Content Optimisation
The aim of Content Optimisation is to make the right content elements stand out and be indexed by the search engines. The ‘right elements’ will predominantly be the keywords you have decided to target (following keyword research). These will be keywords that are used by potential customers to search for your products and services.
The methodology usually used to do this involves looking at the primary HTML structure of the content of the page and ensuring that the keywords that need to be focused on appear in the right parts of the page, in the right frequency, including the use of keyword variations and synonyms.
This includes the optimisation of – title tags, Meta tags, URLs, header tags, image alt tags, in-copy links and the use of text emphasis.
Advanced Optimisation
But simply working on keywords is a far too simplistic view of how to get your site to be viewed as relevant. The entire index-able content of your site influences your sites relevance and its ability to rank for the keywords you are targeting.
Search engines want to see unique, quality content that is thematic and that is added to or updated regularly. Content will primarily be seen as text (HTML text as described above) but can also be images, video, audio, PDFs and maps.
Our role is to identify how best to optimise the content of a site. It may be as simple as adding keywords in the right structure to the current content but it may just as well be about writing and adding new HTML content, as well as images, videos etc.
