How to Optimize Website Content for SEO
Ready to launch some new content? Here's where the rubber meets the road. This SEO tutorial step is LOADED with free tools and advice for how to optimize your website content according to what is natural among competitors. You'll find our Single Page Analyzer and other free SEO tools below that are invaluable for measuring both your competitors' and your own on-page content.
In this lesson, you:
1. Learn guidelines for how much content is required.
2. Run a free tool to find out specifically how much content YOU need for your web page optimization.
3. Look at competitors' critical page elements to help you optimize your own.
4. Confirm that your web page content hits the mark using our most popular SEO tool.
In general, write each web page around one primary keyword phrase and up to two secondary. Focused content yields stronger keyword relevance and better-satisfied visitors, too, because the page delivers what they searched for. Site-wide, you may have hundreds or thousands of active keywords assigned to different pages. Your keyword list can grow as your website grows, as long as you have enough content to support your relevance to each keyword.
Always be careful not to overuse, or "stuff," keywords. As we stressed in Step 5, write for users and go for quality. Just also incorporate keywords strategically through the page (as explained in the previous step) to help search engines identify what your page is worthy of ranking for.
To rank for a keyword, how much text per page and how many pages do you need? Well, each page needs enough original text content to compete. The right amount will depend on what's normal for that keyword. If all the top-ranking pages have 1000 words, then you'll also need 1000 words of text. Competition aside, here are general SEO recommendations for page length:
• Research pages: 500 to 600 words minimum per page
• Ecommerce pages: 300 words minimum (shopping pages tend to have lots of product pictures)
• Blog posts: 200 words minimum per post
Examples of non-competitive, brand, and competitive keywords.
As for how many pages will establish your relevance, you'll need to match your competitors' amount of content about that keyword. Here's what to expect:
• Non-competitive keywords: One relevant, high-quality content page about the keyword might be enough to rank, if the keyword falls within your overall site themes.
• For competitive keywords: For tougher battles, you'll need a landing page plus some subpages to support your subject relevance.
Landing pages are where you want people to "land" when they come from a SERP. A landing page should offer keyword-focused content and give users a good first impression of your site.
Subpages link to/from the landing page and support its subject relevance with detailed, related content. (You'll learn SEO tips for site architecture in Step 12 of this tutorial).
• For brand/main keywords: Some keywords naturally appear across many pages, strengthening your relevance site-wide. For example, our website is packed with resources on "Internet marketing" and "SEO," our main service descriptions, and our brand name, "Bruce Clay, Inc." Almost every page naturally uses those site-wide keywords, though each term still has its own focused landing page.
How does your website optimization stack up? To help you figure out how much content you may need to be competitive, the Domain Indexing Report below checks to see how many pages your competitors have indexed in Google, Bing and Yahoo.
As you're writing the Title, Meta Description and other elements critical to your web page optimization, you may find it helpful to compare what your top competitors have written. Using our free SEO Multi-Page Information tool, you'll be able to read the all-important Title tag, Meta tags, and H1 heading tag for many pages all at once, as well as whether the page has a rel="canonical" tag.