7 tips for content optimization for a better Google search engine ranking

Google requires websites to publish "high quality content". Search engine representatives emphasize that this is a crucial factor in successfully promoting the website. Let's find out what it means to optimize the content for the local SEO, why it is necessary and what you have to do to make the website better known naturally with the help of Google.

Here is a list of the topics we'll talk about in this article:

1. What is content optimization?
2. Why is it important to optimize the content?
3. Content optimization for the best positions in the Google local SEO ranking - the 7 best tips:
3.1. Pay attention to the functions of the SERP
3.2. Choose your topic
3.3. Select the keywords
3.4. Structure your content
3.5. Optimize the title tag
3.6. Optimize the meta description
3.7. Create high quality content
conclusion

1. What is content optimization?

Filling the pages with valuable information. The optimized content simultaneously fulfills the wishes of the users and the requirements of the search engines. This enables people to achieve their personal goals (receive information, choose products and buy) and show the search robots that the information on the page is
optimized for inquiries. So content optimization is about filling the website with information that is valuable to humans and Google robots. It is not always easy to solve two problems at the same time. We'll look at how to do that below.

Success in local search engine optimization is the result of integrated work. 

2. Why is it important to optimize the content?

Studies have confirmed that websites that can be found on the first page of the organic SERP generate an average of 91.5% of all traffic. 51% of total website traffic came from organic search, 10% from ads and 5% from social networks. Google processes around 3.5 million searches a day. Are there any other arguments that underline the importance of search engine advertising? That is rather unlikely. Optimizing the website with local SEO for Google is still crucial to its success. People need search engines. If they need information, give
a combination of words, a keyword, or a normal question. If the website has highly optimized content relevant to that query, then it will show up in search results. The better the optimization meets Google's criteria, the better the position in the ranking.

Gone are the days of local SEO optimizing content by including as many search queries and words as possible. Websites with inferior and ambiguous content have been penalized (downgraded or excluded from search results) since the Penguin algorithm was updated in 2012.

The content must now be optimized for the search engine without neglecting the quality of the information. Put simply, you need to write for visitors, not search robots. Google's advanced algorithms are designed to increase your audience's satisfaction with search results.

3. Content optimization for the best positions in Google search rankings - the 7 best tips:

Your job is to give the visitor the most complete answer to his query, that is, to solve his problem. As you write please keep things in mind like adding multiple media, sharing on social media, readability, and internal / outbound links. But that's not all. We have prepared important recommendations to improve the optimization with local SEO of your content and to optimize the website with local SEO for organic search.

3.1. Pay attention to the functions of the SERP

The search results are not limited to the 10 links to the most relevant web pages. The search results page is now more diverse: at the top and bottom you can find contextual ads, and the page can contain links to related videos and images, an article in the encyclopedia, a page in Google Business, and so on.

Optimize your content based on the following factors:

• If you add images, infographics, or videos, optimize them based on relevant keywords so that they appear in the results.
• If you have the opportunity to provide expert answers to questions, then create an FAQ page (the questions must be formatted as sub-headings). You may then appear in the SERP's “People ask too” section.
• Dynamic content optimization with Local SEO is now in vogue, meaning personalized content changes depending on the needs of the visitor (e.g. automatic page display in the correct language).

3.2. Choose your topic

It is easier to optimize a website with a certain niche content than a website with a lot of diverse content. If you focus on a specific topic and create valuable content, then Google will rate your page as an expert on that topic. That will have a positive effect on the ranking.

3.3. Choose the keywords

Analyzing search queries will tell you what your potential visitors are looking for, what they're interested in, and what problems they're trying to solve. You can then use the selected keywords to create the content strategy and start local SEO optimizing the website. Here are a few recommendations:

• Look for inquiries on topics depending on the purpose of a particular page (product for sale, information, etc.).
• Analyze your search queries regularly, preferably once a quarter. If there are new relevant words in the search, then prepare optimized content on that topic.
• Use requests that are appropriate for your website. If someone searches for “ create a logo online ”, then he / she most likely does not want to read anything about the Logo programming language. He / she needs tips on creating a logo or is looking for a website that offers a tool that can be used to create a logo.

The "Keyword Tool" is one of the tools you can use to search for keywords for local SEO optimization:

3.4. Structure your content

Providing the visitors with relevant information is good, but it is not enough because the information is offered in the same quality (or even better) from hundreds of similar websites. Therefore, not only the quality of the information, but also the structure of the content has an influence on the ranking. The content of the page should include:

• Headings and sub-headings for easy page navigation
• Bulleted lists and numbered lists
• Images, videos and infographics with valuable visual content
• Quotes and links to sources
• Links to other relevant pages on the website

All of this will encourage the visitor to stay on the site longer. The session duration is an important ranking factor for Google because it indicates the quality of the content.

3.5. Optimize the title tag

The title fulfills several functions:

• reflects the name of the page
• will appear in the search results
• is displayed when links are republished on social networks
• helps the reader to make a decision regarding the relevance of the content
• contains the main page of the search query

If you want to tweak the title, then write a short title for the page, preferably up to 70 characters so that all of the words are visible. It should be a motivating offer with user-friendly content. You can include the main page of the search query in the title, preferably closer to the beginning of the
sentence. You need a unique title for each page of the website. It is forbidden to list only the requests separated by commas or to copy the content of the H1 header.

3.6. Optimize the meta description

When creating a description, keep the following guidelines in mind:

1. Recommended length: approximately 130, but a maximum of 160 characters . The exact length and density of the keywords in the description does not matter to the search engine. According to a study , Google creates its own “snippet” in two out of three cases.
2. The page description should contain the most relevant keywords, but none of them more than once.
3. The description should be followed by a meaningful sentence that briefly explains the content and motivates you to call it up.
4. The description should be unique for each page and different from the title.

3.7. Create high quality content

Based on the recommendations of Google employees, we have identified 6 criteria for the quality of the content of websites:

1. The length of the text. You can use the results of the Buffer study, or you can focus on the type of query that is relevant. Analyze the "TOP 10" of the search results for the selected search query and determine the average
   text length.
2. Readability. It is determined by the structure (see paragraph above) and the content. Uniqueness, the absence of errors and “empty” words, accuracy and focus on the audience are important factors.
3. Disclosure of the subject (subject). Do not dedicate the content to the search queries, but to the topic you have chosen. Relevance and coherence are valued much more by visitors and Google than the number of keywords used.
4. Uniqueness. Your content must be unique in terms of technology and content. Technical uniqueness means that you are not copying anyone else's content. The semantics are valuable. You don't have to rewrite other people's thoughts or utter familiar meanings. Valuable content is unique and reflects your expert opinion and your point of view.
5. Grammar. In short: you have to write without errors.
6. Viral effect. Visitors should want to share your content with others. The more recommendations with a link to your website in blogs and social networks, the higher your ranking in the search engine will be. People tend to enjoy sharing interesting content that includes valuable data, humor, and quality infographics.

Conclusion

Content optimization is one of the most important factors to improve your ranking on Google. The content of the pages is still a valuable criterion when evaluating the website. When you create quality content, you will attract visitors and improve the user experience. This will improve your ranking in search results.