Content and search engine optimization are closely linked, so it can pay dividends to consider the latter when you are creating documented strategies and considering the best ways to execute your campaigns. Here are three simple methods for driving better results from SEO.
Delete low-quality content
Content campaigns are generally rooted in the desire to create new web copy, but it can be useful to look to the past. Deleting outdated and low-quality content could give your webpages a boost in SERPs. To begin the content pruning process, use a tool such as Screaming Frog to crawl your website for URLs. You can then review each page to evaluate what content needs to be jettisoned entirely and what could be repurposed or recycled.
Improve content quality
Deleting old content can also be the first phase of an updated project. Content should only be deleted entirely if there is no chance of it being able to meet the needs of your visitors and customers. Existing content will have a Google history, so it makes sense to give it a spring clean. You could edit it so that it’s more readable, add new visuals such as images so that it’s more engaging, or sprinkle in new research or statistics so that it’s more informative.
In addition to adding in new content, consider factors such as word count and depth. The best-performing pages in search engine rankings are generally more in-depth and capable of not only answering an original query but also offshoot topics and serving other aspects of a customer’s journey. You could include FAQs, summaries, tech specs, and case studies to improve your edited content output.
Improve page speed
Consumers want fast-loading content and are no longer willing to wait around to read or view web copy, blogs, and articles. You risk turning a potential customer away from your brand forever if a webpage takes too long to load, especially if a competitor is capable of delivering a better digital experience. Don’t give them a chance to navigate elsewhere. To improve speeds, try not to use budget web hosting, reduce HTTP requests and optimize media files. You should also optimize your webpages for mobile.