Optimizing content for search: A 4-step guide - Search Engine Land

SEO and content are both powerful on their own.

But it’s the combination of the two where you see the best results.

It isn’t just optimizing your content for search but instead, taking a different approach and creating a single SEO content strategy.

When we talk about optimizing content for search, we often highlight what you’d expect.

• Choose a keyword.
• Use that keyword in your
  • Title tag.
  • Meta description.
  • Header tags.
  • Copy.
  • Image file name.

That will get you some results. And a few years ago, that was truly all you needed to do.

But today, you need to do way more to get better results.

You need to intertwine SEO and content so they’re one in your strategy.

How to get better results from your content

Start by thinking about your audience.

• Who are you writing for?
• What are they interested in?
• What questions do they have that you can answer?
• What terms do they use for the topics that you write about?
• Are they the same words you use, or are they different terms?

If they’re different, you need to take note of that and speak to them in their language by using the words they use, even if they’re not your brand terms.

Everything you create should be designed to help your audience. If you’re not providing valuable content, they will not come back again and read more.

Your goal with all content development is to become a trusted resource for your audience. When users know they can get the answers they need from you, they’re more likely to return and share your content...

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