe, though, use only a small subset of the most important terms for this tag.
URLs: A URL that includes relevant keywords tells search engines much more about the content it links to. It is therefore important to optimise both the content tags and the URL structure so that they are both clear and intelligible and include the appropriate keywords that are related to the content.
You should utilise long-tail keywords in your URLs when possible so that people who are looking for very specialised information can reach your site.
Improving photo quality
Visual material on your website should also be optimised for discovery, as consumers regularly conduct image searches. If a search engine believes that your image is related to a certain search term or phrase, it will include it in the main “Web” search results, in addition to the more specialised “Image” search results. In fact, your photos may show up on a search engine results page (SERP) even if none of your textual pages do.
Search engine optimization for images is still in its infancy, especially in comparison to text-based material. Although this is a long-term aim for all search engines, it is not yet a reality. While search engines rely heavily on the surrounding text and text-related tags to determine whether or not a picture is relevant to a query, the meta tags included for each image are equally crucial.
Images can have their source (the location and name of the file), alt, and title tags optimised. There needs to be an optimization of all these picture tags for the best search engine results.
If an image cannot be displayed for some reason, the alt tag will be used to provide descriptive text instead. There are many reasons why this is crucial:
If a user has a slow internet connection or the page does not load correctly, an image may not be displayed.
The alt tag is also spoken aloud by text-reading software (for individuals with visual impairments, for example) to describe the page’s visuals.
For these and other reasons, it’s vital to use succinct, keyword-rich phrasing when describing the photos on your website using the alt tag.
When a user scrolls or hovers over an image, the text specified by the image tag will appear. The tag text you select should accurately describe the image and contain important keywords so that your readers can grasp the context of the image.
The following is an example of alt and title tags embedded in the image’s source code:
title>vanilla ice cream cone with rainbow sprinkles/title>img src=”icecreamcone.jpg” />.
An proper filename gives contextual information on how the image connects to the other content on the page, complementing the alt tag and image title tag.
In addition to using the keyword in the alt and title tags, you should also use it in the filenames of your photographs. Use more descriptive names when submitting images to your website, such as “icecreamcone.jpg,” instead than numerical identifiers like “DC000245.jpg.”
When a page doesn’t load properly, the user may see the alt tag text instead of the image because of the file size. Adjusting the file size of your photos to ensure your website can handle them properly is one approach to lessen the likelihood of these page-load problems. Search engine rankings may suffer if your website is slow to load or fails to load entirely due to the presence of huge picture files or image-heavy content pages. To that purpose, I suggest you minimise file sizes without compromising image quality.
Streamlining video production
A Sample of Video Content
Video content creation is now more accessible than ever before, which is great news for marketers. Videos don’t have to be professionally produced or written to be effective; what’s important is that they’re entertaining, enjoyable, or informative, and captivating.
Begin by establishing your company’s presence on the video-sharing platform of your choice by making a branded, optimised channel there. Gaining traction for your other material and boosting brand awareness are both benefits of having a branded channel. Follow these steps to further enhance your video:
Titles for videos should not only include essential keywords, but also pique the curiosity of potential viewers. Lackluster titles that place too much emphasis on keywords will make viewers suspect that your film is nothing more than marketing fluff.
The point of a video’s title should be to get people interested enough in what they’re watching that they’ll see it through to the conclusion.
A video’s description should accurately depict the content of the video and prepare viewers for what they can expect to see. While it is important to include keywords in your description, you should focus on writing for your target audience rather than for search engines.
If you want your viewers to access the supplementary materials and information you provide, it’s important to link them directly to the page on your website that best addresses the topic at hand right at the beginning of the video’s description.
Similar to optimising picture alt tags, optimising video description and title tags is important for on-site SEO because they are read by search engines to determine what a video is about.
Once your video is optimised, you may post it to a video hosting site like YouTube or Vimeo, which will supply embed codes for you to copy and paste into your website’s HTML so that viewers can watch your films without leaving your page.
Similar to optimising image filenames, you should include relevant keywords in your video’s filename.
Enhancing Media Coverage
If you operate a business and also have a website, you are a publisher. Similarly, in the modern digital age, every company owner with an internet connection can publish news about their sector.
Optimizing your news content can help your organisation become known as an insightful source of current industry news and thought leadership through a blog, a “news” section on a website, or through social networks and other brand communication outlets.
But the internet news industry is crowded, making it difficult to produce material that will perform well in search engines and therefore be noticed by readers. This means your news content optimization efforts need to be thorough and accurate if they are to be noticed and generate the kind of sustained reader attention that will ultimately assist your bottom line.
When trying to optimise news material, it’s important to keep in mind the following:
In order to have your website’s news feed displayed in Google News results, you must submit either your blog or press release pages directly to Google News.
If your work passes muster with the Google news team, it will be included in relevant news searches. Every site that wants to offer news information to Google News must adhere to certain guidelines.
Publishing news information on par with other legitimate news sites requires using static URLs, which means that each story must be written and published on its own unique page.
News articles should be keyword-optimized in the same way that other content kinds are. The article’s body should indeed feature your target keywords, but you must be careful not to over-optimize the piece (i.e., stuffed with keywords). If your news story also features photographs or videos, make sure you optimise them all in the same way.
The headlines of news articles need to be intriguing if they are to attract readers. You want your news material to rank highly in news results, just as you would want a web page to rank well in conventional search engine results. To do so, it is necessary to include your desired keywords in the news content’s metadata.
In the grand scheme of things, optimising content is a crucial step in creating and promoting content. The optimization process will go more smoothly if your content creators take into account all of the optimization factors while crafting your text, images, videos, and news. After all, without proper optimization, your content will not perform as well as it could.
Can you think of any more suggestions for improving the performance of web content that you would like to offer?
Trying to figure out which content marketing strategies would yield the best results for your company? You learn more about how to implement these strategies, read our guide, Building the Perfect Content Marketing Mix.