Are you looking for ways to improve your website content? Want to optimise your content for Google and convert more traffic into leads?

SEMrush share their tips for success (along with the tools they offer to help) in this infographic.

How to Optimise Your Website Content to Improve Google Rankings & Conversions [Featured Image]

They break things down as follows:

  • Find the right keywords
  • Manage keyword density
  • Add visuals
  • Add internal links
  • Becoming a link magnet
  • Leveraging influencers
  • Think carefully about CTAs

Check out the infographic for more detail.

Web design from £99 CTA Banner

How to Optimise Your Website Content to Improve Google Rankings & Conversions [Infographic]

Your website’s content is the single most important element of your marketing strategy, and it can have a huge impact on whether you rank well in Google and get traffic from your keywords, or whether you just get lost in the noise online.

Here are some tips to help you optimise your content so that it helps your Google rankings and conversions from search engine traffic increase at the same time.

Find the right topic and the right keywords

When you want to optimise your website, one of your first steps should be keyword research. Keywords are words or phrases that people use when searching for content online.

Choosing a set of keywords is a crucial part of optimising your website for search engines, but it’s just as important that you choose keywords that are relevant to your content.

Make sure they fit naturally into your content and add value for readers, without being overly salesy. We recommend using keyword research tools like SEMrush or Moz to figure out which keywords will work best for your site.

It’s also worth doing some local market research on how potential customers search online in order to come up with variations on more generic terms.

Find Semantically Related Keywords

Once you have established your target keywords you should also compile a list of related keywords that users might search for.

These are less likely to be searched by users but can boost search engine rankings if incorporated into your content.

This will help draw more traffic and ultimately lead to more conversions and sales/leads over time.

Establish Your Structure

Before you even start writing, make sure you have a solid structure in place.

You can do a lot of different things on your website, but every piece of content needs to be carefully thought out and constructed around a logical progression from one idea to another.

If you’re not careful, your website will become cluttered and hard for visitors to navigate.

Manage Keyword Density

Keyword density is how many times you use your keyword in relation to other words on a page.

It’s extremely important not to overdo it, otherwise Google will detect keyword stuffing which could kill your rankings completely.

It really depends on the total word count of a page, but make sure you include your target keyword 3-5 times per page, but no more than that!

Add Visuals

Creating relevant and interesting images for your website, as well as using relevant videos, can help attract traffic.

If people like what they see on your site, they’re more likely to share it with others, which in turn helps you improve your rankings even further—aka earn higher search results!

Additionally, since these types of visuals are more likely to be shared online, you’ll be creating content that is far easier for potential clients to find when searching for specific services or information about your business.


Interlink Your Pages

This is one of the easiest ways to help search engines better connect your pages.

Search engines use anchor text (text that appears in a link) and other factors, like how often keywords appear on your site, to determine what’s most important about your site. One of these factors is interlinking.

Interlinking helps increase relevance across related pages on your site by providing search engines with more information about what each page is about; plus, it gives users easy access to related topics.

Cover the Topic in Depth

Readers want information that is in-depth, comprehensive and easy to find. Don’t just cover a topic in a 500 word post when it can be adequately covered in a 2,000 word one.

The longer length allows you to add extra details such as images and video (where relevant). Such posts tend to rank higher for more competitive keywords because they offer lots of value.

Consider the Technical Elements

There are various elements on your website that can be optimised to increase your search engine ranking. You should pay attention to the obvious ones like page title and image alt tags etc.

But perhaps more importantly, with Google’s Page Experience update, you should pay most attention to your Core Web Vitals. Make sure the page is fast loading for your users.

This will not only benefit SEO but it will provide a better user experience which can lead to higher conversions, or more people coming back to your site again in future.

This will help improve your rankings further down the line.

Update Your Content Regularly

Search engines prefer websites that are frequently updated over those with static content.

If you want to keep your rankings high, make sure you update your website frequently. That way search engines know that your site is current and deserving of higher placement in search results pages.

Updating your content can also help increase user engagement, which encourages repeat visitors to come back more often.

Become a Link Magnet

To get your content noticed, it’s important that you build backlinks. A backlink is a link on another website pointing to yours.

The more high-quality backlinks you can get (the ones that come from authority sites) and the more diverse they are (i.e., across different domains), the better your chances of improving your rankings in search engines like Google, Yahoo!, and Bing.

You can earn links by creating content worthy of people sharing on their own website. So create things like useful, detailed blogs, infographics or videos based on hot topics which relate closely with popular queries people use when they’re looking for information online.

Research Backlink Opportunities

Sometimes you can’t sit back and wait for website owners to link to you, you need to give them a friendly nudge first. Using manual outreach you can promote your content to webmasters and see if they are interested in featuring your content.

Take the time to establish who is a good backlink opportunity though, quality beats quantity here. Make sure their audience aligns with yours, check out their social media metrics, look at what other content they have published etc.

It’s all about being picky when it comes to seeding off-site links because it’s one of many factors that contribute towards ranking well in Google’s search results.

Promote Social Sharing

Did you know that 97% of people who liked, shared, or commented on a Facebook post also visited that page? This means you’re missing out on huge traffic opportunities if you don’t make it easy for users to share your website.

Social sharing is an extremely powerful tool in your marketing arsenal: You can ask users to reshare and re-engage with content, and any time someone shares your content, they become a potential new visitor.

Leverage Influencers and Experts

A great way to drive traffic and increase social shares is by having experts promote your content. Try reaching out to influencers who are already writing on topics related to your site’s niche.

If you have new, useful information they will want to share it with their audience. Building relationships with these experts can help them become loyal advocates of your website in return for exclusive offers, contests, etc.