Optimizing Content for SEO
Below is what we’ll address in this article:
? Rewriting for unique content.
? Improving reading levels.
? Adding target keyword within the first 100 words.
? Using keyword variations in H2 elements.
? Using keyword variations within content paragraphs.
? Ensuring the content is helpful to users.
Let’s get started.
? Writing for Unique Content
Head on over to https://www.copyscape.com/prosearch.php.
Once you’re logged in, paste the content here below:
After you click “premium search” the tool will search the internet and find any copies or duplicates of our content that we need to address.
After performing the search, the following showed up.
We should only be seeing a message here that states “no results.”
IF there are URLs showing up here that are not on the domain you are optimizing for which in this case is petmate.com, we need to make a note in the spreadsheet to reach out to these companies and suggest they rewrite or take their content down if we are the originator.
IF there are multiple URLs showing up here that are within the domain you are optimizing for, we’ll need to rewrite the content per URL UNLESS it’s an identical category like above.
To view the sentences that need rewritten, click on the “Compare Text” button next to each URL. Make note of this in the spreadsheet.
IF the URLs showing up are identical (except for the page number 8 at the bottom URL), then we need to make note of that in the spreadsheet to address the technical issue.
? Improving Reading Levels
When using readable.com for this page here -> https://www.petmate.com/dog-bedding/shaped-bolster-beds/category/120910
We find the following:
We’re graded a C which would fail our audit. We’ll need to aim for a B or higher.
If you click on the “Issues” tab, you’ll find that this page: (notice the happy, neutral, and frown faces of what is good and what is considered to be fixed.)
Language Issues
Has 1 spelling error. ?
0 grammar issues. ?
Readability Issues
2 sentences greater than 30 syllables. ?
4 sentences less than 20 syllables. ?
0 Words greater than 4 syllables. ?
0 Words greater than 12 letters. ?
Writing Style Issues
2 passive voice counts. ?
1 adverb count. ?
0 cliche count. ?
Text Density Issues
4.3 characters per word. ?
1.4 syllables per word. ?
24 words per sentence. ?
96 words per paragraph. ?
4 sentences per paragraph. ?
In Summary
Basically, ? = we need to make a change to this and should prioritize these areas.
? = neither good nor bad, we might be able to ignore.
? = this is what is going well with the article.
For clients where we handle implementation, you’ll want to rewrite these sentences for them. For consulting, just make note of what they need to improve in the suggestion column.
? Adding Target Keyword Within the First 100 Words.
Pretty simple stuff. If you highlight the first 100 words or so on a page, paste into wordcounter.net or simply do a CTRL+F search for the target keyword. Make sure the target keyword is within the first 100 words of the page.
? Using Keyword Variations in H2 Elements.
Let’s look at this page here -> https://www.petmate.com/dog-bedding/pillows/category/120909
For the target keyword of “dog pillows”
Keyword variations for this page consist of from our research:
“dog pillow”
“dog pillows”
“dog beds pillows”
“dog pillow bed”
“dog cushion bed”
“large dog pillow”
etc.
So how do we include these in H2’s, let me show you. Let’s take this content from Chewy for example:
The original.
Your prince or princess deserves the best. That’s why you shop Chewy for high quality dog beds. Your adorable canine deserves a comfy cushion to rest their pet paws. Give your precious pup something super soft to sleep on. Dog pillow beds come in a variety of styles, colors and sizes. Whether your precious pooch likes to lay flat or feel supported, Chewy can help your canine achieve the ultimate in rest and relaxation. Top pet pillow brands on Chewy include Aspen Pet dog beds, K&H dog beds and MidWest dog beds. Aspen Pet dog pillow beds are designed with function and classic design in mind. The line provides a wide variety of necessities your precious pup needs for everyday care. Aspen Pet dog pillow beds are filled with 100% recycled fiber fill, and each bed is machine washable for easy care. Having a pet pillow that’s machine washable is vital, it reduces the time you spend keeping your dog pillow fresh and clean. Aspen Pet pillows are topped with plush and stuffed for ultra comfort. If your special pup loves to feel supported, choose a dog pillow bed that comes with supported sides. This feature helps your fury friend feel safe and warm as they drift off to sleep after a hard day of play. K&H pet products have created the perfect dog bed for cold winter nights. The self-warming material radiates heat back to your pet for maximum comfort when temperatures drop. You can also feel good about purchasing K&H dog beds because they feature eco-friendly fill made from recycled plastic bottles. The non-skid bottom helps your dog stay in place, even if he’s having a rough night’s sleep. MidWest dog pillow beds are made with exquisitely soft fleece and extra deep cushions. They’re also made to last, with stitching made for multiple washes. Help your dog drift off to dreamland with dog cushions from Chewy’s online pet store where you find the best dog supplies.
The optimized.
(look for these bolded parentheses where I made notes of our thought process.)
Dog Pillow Beds and Cushions
(you can see here I added in the words “pillow”, “cushion”, “beds”, and “dog”)
Your prince or princess deserves the best. That’s why you shop Chewy for high quality dog beds. Your adorable canine deserves a comfy cushion to rest their pet paws. Give your precious pup something super soft to sleep on. Dog pillow beds come in a variety of styles, colors and sizes. Whether your precious pooch likes to lay flat or feel supported, Chewy can help your canine achieve the ultimate in rest and relaxation.
Choosing the Right Pet Pillow
(again, using the word “pet”, “pillow”, and mixing in choosing to bring them together.)
Top pet pillow brands on Chewy include Aspen Pet dog beds, K&H dog beds and MidWest dog beds. Aspen Pet dog pillow beds are designed with function and classic design in mind. The line provides a wide variety of necessities your precious pup needs for everyday care.
Aspen Pet dog pillow beds are filled with 100% recycled fiber fill, and each bed is machine washable for easy care. Having a pet pillow that’s machine washable is vital, it reduces the time you spend keeping your dog pillow fresh and clean.
Pillow Beds for Large or Small Dogs
(adding in the words “large” and “small” dogs to address a broader range of keywords.)
Our pillow beds fit any size dog! Aspen Pet pillows are topped with plush and stuffed for ultra comfort. If your special pup loves to feel supported, choose a dog pillow bed that comes with supported sides. This feature helps your fury friend feel safe and warm as they drift off to sleep after a hard day of play. K&H pet products have created the perfect dog bed for cold winter nights. The self-warming material radiates heat back to your pet for maximum comfort when temperatures drop.
You can also feel good about purchasing K&H dog beds because they feature eco-friendly fill made from recycled plastic bottles. The non-skid bottom helps your dog stay in place, even if he’s having a rough night’s sleep. MidWest dog pillow beds are made with exquisitely soft fleece and extra deep cushions. They’re also made to last, with stitching made for multiple washes. Help your dog drift off to dreamland with dog cushions from Chewy’s online pet store where you find the best dog supplies.
Something important to remember, don’t force H2 tags if they don’t fit the content. We want to first optimize for the user and secondly for search engines.
? Using Keyword Variations Within Content Paragraphs.
Essentially here, you’re going to want to use the secondary keywords and variations within the text of the paragraphs on the page.
If there is no content on the page, make a suggestion that we should add content if the top listing average has content as well.
Below I’m going to highlight all the keyword variations Chewy has included in their paragraphs to give you an idea to how this works.
Dog Pillow Beds and Cushions
Your prince or princess deserves the best. That’s why you shop Chewy for high quality dog beds. Your adorable canine deserves a comfy cushion to rest their pet paws. Give your precious pup something super soft to sleep on. Dog pillow beds come in a variety of styles, colors and sizes. Whether your precious pooch likes to lay flat or feel supported, Chewy can help your canine achieve the ultimate in rest and relaxation.
Choosing the Right Pet Pillow
Top pet pillow brands on Chewy include Aspen Pet dog beds, K&H dog beds and MidWest dog beds. Aspen Pet dog pillow beds are designed with function and classic design in mind. The line provides a wide variety of necessities your precious pup needs for everyday care.
Aspen Pet dog pillow beds are filled with 100% recycled fiber fill, and each bed is machine washable for easy care. Having a pet pillow that’s machine washable is vital, it reduces the time you spend keeping your dog pillow fresh and clean.
Pillow Beds for Large or Small Dogs
Our pillow beds fit any size dog! Aspen Pet pillows are topped with plush and stuffed for ultra comfort. If your special pup loves to feel supported, choose a dog pillow bed that comes with supported sides. This feature helps your fury friend feel safe and warm as they drift off to sleep after a hard day of play. K&H pet products have created the perfect dog bed for cold winter nights. The self-warming material radiates heat back to your pet for maximum comfort when temperatures drop.
In summary, the above bolded words either describe the product benefits or are secondary keywords. You’ll want to use both or suggest both within this section.
? Ensuring the Content is Helpful to Users.
This last section is generally up to your perspective, I’ve listed mine below for reference as you tune your SEO mind.
1️⃣ The content should fit the page if I didn’t know anything about SEO.
2️⃣ The content should be descriptive and beneficial to those looking to shop for the product or products on this page. For service pages, lead generation pages, or blog pages, the goal is very similar. I may break this down further.
3️⃣ The content should not be obviously optimized for SEO. Using too many keyword variations or unnatural placements of keywords is a big NO NO.
If the content doesn’t pass the above variables, either change or make a suggestion to change and clearly state the issue as to why we or the client should make the changes.