From content prioritization to keyword research tools to meta descriptions and the eternal challenge of Google updates, most experts and solopreneurs have their own methods, tools, and philosophies that they use to become successful.
In a recent #Seochat on content optimization, industry loyalists like Celeste Gonzalez, Travis, Mordy Oberstein, and others shed light on their preferences.
Their insights provide a holistic understanding of optimizing content in the ever-evolving digital landscape.
Dive in as we explore highlights from this enlightening discussion.
How do you prioritize which pages to optimize?
A1. it depends on the state of the site’s content, but some priorities: – duplicate or thin content on pages about priority services or locations – poor performing service or location pages – high performing pages
Celeste Gonzalez
A1: There are a few ways to skin this cat: – Pages ranked by traffic – Internal priority pages (i.e. How It Works) – Truly unique niches (with enough volume) – Priority pages requiring the *most* work
travis
Don’t just prioritize high traffic pages – work on the pages your really want your audience to see and use those high traffic pages to try to get them there. Prioritize the pages that show your brand for what it is at the same time is what I’m saying
Mordy Oberstein
Do you think it is worthwhile allocating time to optimize title tags and meta descriptions?
A2: Although Google can change the meta descriptions, it may also help to regenerate title tags and the meta description to improve content freshness. No?
Sweepsify
Absolutely. I’ve been able to improve rankings based on these changes.
Ryan Waterbury
A2: 100%. IMO, it should be tackled as the 1st step in any engagement. This is the fastest, most provable, most visible way to demonstrate SEO value. Clients can see: 1. Increased exposure (imprs) 2. Increased traffic (clicks) 3. Cleaner, more appropriate queries
travis
What tools or techniques do you use to research keywords and analyze the competitiveness of target phrases?
A3. Being a solopreneur, I have had to find lower-cost solutions. I use Frase to analyze content and see how it stacks up against top pages. I use ContentPace to analyze outline structures. I use Mangools for keyword research.
Bobby
A3. A mixture of things. Semrush Google Keyword planner Looking at the SERPs Scripts Wikipedia Any industry specific resources etc. The key is to “know” the vertical/market, know the language/terms the audience actually uses, and what seems to satisfy them.
Darth Autocrat
A3. Google Keyword Planner Ahrefs Google Trends Talking to the client and seeing how they describe their services and what they know about their audience and how they ask for their services
Celeste Gonzalez
Do you use AI/ChatGPT in your content optimization process? If so, how have you been able to incorporate it?
A4 Bleep bleep … bleepity bleeping bleep I don’t use it for “optimisation” in the slightest. I’ll use it alongside standard formulas for ideation, paraphrasing etc., but I wouldn’t trust it to write or improve anything without tight oversight!
Darth Autocrat
A4: I’m starting to use it in two core ways: 1. Expand a refined KW list to source synonyms and related topics (ML > subjective human filter) 2. Draft content to avoid writer’s fatigue / block. (From here, revise for accuracy/quality.) Our brains have finite energy…
travis
A4: Yes, but mostly for research. Love comparing its output to Google-written SEO optimized meta descriptions.
Sweepsify
Also, it is extremely useful for finding content angles you might have not considered as a human
How do you measure whether your content optimization efforts are successful?
A5: Success *should* be measured by tangible business outcomes (leads/revenue): 1. Content ROI Efficiency (time for content production investment to break even) 2. Organic Tnxs (volume Δ) 3. Organic Conv Rate (% Δ) Other directional metrics: https://twitter.com/teabeeshell/status/1689701648791388162…
travis
Depends on goals. Some things are more measurable. Quantitative things like link counts, linking domains, CTR, Traffic etc. are easy. Others, (Qualitative) stuff such as perception/sentiment, far harder. In between sits attributions/conversions.
Darth Autocrat
A5. each piece of content will have different metrics to look at depending on the reason for its creation (conversions, time on page, etc) ex: if it’s a service page, you’ll want to look at form submissions or phone calls
Celeste Gonzalez
What are some common content optimization mistakes you see? What are your top tips for avoiding them?
A6. This picks up on something I said earlier, but I see pages where titles and content do not align. More often, I run into pages where the promise articulated in the H1 is not addressed in the content
Bobby
A6: Including exact match keywords that don’t make grammatical sense. This makes the content seem super untrustworthy IMO.
Sweepsify
A6. Quota hitters People wanting Green lights, to hit n% density, cramming words into stupid places etc. Modification leading to Misalignment/Drift Page was about X1, over time gets adjust to target X2, X3 etc. … and ends up garbled
Darth Autocrat
How do Google updates impact your content optimization process?
A7. When I interviewed for a journalism job, when asked about deadlines I replied: Deadlines amuse me. I think it’s the same with Google updates. I really don’t get caught up in the update. I focus solely on creating relevant content that answers a question or solves a problem.
Bobby
A7: Solid technical SEO work enables an entity to take anything in stride. If FAQs are de-prioritized, fine. Retool that ranking page (OR) create a new one that folds into the algo better. You don’t need to knock down a house to renovate it. Sometimes, just one wall.
travis
A7 They don’t. In the majority of cases, Updates have little impact on stuff I work on … because I don’t tend to do anything questionable 😀
Darth Autocrat
Who has been a mentor in your SEO journey and what do you appreciate about that person?
A8. I attended a blogging conference and met
@searchclaudia. I took an online course she offered at the time (no longer available). She is one of the most insightful people I know, and her course and friendship allowed me to exit journalism and start my own business. I miss
@bill_slawski and am grateful for
Bobby.
A8 Not exactly mentors, but most definitely influenced me
@JohnMu @Ammon_Johns @bill_slawski @seosmarty @Hobo_Web @SaschMayer @RedCardinal @ajkohn @dejanseo and Kim Kraus Berg
Darth Autocrat
A8: Learning predominantly on my own, I most appreciate
@rustybrick for his frequent & transparent knowledge-sharing via
@seroundtable. At times, it feels like the most up-to-date stream of search-based info out there.
travis
Experts from various corners of the digital world chimed in with their perspectives, best practices, favorite tools, and unique approaches to keeping content relevant and optimized.
Here’s a summary of their valuable insight:
- Prioritizing Content: Both Celeste Gonzalez and Travis emphasized the importance of not just focusing on high-traffic pages but also on those that truly represent a brand’s identity. Travis rightly points out that content should guide the audience towards pages that truly matter.
- Meta Descriptions and Title Tags: The consensus between Sweepsify, Ryan Waterbury, and Mordy Oberstein suggests that tweaking these elements can refresh content and drive improved rankings and visibility.
- Tools and Techniques: From Frase, Mangools, and Semrush, to Ahrefs and Google Keyword Planner, there’s a wide array of tools available for solopreneurs and larger teams alike. Bobby highlights the importance of understanding the vertical and market to satisfy the audience’s needs.
- Content Creation and Machine Learning: The discussion by Darth Autocrat and Travis reveals that while automation and machine learning can assist in content creation, human oversight is still needed, especially regarding quality and relevance.
- Measuring Success: Success metrics vary from quantitative factors like CTR and traffic to qualitative elements like brand perception. As Sweepsify and Travis pointed out, tangible business outcomes and the purpose behind each content piece should guide these measurements.
- Common Pitfalls: From misaligned titles to including irrelevant keywords, our experts pinpointed frequent mistakes they encounter. Sweepsify’s mention of “quota hitters” reminds us that aiming for keyword density can sometimes dilute the content’s value.
- Google Updates: Instead of fearing Google’s ever-evolving algorithms, experts like Darth Autocrat and Travis suggest producing genuine, high-quality content. Bobby’s analogy of renovating a house drives home the point that not every update requires a complete overhaul.
- Influences and Learning: Lastly, the shoutouts to various mentors and influencers, from @searchclaudia to @JohnMu, show that the SEO community thrives on shared knowledge, and many owe their success to the insights and generosity of fellow professionals.
Content optimization is an ongoing journey, ever-changing with the digital landscape.
However, with the right strategies, tools, and a supportive community, it’s a journey worth undertaking.
A big thank you to everyone who participated and shared their insights in the #Seochat!
Until our next discussion, happy marketing!
Jeremy’s Take: Content Optimization Starts With the Brief, Not the Draft
Most ‘content optimization’ is editing AI slop after the fact. That’s backwards. The strongest results come from humans owning the brief, AI drafting, and humans editing — judgment at the front and the back, automation in the middle. Optimize the brief and you barely have to optimize the draft.
The best results I’ve seen from a content perspective is where humans are doing the brief, AI writes the draft, and humans do the editing. Most agencies have it exactly backwards.
Nick Eubanks, Unscripted SEO Podcast
Put the human judgment where it counts. Nick Eubanks on the right content workflow in his Unscripted SEO episode.
Optimization starts before the first word.
Our Content Brief SOP front-loads intent, angle, and differentiation — so the draft comes out optimized instead of needing rescue.