Website Optimization | Content Optimization. Search engine optimization of sites is a whole complex of works, which involves making such changes to the site that will contribute to its promotion in search engines. An important part of site optimization work is internal optimization and, in particular, content optimization. What is included in the concept of website content optimization?
The content of sites is all their content, including the texts with which the site is filled, and various images, and video materials. Content is exactly what users actually come to sites for. Usually, content optimization is understood as various works aimed at increasing the relevance (compliance) of a site with thematic search queries.
Optimization of site content includes, as a rule, work with keywords on optimized pages, work with images and video materials, as well as work on the design of text materials. Content optimization is usually carried out immediately when filling and publishing a site, but it is also possible to optimize content for an existing site.
Work with keywords in the framework of website optimization is carried out in accordance with a pre-compiled semantic core – a list of thematic keywords that most accurately describes the products or services offered by the site. Words for the semantic core are selected using keyword statistics services that display the popularity of certain searches among Internet users.
When optimizing keywords in the texts on the site pages, the density of keywords and their total number are taken into account. So, according to the recommendations of search engines, today the keyword density on a page is considered optimal, equal to 2-3% of the total number of words on a page. Moreover, one page is optimized for no more than 2-3 or even 1-2 keywords.
Keywords must be relevant to the texts in which they are contained, in other words, they must fully correspond to the subject of the texts. For example, it will not be useful to optimize the text of a website page with the key phrase “buy concrete” if the text itself refers to, say, manicure tools.
Image And Video Optimization.
Today, search engines welcome the availability of thematic images and video materials on the pages of sites that make the text content of sites more understandable to users. At the same time, of course, the images and video materials on the pages must be optimized.
Optimization of images in the content of sites includes optimization of their size (“weight”) and quality, and the general optimization rule is as follows: the image size should be such that, with good quality, the image “weighs” as little as possible.
Image optimization also includes optimization of alt and title parameters – they indicate alternative text and image titles, respectively. The optimized alt and title parameters should contain keywords that correspond to the subject of the text of the page on which the image is located, as well as the subject of the image itself.
Optimization of video materials in the content of the site implies the competent placement of the necessary videos on the video hosting, and then the competent embedding of these videos in the pages of the site. So, when posting a video on video hosting, you need to give the video a thematic title and description containing keywords that optimize the site. In addition, you must fill in the tags (tags) with keywords.
When embedding a video clip in one or another page of a site, search engines today recommend using semantic markup (microformats, microdata). This approach makes it easier for search engines to extract and process data from the site for subsequent presentation in the search results in a more convenient form.
Optimization Of Text Design In Site Content.
The perception of the textual content of the site largely depends on its design, so the optimization of the text design is very important. The text on the pages of the site should be easy to read, so it’s useful to format it using bulleted and numbered lists, headings of different levels, and font selection.
Search engines recommend using h1-h6 headings in the text of the pages of the site, which should include keywords. At the same time, the number of such headers should be moderate, for example, one heading of the first level (h1) is quite enough, but the headings of the second or third levels (h2 or h3) maybe a little more. Headings of the sixth level may be present on the page in an amount of not more than 6-7 pieces.
Keywords used in the text of the optimized page can be highlighted with strong tags. These tags let search engines understand that the words they contain are important to the site. There should not be too many strong tags on the page, otherwise, they will not perform their task.
By the way, when making texts on the pages of the site, the already mentioned semantic markup can be used, because it is useful not only for embedding videos but also for filling the site with content in general. For example, when publishing contact information about the company that owns the site, semantic markup helps to structure this data and improve its display in the site snippet in search results. As a result, the snippet looks more attractive, which is an additional incentive for users of search engines to switch to the site.
Competent content optimization allows the site to significantly improve its characteristics in terms of search engines, and this ultimately leads to the fact that the site is better indexed and becomes more competitive in the struggle for TOP-10 search results. That is why it is very important to entrust the optimization of content on the site to real professionals – such as the team of GCC MARKETING web company.