The information Optimization Framework: [Intent > Topic > UX]

The Content Optimization Framework: [Intent > Topic > UX]

You’ ve most likely heard how it’ ersus necessary to write for people first, and search engines 2nd.

Yet what does that mean exactly? In this particular guide, we’ ll describe how to improve your content for SEO , without compromising on some of the elements that make it a delightful encounter for human readers.

What is content optimization?

Content marketing is the process of building the perfect piece of content based upon the expectations of users plus search engines for that topic. This typically includes matching the user’ s search purpose, making the content more extensive, adding multimedia like images and videos, and formatting content to become easier to read.

What is the content optimization process?

At Content Harmony, we divide the content optimization process into the subsequent framework.

We all recommend focusing on these three types of content optimizations, within this order of priority:

The Content Optimization Framework: [Intent > Topic > UX]

1 – Enhance for search intent & user expectations

  • Are all of us giving users exactly what they’ re searching for?
  • Does our content include the right material, in the right angle, using the right file format that search engines predict users want?

2 – Enhance for topic coverage

  • Have got we covered the topic in a granular level, answering as many relevant and related questions as possible?

3 – Enhance for enhanced user experience

  • Is our content organized in a way that’ s obtainable, engaging, and keeps readers interested?
  • Really does our content include related visuals, videos, infographics, or even bite-sized quotes that help users digest what they’ re reading?
  • Does our site download fast enough and offer simple navigation?

Why is content optimization important?

Content optimization is important because without this, all the time and resources you’ ve spent creating the content can go to waste. When you optimize content, you’ re giving yourself the best possible chance designed for search engines to index plus rank your content, and for customers to engage with it, share it, link to it, convert to some paying customer, and more.

This brings a whole new avenue where people can find your content organically, allowing you to get the full value from your content investment. Optimizing content for SEO especially is an incredibly powerful growth lever for your business.

How to improve content for SEO (and readers)

The next checklist covers the most essential search engine optimization steps. If you stick to all of these consistently, you’ ll see much better results from your content marketing efforts.

For this guide, we’ lso are going to assume you already know the core keyword/topic you want to rank for.

The Content Optimization Framework: [Intent > Topic > UX]
Our 9-step content optimization checklist can help you create content that' h engaging, informative, and internet search engine friendly.

Let’ s jump in:

1 ) Understand the search intent that you should match

Properly identifying and addressing research intent can make or crack your content program. If you can’ t identify exactly what your audience wants from this search, you risk spending your time building content that basically won’ t get the search results you want.

What that means is if you’ re trying to cater to a high-purchase intent search (eg “ wicker patio sets under $500” ) with mainly informational content (eg “ how to pick a wicker outdoor set”, then the chances of you ranking well in the Search engines has just been greatly reduced, a minimum of for that high-purchase intent problem.

Google can make it pretty clear how important lookup intent is when it comes to position. In its search quality evaluator guidelines , there’ s an entire section dedicated to understanding what users want from their search inquiries, and providing general suggestions for quality control.

The Content Optimization Framework: [Intent > Topic > UX]
Google is literally spending people to review your site for whether it matches exactly what users are looking for. Screenshot in the search quality evaluator guidelines.

If you nail search intention right at the beginning of the research process, the rest of your content optimization technique will flow smoothly.

For years, SEOs have got classified search intent directly into 3 broad categories:

  • Navigational ⇒ Customers want to find a specific web page or site, such as googling ‘ Twitter’ instead of keying in twitter. com in their internet browser.
  • Educational ⇒ Searchers need answers to their concerns and will include modifiers like “ how to”, “ what is”, why does” inside their search terms.
  • Transactional ⇒ Users want to finish an action of some sort. This could either be a purchase, represented by a search such as “ hiking boots under $150”, or a query leading to a conversion, such as “ salesforce demo signup”.

Truthfully, this is just a broken program overall, for the reasons that Kane lays out in our post, There’ s A Better Way to Classify Search Intent . In other words, marketers need to understand intention beyond a simplistic 3-part system, and our software offers helped automate the process whenever you’ re doing keyword research or building a content brief.

The Content Optimization Framework: [Intent > Topic > UX]
Screenshot of Search Intent Reports within Content Harmony. We classify search intent into 8 categories based upon a variety of elements.

In some cases, we find there’ h split search intent, exactly where Google assumes that the search phrase can be addressed with multiple methods. A great example will be “ fish oil”, which includes results for eCommerce category/product pages, informational articles, dietary facts, and Google Information results.

Obviously, Google understands that you might want a variety of different options with such a broad query.

On the other hand, let’ s say you’ re trying to rank for that term “ fish oil benefits”. From the outset, it seems a lot more clear that the user really wants to understand the benefits of incorporating fish oil into their daily diet, and the possible downsides or risks this might have in the long term.

Content Harmony properly classifies this search because Research Intent, but also helps you spot that there are strong signals that users are looking for video clip content, too.

The Content Optimization Framework: [Intent > Topic > UX]
Don’ t ignore nuance in the SERPs.

Clicking on the SERPs confirms the video intent signals. Google serves up video content about halfway through the very first page, indicating that it feels many users want to flow videos for this search question too.

The Content Optimization Framework: [Intent > Topic > UX]
Studying search intent will save you through pain down the road.

Without proper study, you might have written a long-form blog post about the topic plus called it a day.

While that approach is the right place to start, it’ s clear that including video content for this phrase will give you the perfect chance with ranking well. A fully optimized content asset will serve both of these intent types.

We can’ t overstate the importance of correctly determining and catering to search intent — it should be the first step in your content optimization checklist.

2 . Build a highly effective content outline

Once we understand search purpose the next step is to build out our own initial outline and determine what content we need to use in this article– and what subjects we shouldn’ t include in this particular outline.

We usually approach this particular in two ways – very first understanding core sub-topics, and second, reviewing competitor outlines to make sure ours is better.

Make sure our describe covers the most critical sub-topics

One of the things that our keyword report for “ fish oil benefits” inside of Articles Harmony shows us will be Related Keywords data:

The Content Optimization Framework: [Intent > Topic > UX]
Related Keywords are at the bottom of the Topic section in each Keyword Document.

These are literally the same associated keywords that Google displays us on almost every SERP:

The Content Optimization Framework: [Intent > Topic > UX]

From looking at this, it’ s clear that the effective article about “ fish oil benefits” should go straight into essential sub-topics like

  • Advantages for sub-groups like women and men
  • Benefits to different body parts like skin, locks, etc
  • Negative effects or risks of fish oil supplements
  • When to take fish oil (dosage? Time of day? )
  • Whether it’ s right for the reader (“ should I take? ” )

Which includes these sections in your content is a cheat code for better search rankings. When producing content, you want your content to be viewed as the most authoritative source for that query — associated searches are a strong signal from Google that customers want the answers to sub-queries.

Review the best highlights from competitor outlines

Whilst we don’ t motivate copying the same approach that the competitors have taken, studying their own structure and heading technique is one of the fastest ways to realize how to better organize your own describe.

You should be researching ways to structure your content more obviously, as well as looking for content gaps you can use to differentiate your articles and cover the topic more comprehensively overall.

The Content Optimization Framework: [Intent > Topic > UX]
Evaluation competitor structure inside Content Harmony.

3. Answer common reader questions

Accurately and clearly responding to related questions and keyphrases is our next essential step in making sure our put together is complete. Keyword analysis at the search intent phase helps you fully understand what customers want from their query — but looking through other sources of user questions will help you answer more specific variations and understand how visitors think about the topic overall .

The Question Analysis section in Content A harmonious relationship scrapes related questions through Google PAAs (People Also Ask), Reddit, Quora, and Stack Exchange. Answering these types of questions, particularly those that come in Google PAAs, increases the possibilities that you will show up in that section.

Moreover, it helps you understand the voice of the customer and how visitors in your market actually talk about this topic.

The Content Optimization Framework: [Intent > Topic > UX]
Include these and other questions a person spot in Content Harmony to make sure you' re completely resolving the reader' s query.

Once you identify great questions, here are the three most common ways to incorporate them into your outline:

  • Include an FAQ section towards the end of the write-up, where you answer the queries directly
  • Sprinkle the questions as H2s/H3s throughout your content
  • Answer the questions implicitly in your post (meaning you will know the answer by the time they’ re done reading)

If individuals variations don’ t fit into your current article, use them to fill out new content suggestions in your content calendar .

4. Optimize for topic coverage & comprehensiveness

We’ ve today built out an effective content material outline that addresses user search intent — at this stage, we probably have what we need to start writing a draft.

When you’ re building articles as a team, this might be to keep doing additional study to put into a content short and send it for your writer.

In case you’ re writing the content yourself and you’ ve properly addressed search intention and built a solid put together, at this stage you should be looking for more nuanced sub-topics that you may not have covered already in your format or draft.

The best way to do this is with a good automated content grader that will takes a topic model plus checks with sub-topics a person haven’ t covered however.

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Just what topic model?
A topic model is a group of keywords, topics, and terms that are relevant to your primary topic. It will usually include phrases that are very specifically related (eg “ omega-3s” in our “ fish oil benefits” article), as well as more commonly relevant phrases that you’ ll likely cover (such as “ nutrition”, “ hair”, or “ cardio health” ).

Learn more about Content Harmony' ersus Topic Model .

There are a few ways to build topic models but the most common and most effective technique for SEO and content material teams is to rely on a subject model generated from the content material that is currently ranking for the target query.

Navigating back into the Topic Evaluation section, Content Harmony indicates multiple semantically-related keywords that are used by the top-ranking rivals for our target query.

We specifically prioritize our topic model based upon which phrases are most commonly used, helping you focus on the most related phrases that should appear in your content.

The Content Optimization Framework: [Intent > Topic > UX]
Use the suggestions from Content Harmony as a suggestion of which keywords to incorporate in your content.

In the olden times of SEO, you would literally need to check for all of these phrases within your content manually to compare your own draft against the content which was ranking well.

Nowadays, it’ s much faster and more reliable to use a content grader to check for these key phrases automatically.

Here’ s what Content Harmony’ s Content material Grader appears to be in action:

The Content Optimization Framework: [Intent > Topic > UX]
Use our own content grader to analyze intended for topic coverage before striking publish.

A content grader isn’ t a ultimate goal that tells you exactly what you need to write.

Nonetheless, it’ s the simplest way to spot common phrases and sub-topics that you haven’ capital t included in your content yet.

It also serves as a fast final check that you’ ve covered the topic comprehensively, without having to check for each keyword manually on your own.

Internal links develop a contextual relationship between content and are a signal to find engines about the topical authority of your website. For example , when you’ ve written about a topic that’ s mentioned within another blog or web page, simply link back to this.

Not just is that best practice, but it’ s also helpful for readers who would like to learn more too.

The more content you create in regards to a certain topic, the higher the particular interlinking opportunities. For a huge site like NutritionFacts. org writing about ‘ fish oil benefits’, we see a bunch of great internal link opportunities, like:

  • benefits of eating fish
  • is fish oil just snake oil
  • the risks of fish oil supplements supplements
  • the topic page by itself for “ fish oil supplements
The Content Optimization Framework: [Intent > Topic > UX]
Internal link suggestions through Content Harmony’ s Keyword Report.

The more content all of us create, and the more all of us link to each other, the higher the chances of ranking well in the Search results. That’ s because it’ s a signal to search engines that we have plenty of content within the content marketing niche, and that we should be considered a topical ointment authority on the subject.

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Interlinking pro suggestion:
When you create a brief in Content Harmony, our workflow will immediately identify the most relevant inner pages for that search query, saving you time and simplifying your workflow.

six. Cite credible, high-authority external sources

An additional method you can use to display power to search engines is by including credible external links in your content. Navigating to Content Harmony’ s ‘ Sources’ tab gives you various high-authority sources for your search query.

Regarding ‘ fish oil benefits, ’ we’ re able to discover overlapping links (these are external links being cited by multiple competitors), reliable sources from government and educational websites, and best news results.

The folks at Reboot On the internet ran an interesting experiment that will demonstrates the effectiveness of using high-authority educational sources .

They created 10 brand new websites, each seeking to rank for the same keyword. The websites that included external links to educational websites positioned higher than those that didn’ t:

The Content Optimization Framework: [Intent > Topic > UX]
The blue lines trending towards top rankings would be the pages that had amazing links on them.

So , back to the Keyword Report– there are a few notable. GOV and. EDU assets showing up that we might want to guide:

The Content Optimization Framework: [Intent > Topic > UX]
Encourage your writer to link out to authoritative sites wherever possible.

Of course , you will come across other sites too during the process of your research. If you’ re struggling to determine whether or not it’ s an authoritative source or not, consider the following:

  • Does the site include various other content relevant to the market you’ re talking about?
  • Is it a primary resource?
  • Is the site credible and has a good reputation?
  • How old may be the page?
  • Would be the statistics recent?
  • Does the author have a great writing about similar topics?

7. Optimize title tag and meta description

Your blog’ s title tag is the first stage for search engines to determine the importance of your content for particular keywords. The meta description helps draw in readers by showing them that you’ re covering the core related sub-topics they want to learn about.

In both cases, this is your chance to show the user how well you understand the intent behind their research.

For example , the title tags for that top 3 results in “ fish oil benefits” are outlined below.

The Content Optimization Framework: [Intent > Topic > UX]
What are customers looking for besides benefits? The particular sub-topics that stick our own are " science", " uses", " side effects", and " risks".

Including a keyword in your title tag is vital, ideally within the 1st 60 characters. Title labels longer than that are stop by the SERPs (the 3rd example shows that clearly).

If you can’ t include all the information you’ d like in your title tag, don’ t be concerned. The meta description can be another opportunity for you to give each search engines and readers information about your content.

The maximum recommended length designed for meta descriptions is about 300 characters, so there’ ersus an opportunity here to go into a bit of detail. There is a slight chance that Google might not pull the same title tag and meta description that you specify in your CMS, yet we recommend that you continue to keep optimize both for best results.

8. Have a top-notch reader experience

Google loves indexing and ranking URLs that offer a fast, fluid, and pleasant user experience. Here are some tips you can use to ensure that readers have a excellent experience on your site:

Go easy on the pop-ups:

Google considers popups to be intrusive, spammy, plus doesn’ big t like them much . If you must include popups, do so at exit intention. Tempting as it might be to offer discount codes or ask for emails as soon as users land on your own page, it’ s definitely going to hurt your SEARCH ENGINE OPTIMIZATION.


Format your content well:

Giant wall space of text are boring and tedious to read. It doesn’ t matter exactly how well-written your content is, your readers aren’ t likely to scroll through to the end from the page if all they will see is black and white font.

Using headers, bulleted lists, and appropriate white space around the textual content adds clarity to your composing and makes it look easier on the eyes.

Add visuals & screenshots:

Placing relevant screenshots, infographics, videos, even GIFs offers you an opportunity to stand out. It’ s not just a better user encounter, it helps you explain the complex subject you might be looking to address with your content or showcase some related data to drive home the information.

It’ s also commonly recognized that the time people invest in your page is a weblog SEO ranking factor. Visuals keep people hooked plus engaged with your content, and the more time they spend reading through your article, the better you should boost rankings.

The Content Optimization Framework: [Intent > Topic > UX]
The image analysis section within Content Harmony uncovers the particular top-ranking results in Google Images — use these meant for inspiration to include in your content.

Make your content simpler to read:

The average American reads at a grade eight level, so if your writing is hard to realize and full of jargon, don’ t expect great wedding with your posts.

But that said, sometimes individuals are searching for complex topics and want more advanced content. Therefore it’ s OK to publish content with college-level readability if that is what your customers expect. Nevertheless, you should still try to explain the ideas succinctly and clearly for the user.

The Content Optimization Framework: [Intent > Topic > UX]
Some topics can only be served along with advanced content, and that' s okay.

The editor, style checker, and de-jargonizer tools in our best content writing equipment post should help get rid of some of the fluff from your articles. Additionally , we recommend that you utilize short, punchy sentences plus paragraphs that don’ to exceed four to five lines.

All Keyword Reports created in Content Harmony use Flesch-Kincaid scores to analyze the top-ranking pages for this keyword, and show you the average “ readability score”. The information grader will do the same for your content, helping you adjust since needed.

Include image alt textual content:

Search engines image search is an underrated aspect of content optimization numerous publishers overlooking the importance of betagt text.

Betagt text, an attribute that could be added to an image tag in HTML, tells search engines what the image is about. While human beings may be able to look at an image and make their own conclusions, lookup algorithms don’ t perform in the same manner. Alt text assists guide them tells all of them what the image represents and it is definitely a ranking aspect.

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Betagt text pro tip :
When writing oll text, describe the image as if you were trying to explain it to someone who has their eyes shut. Be specific, attempt to keep it under 125 character types, and don’ t range from the text “ this is an image of”. Add a keyword if you love.

9. Optimize your site UX beyond the content itself

Over and above the post itself, your content needs to be served from a site that’ s ready to transform readers and give them an excellent experience. Most of that boils down to two focus areas:

Improve page speed:

If your site doesn’ to load in three mere seconds or less, expect many visitors to close the tabs altogether. Hence, it doesn’ t matter how good your articles is, the slow site speed will dissuade most from exploring further.

What’ h more, site speed is a ranking factor for Search engines since the year 2010 so if you’ re not optimizing for fast load times, you run the risk of sluggish SEARCH ENGINE OPTIMIZATION results.

As a first step, get around over to the Page Speed Insights tool . It’ ll tell you how fast your site is usually and suggest areas of enhancement. You can also use the HTML-cleaner tool , which shows you unnecessary code and the way to remove it.

Optimize your mobile experience:

Search engines moved to mobile-first indexing in 2019 , which means it primarily uses the mobile site edition for indexing and rank. Hence if your site isn’ t set up to be reactive and easy to read on mobile phones, expect your rankings in the SERPs to be affected, too.

To find out how well your site works on mobile, check out the Page Speed Insights tool once again. It gives you a detailed overview of how Google analyzes your performance, both on the desktop plus mobile versions. Those optimisation suggestions are a good place to start improving your mobile experience.

In most industries a mobile device is the most common way for readers to have your content, so make sure it’ s easy to read on mobile devices. Most of the time this means building a receptive website and using large enough fonts.

Heading beyond on-page content marketing

Other than on-page edits and site optimisation, there are a couple of additional things you can do to help your content reach a lot more readers.

Regularly promote your content

No matter how optimized it is to get search, publishing content is never the final step of the content lifecycle. You want more people to read it, right? Well, instead of relying on them to trip across it organically through search engines, there are a number of things you can do to promote it.

A content distribution strategy is often as essential as a regular publishing cadence.

Broadly speaking, submission can be bucketed into 3 main channels:

  • Owned stations : Examples of owned channels include your email list, social media accounts, website popups, and other digital properties that you manage. Promoting your content on these types of channels should be the first stage of your distribution strategy because it will reach people currently interested in your product or service.
  • Earned channels : Ever obtain the feeling of excitement when a stranger shares your content? That’ s an example of an gained channel. Said channels include guest articles, social stocks, journalists and bloggers, and product review sites.
  • Paid channels: Sponsored content, paid social ads, and PPC campaigns are effective when you’ re in the early stages of building your audience plus would like to get the message throughout quicker.

Update and refresh previous content periodically

A content refresh can breathe new life in to existing content — blogposts that used to get a lot of traffic but perhaps don’ to rank for as many key phrases anymore.

Updating your posts with new data helps optimize content plus prove to search engines that it’ s still an authoritative source for the search issue.

Our recent post on how to refresh content offers you a two-step framework to help you understand which content deserves to be up-to-date, and best practices on how to start doing it.


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The Content Optimization Framework: [Intent > Topic > UX]

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