When it comes to creating SEO-oriented content, we must do it regularly and constantly, even if it requires time and effort.
That is why it is a good idea to review content that has already been created, as it is a good way to give it a new approach without having to write it from scratch.
In this post, we are going to talk about how to optimize an article for SEO with a few simple steps. We will save ourselves from having to create new content and we will give a new use to the content we have already created.
Remember that the basis of any positioning strategy is to always have updated and regular content, one of the keys to SEO copywriting.
- How to optimize an article for SEO? Create an attractive title with your target keywords
- Introduce headings to prioritize content
- Make sure you have optimized meta tags
- Include image or video
- Introduce CTAs or calls to action
- Add internal links whenever possible
- Check the length of your content
- Need help optimizing your content?
How to optimize an article for SEO? Create an attractive title with your target keywords
The first thing to look at when we want to optimize an article for SEO that we have already created is the title, as it is the part that will capture the attention of our readers the most.
If the title does not make users want to click on it and continue reading, it means that there is a chance to improve it and make it more attractive.
Moreover, since the goal is that this piece of content can now rank in search engines, we must take into account one of the pillars of SEO: your target keyword for this specific content.
Always place your keyword in the title of the content. This is the most effective way to indicate to search engines that the article includes specific content about that target term.
Introduce headings to prioritize content
Another error that we can observe when we want to optimize an article for SEO that we have already published is that it does not have a hierarchical structure. This is one of the keys to writing correctly for SEO.
This feature is important because it tells search engines how the content is organized within that piece, which helps them understand whether or not that page or article is actually about the keyword you are targeting.
The way we introduce a hierarchy in content is through meta headings tags.
These are organized from highest to lowest as H1, H2, H3, H4, H5, and H6. The first one is assigned to the title since, as we mentioned in the inner point, it is the most important fragment of the content.
Normally, it is interesting to include between 2 and 8 H2 headings, although there is no official number about how many is ideal to place. It all depends on how the article is organized or how long it is. For example, this article has 7.
Once we have clarified and organized the content of our article by means of the meta tags of headings, we must also pay attention to other equally important tags. These tags are the ones that will make the difference when it comes to optimizing an article for SEO.
The title tag is the one that, in principle, is not as visible as it seems but is equally important. We can see this text in two ways:
- In the title of the result that appears on Google
- By placing the mouse pointer over the browser tab in which the content is located
The descriptive text that appears just below this title in the Google result is another area that should be optimized, if not already done.
This is the meta description tag and is the text that search engines use as an explanatory extract about each of the results of a search.
If we do not put anything in this area, Google, for example, places the text that it best interprets as the description. But of course, it does not always get it right and may be showing something that does not provide real value to that result.
Therefore, it is important that we are the ones who mark what these search engines show as a description.
Include image or video
Another valuable element when we want to optimize an article for SEO is an image or video.
There are many articles and published content that do not contain any images or video, which is always an opportunity to introduce this simple enhancement.
Illustrating any content with good, high quality, visually appealing image raises your chances of readers continuing to read or even share that article.
Once we have added a good image to our content, we should not forget that an important SEO tag should also be placed there: the Alt attribute.
This attribute is also a cue that search engines read to understand that the content, both written and visual, contains the target keyword.
That is why we must also include a short description containing our target keyword in this tag.
Introduce CTAs or calls to action
As in any piece of written content, reading should be fluid and entertaining, but we should not miss the opportunity to invite our readers to perform some action while browsing our content.
This is where calls to action (CTA) come in.
These calls are usually buttons where we invite users to do something, such as send a message, contact us or fill out a form.
These CTAs can make the difference between content that does not produce results and one that gets more interactions with the brand or business.
Creating interesting and entertaining content is the first step in getting your audience to see you and understand that your brand or business offers what they are looking for.
But when we want our content to appear more prominently in search engines, we must implement more actions.
One of them is the introduction of internal and external links in our content.
In this case, we will talk about internal links as they are the ones that point to our own content, which is the one we want to highlight.
Well, a good strategy of internal links can help us enormously to position and increase our visibility.
The idea is to create related content and interlink it through links so that search engines understand that your content is complete, that it adds more sources of value, and that it shows authority.
One of the most effective tools to achieve this SEO goal is the creation of topic clusters. You have more details on how to build them here.
Check the length of your content
If we want the content we have already created to be optimized, we should also look at its length.
Studies show that longer content is more likely to rank and performs better with online readers.
Source: Search Engine Land
It is usually recommended to create content of 600 words or more, although it will also depend on whether we are covering the objectives of our content in that length.
There is no rule about length as such, but this graph clearly shows how longer content performs better in search engines.