Now, let’s take a look at each of the 18 elements you can optimizeto maximize the value of your content.No single optimization is going to make or break yourcontent’s performance.But implementing these optimizations as best practice in eachpiece of content you create will make it more appealing to searchengines and readers alike.Enter your text here...
Keywords
Keyword research sets the stagefor the rest of the performance.Diving into keyword researchallows you to explore the marketlandscape, trends, and competitorsthat can provide a holistic view ofyour target audience’s needs.KeywordsThis is the part where you need to establish whether you’recreating pillar content or supporting content that assiststhe pillar content Think of it like this:After you determine what type of content you’re creating,you need to bucket your keywords into three main groups to
Informational keywords target a specific question or general query.
Use these keywords as the bones of your content creationprocess. If you don’t understand your user intent from the start,your content will become brittle and a struggle to complete.There are different criteria you’ll want to look at as you evaluateyour keywords, as well. Social media is a great place for keyword inspiration, too. TwitterSearch, Facebook Ads audience targeting data, and Instagramhashtags can be a goldmine of keyword insights.I shared eight tips for using different social tools and platforms forkeyword research here.That should give your keyword strategy a solid start!
Keyword Optimization Best Practices
Then, forget about outdated SEO tips and tactics that tell youthat you have to hit a certain keyword density, use LSI keywords,or use specific keywords in super specific places.Yes, it makes sense to use the words you want people to use tofind you in your page title.Yes, you want to use relevant keywords in your subheadings andlogically throughout your text.But, you should write for the reader and use these keywordsnaturally as a result of your topic focus, not for Google.We’ll talk more about how and when to use keywords for perfectlyoptimized content in upcoming chapters
Mobile-First Design
Mobile-first and responsive designis a no-brainer when it comes tooptimizing content.Mobile-first design refers tothe progressive enhancementsdesigners make by designing forthe smallest device first.13 Unique & Free Keyword Research Tools You Didn’t KnowYou Needed, Maddy OsmanSEO Keyword Research: 15 Of The Biggest Mistakes YouMUST Avoid, Anna Crowe (that’s me!)Mobile-First DesignAngie NikoleychukContent Marketing Manager,Search Engine JournalMobile-first = content-first.Responsive design, however, refers to when designers shrink thedesktop version for user experience Both work for Google’s mobile-first indexing if they’re done right
Mobile-First Design Best Practices
When diving into mobile design, work with your designer tocreate a visual hierarchy to deliver the most importantelements first.Make titles prominent and keep them directly above the relatedcontent to help users make the connection.A mobile user may have different priorities and needs than adesktop user. For example, they may be looking for location,business hours, or product information, while a desktop user maybe seeking more general information while comparison shopping.Make sure the important items are listed first and are noor low click.Use icons and design elements to help convey meaning andprovide context.Page load time is important. Avoid large graphics, popups, andother elements that can be data-heavy, load slowly, or interfere with usability.Mobile-First Design Best PracticesBoth work for Google’s mobile-first indexing if they’re done right.PERFECTLY OPTIMIZED CONTENT: FROM START TO FINISH58With space at a premium, make navigation intuitive and easyto use, with the most important and commonly used pageslisted first.Site architecture matters. List priority pages first and reduce thenumber of links in the navigation menu if necessary.Reduce the number of required clicks and page loads.Combine or eliminate steps by combining the cart andcheck out, for example.Long, detailed forms with lots of text boxes can be difficult to fillout. Keep them simple, concise, and break them up into multiplestages if you need to. Every device and screen size will render the site differently. So,make sure to use virtual device testing software.
Mobile-First Design Examples
Despite offering multiple services, Expedia makes each optioneasily accessible and the call to action is clear. Checkboxes allowyou to complete multiple searches at once. Because Uber users normally use the app, they make working forUber the prominent option while still allowing users to sign in oraccess one of their services.
Core Web Vitals & Page Speed
Before you ever put pen to paper(or fingers to the keyboard, as thecase may be), a technically soundwebsite is a must.A slow-loading page can frustrateusers to the point they bounce,while crawling or indexing errorsCore Web Vitals & Page SpeedMiranda MillerManaging Editor,Search Engine Journalcan keep your quality content from even getting found inthe first place.Now, it’s important to note that while Core Web Vitals (CWVs)and page speed are both Google ranking factors, CWVs workin a slightly different way.Google has been crystal clear that page speed is an importantuser experience element. Having a slow site could very wellhurt your rankings 64But CWVs are a kind of a ranking bonus. There’s no algorithmicdowngrading or suppression of your site if you don’t achieveoptimal scores.Core Web Vitals are a set of metrics that enable you – andGoogle – to dig deeper and evaluate how well your page loadsusing real-world data.It’s an opportunity for your page to get a bit of a lift; a reward fora job well done.In response to a recent debate over the significance of CWVs,Google’s John Mueller said