Google’s helpful content update has concluded, shifting our focus towards reviewing and improving content. Though the impact wasn’t as significant as many expected, it certainly underscores the need for content created by people for people. With this in mind, optimizing content for both audiences and search engines is feasible.
Here are my top tips for enhancing your content for improved search results and satisfied readers:
1. Review the readability
One of my primary tips for optimizing online content is assessing readability.
Online reading differs from print; shorter, simpler sentences are easier to digest. In the U.S., the average reading age is 12-14 years old. In the U.K., writing guidelines recommend an understanding level for a 9-year-old, according to the Office for National Statistics.
Readability is crucial and often overlooked. Search engines favor “readable” content through natural language processing (NLP) to grasp relationships between words. Complex relationships can obscure the intended meaning.
For example, originally complex sentences improved readability when simplified, making them more relevant to the intended topic.
2. Keep language simple, precise, and concise
In line with readability, it’s best to keep your language accurate and succinct. Remove unnecessary or complex words, and write in a simple form while maintaining rhythm to keep readers engaged. This clarity helps both readers and search engines process content more effectively.
3. Use synonyms and close variants
Avoid repeating the same terms, which can make content monotonous. Optimize by using synonyms to make reading more engaging and provide search engines with contextual variety, enhancing search performance and allowing for broader ranking opportunities.
4. Research and include related entities
Content is a collection of entities with understood relationships. Explicit connections (like Buckingham Palace and the Royal Family) are clear, but subtle connections require research. Proper associations help build context, which benefits both readers and search engines.
5. Structure your content
A logical, ordered structure makes content easier to digest for readers and interpret for search engines. For example, structured guides are clearer and more effective than disorganized tips.
6. Use headings
An effective heading structure aids both human readers and search engines. Clear headings help readers navigate content quickly and assist search engines in understanding topics and their importance.
7. Use formatting correctly
Appropriate formatting conveys meaning. Numbered lists imply sequence, and bullet points indicate equal importance. The right formatting makes it easier for readers to process information and helps search engines recognize content structure.
8. Use a contents section and jump links
For long-form content, a contents section with jump links helps readers easily navigate and enhances user experience. This also benefits search engines by clarifying the focus of passages.
9. Choose usefulness over word count
Focus on providing depth rather than hitting a word count. Content written just to meet a length requirement can be empty and lack meaning, making it less useful for readers and less valuable to search engines.
10. Do your search term research
Base content on research, focusing on what your audience is actually searching for. Aligning with search queries improves both user satisfaction and search engine accuracy in serving your content.
11. Identify an appropriate scope
Consider the scope of your content. Combining or breaking down content into more focused pieces can improve its effectiveness and search performance.
12. Give direct answers to questions
Provide clear, direct answers to questions. Readers look for definitive information, not debates. Directness helps with reader satisfaction and can improve search visibility.
13. Use images to improve understanding
Images can enhance understanding and make key points more memorable. They also improve search performance by boosting click-through rates and appearing in image searches.
14. Add videos to improve the experience
Adding videos can greatly enhance content. While creating original video content provides search benefits, embedding useful videos also enriches content and can improve engagement.
15. Assess internal links
Ensure your content links to and from other useful internal resources. Internal linking improves user experience and search engine content discovery.
16. Update external links
Adding external links to authoritative sources builds trust and value. Regularly check these links to ensure they remain relevant and helpful.
17. Give examples
Provide real examples to explain concepts better. Examples add credibility and make content more engaging and practical.
18. Ask the experts
Incorporate expert quotes to enhance content. This adds credibility and potential for extra backlinks and social activity.
19. Find a new angle
Approach topics from a unique perspective to add value. Avoid summarizing existing content without adding new insights.
20. Include data
Use data to back up claims and add depth. Unique data can attract backlinks, enhancing search performance and credibility.
21. Keep it up to date
Regularly review and update content to keep it current. Freshness is a ranking factor, and up-to-date content maintains relevance and accuracy.
22. Keep it relevant
Ensure content is relevant to your expertise. Irrelevant content can confuse readers and perform poorly in search.
23. Take your time
Allow enough time to develop high-quality content. Thoroughly optimize older content to meet current standards.
24. Analyze the results
Use data to guide content optimization. Analyze search performance and reader engagement to identify what’s working and make adjustments as needed.
25. Check and check again
Ensure thorough proofing to avoid errors. A review process can help maintain content accuracy and quality.
Balance humanity and SEO
Strive for a balance between optimizing content for search engines and people. A user-first approach grounded in SEO principles is ideal, ensuring search engines drive an audience to content that satisfies readers upon arrival.
