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13 Search Engine Optimization Tips for Web Content

No one but the search engine owners know the exact algorithms used to return search findings. However, there are things you an do to increase the chance of your content being found. What’s “content?” Content is the images, copy, and other elements published on your website.

And we’re off!

13 Search Engine Optimization Tips for Web Content

1. Headlines
Headlines are often an afterthought, but are definitely critical in engaging readers. Readers chose their content based on engaging headlines, and notice them based on relevant keywords.

2. Fresh, hot content!
Your husband may not notice a new hair cut, but Google will notice new content. Each time your website or blog updated, a new or updated Google listing is created. This increases your visibility! (Fresh content exemplified in image.)

3. Keywords in content
The key to not making this spammy or awkward is to ONLY use relevant, appropriate keywords. If you have done a keyword analysis, you know which phrases and wording those searching for you are using. Phrase these words in your content as those who are searching for you do.

Example– Keyword: “garden supplies”; your content includes “gardening supplies and tips.” You may want to re-word it to accommodate the singular form (”garden”) instead (”garden supplies and tips”).

If you’re not comfortable doing this, don’t stress. Chances are you’re doing it organically (without realizing) anyway.

4. Describe your linked content
Instead of saying, Check out the 13 Search Engine Optimization Tips for Web Content. This identifies the link and provides keywords for weighting and indexing.

5. Formatting
Organize your content with appropriate formatting. Use bold to indicate headlines or critical points. Italics are often used for emphasis or descriptions.

6. Tagging posts
Depending on how your content management system (CMS) is set up, you may have an area to include keywords that appropriately describe, index, and organize your page. This makes it easy to reference your posts at a later date.

Example– This post will include 3 tags: “marketing,” “copywriting,” and “SEO.” In the future, when referring to these topics, I will be able to access a link on my website that specifically pulls up these tags.

7. Embeddable media
Using embeddable media is not only engaging, it provides an opportunity to link bait. Link baiting simply means leaving a link to your website/web page from an outside website/web page back to your own. This means when you upload a video to YouTube, then embed the video to your website, you should include a link to this page on in the YouTube description.

8. Image tagging
Not only does this allow blind users to “see” your image, it provides the search engine with a description of what was once an invisible box. Keep in mind, the tags are behind the scenes–only seen by search engines and whoever is looking at the code behind the image.

9. Social media integration
Adding social media elements, such as blogs or forums, invite conversation and continuously updated content. Search engines trust these sources because it’s user-generated. What a beautiful thing!

10. Link Baiting
Another thing to consider is the weight of the linking website’s popularity. Kevin uses the analogy that this is akin to “king and queen of the prom.” Everyone votes for them, so they’re listed first!

This is all a little confusing, but don’t try and over-complicate it. Think of it as the electoral process; some websites (states) get more influence (votes) than others. For example, CNN’s website linking to you weighs heavier than John Doe’s blog.

11. Guest posts
Your network is full of insightful, intelligent people. Share their knowledge with others in your network by inviting them to guest blog on your website. This will attract a new audience, insight link backs, and add fresh perspective (and keywords!) to your content!

12. Alternative communication mediums
Writing is great, but sometimes it’s helpful to optimize with a variety of communication methods. As an added bonus, it can also ease some communications. Media is viewed differently by search engines, so make sure to include descriptions with your media!


  • Video
  • Audio
  • Slideshare
  • Graphic reps
  • Animation

13. Include misspellings in your metatags
Have you ever had a typo in a Google search? Did it take you a moment to realize? This happens all of the time! Including misspellings in your meta tags (again, only seen by search engines and those looking at your code), can help you grab visibility when this happens!


Article contributed by Kevin Krason