On-Page Content Strategy

- July 20, 2011

If you have ever worked with an SEO company, you know it is said over and over that content is king. Content is the food that feeds search engine crawlers. Having between 200-300 words, per page, of unique content is considered an SEO best practice. However, there is more to it than just the amount of words on a page. As with everything surrounding internet marketing, there should be a strategy for the content you write.

Incorporating quality content that is well researched with proportionate keyword density is a great way for your site to get recognized and ranked by search engines. Taking the next step to ensure your content is fresh and engaging will help lead to clickthroughs and conversions. Nevertheless, the foundational steps to optimizing content are paramount.   There are strategies that are more scientific, and then there are those, which are more artistic. Let’s discuss…

Writing quality content is extremely important. You want your content to read well and be free of any spelling or grammatical errors. Some questions you might what to consider when writing content for your pages are: Does it offer a reason for people to spend time reading? Does the content I am writing offer real value?

Good keyword research is also important when drafting your page’s message. You want to create content using keywords – “the search terms people are using to find your website.” Doing this, in effect, optimizes your page with content that actually “answers” a visitor’s query. From there, look to craft your message with language your industry would use.

Moving on, we come to keyword density — “the amount of keywords used in correlation to the total amount of words on any given page.” In this strategy, you want to be careful not to overdo the amount of keywords; rather, you want place them in strategic places, such as the h1 tag, and use the remaining text to compliment the keyword theme. A good keyword ratio for “best practices” keyword density is 2.45%.

Once you have completed the above steps, you will want to start incorporating your message into a flow using your own words. This would be having fresh and engaging content – the art of SEO. This strategy is what is going to give your visitors that extra motivation to “convert.” Likewise, it is going to distinguish your website in the eyes of the search engines. As this approach is more fluid, it is difficult to provide detailed insight. Rather, I can offer a few thoughts to consider when writing:

Be human when writing. Think about why people are visiting your website. Do not try to overdo, such as crafting a message that attempts to over sell a visitor. Also, refrain from copying what another site says. Simply share your message and include calls to action, such as “contact us today.” This should take care of the engaging portion. Being authentic in your writing style and that will take care of having fresh content.

All-in-all, content is king when it comes to SEO. Take your time when drafting the text for your pages. Allocate time for research before and during your writing, and be sure to get feedback from others around you. At the end of the day, the science is the science. It is pretty straight forward, but taking the science portion and making it read well, while engaging the audience to convert is the art of good optimization writing.

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