SEO Basics 2017 Guide – Content Optimization

SEO Basics 2017 Guide – Content Optimization

Following on from SEO Basics 2017 Guide – Part 2, where we covered how to improve site structure, in SEO Basics 2017 Guide – Part 3 we will look at Content Optimization.  If you missed any of the earlier parts you can read them by clicking the link below:

SEO Basics 2017 Guide - Part 3 content optimization example

A user likes your content and references it in a blog post.

Offer quality content and services


Interesting sites will increase their rankings on their own.

The strongest form of marketing for any product or service is word of mouth. Therefore, if you have quality and engaging content people will automatically click on it. You will have come across many articles, blogs, videos, images that have gone viral. This sort of content will not require much SEO as it will spread organically as people will want to share it through email, social media, forums etc.

You should always look to anticipate users requirements and needs and offer relevant content. You will also need to think about what a user might search when looking for specific

SEO Basics 2017 Guide - content optimization Keyword Planner tool example

Keyword Planner tool Example

content. Users who know a lot about a specific topic may use a variety of different search terms. Therefore, you need to have your content optimised for different keywords.

Google Adwords provides a keyword planner tool which is very useful to generate keyword ideas along with Google Webmaster Tools which can be used to provide you with top search queries your website ranked for and ones that lead most to your website.

Best Practices:

  • Write easy-to-read text
  • Stay organised around the topic
  • Create fresh unique content
  • Create content primarily for users, not search engines!


Write better anchor text


Suitable anchor text makes it easy to convey the content linked.

Anchor text is clickable text that users will see as a result of a link, and is placed in within the anchor tags <a href=”..”> … </a> You can use anchor text as a means of content optimization.

The text also tells Google and users something about the page you’re linking to. You can have internal links- linking to pages within your website- or external links – linking to pages outside your website. In either case, the better the anchor text the easier for users and Google to navigate.

Best Practices:

  • Choose descriptive text – anchor text should provide at least a basic idea of what the link is about.
  • Write concise text
  • Format text so that it is easy to spot


Optimise your use of images


The “alt” attribute provides image related information.

Google cannot read pictures – that’s why the “alt” attribute improves your SEO. It also provides information about the picture should the image not load, helping to improve the user experience. If images are acting as a link, the “alt” text for that image will act like the anchor text.

 Store files in a separate image directory and keep them in a more common file format.

Instead of having your image files spread about all over the place consider storing your files in the same directory.  Use commonly supported file formats – JPEG, PNG, GIF and BNP are read by most browsers.

Best Practices:

  • Use brief and descriptive filenames and “alt” text
  • Supply alt text when using images as links
  • Supply an Image Sitemap file

Use heading tags appropriately

Heading tags are used to add structure to your website. There are six HTML heading tags, starting from <h1> going up to <h6> – <h1> being the most important.  Multiple heading tags can be used to give a hierarchical structure to your content.

Since each heading tag is of a different size, it can be used as a visual cue aiding users to understand what is underneath that particular heading.

Best Practices:

  • Imagine you’re writing an outline – put some thought into what the main points and sub-points will be
  • Use headings sparingly across the page.


Read SEO Basics 2017 Guide – Part 4 here.