Tips to Optimize Your Existing Web Content

| Posted in Marketing

Web Content Optimization is Key for SEO Results

The benefits of search engine optimization in helping the right people find your website are widely known. In previous blogs, we have discussed the importance of creating web content specifically for your keywords and publishing consistently to let the search engines know your site is active.

But what about the other content on your website created before you realized SEO was so important? Spending some time refreshing existing web content is part of a good SEO strategy and keeps your SEO rankings high. Wondering where to start with refreshing old content? Here’s a checklist of things to do on each page to achieve better SEO results.

Revisit the Page Topic and Relevant Keywords

Clarifying the page topic and the reason the page is on your website provides your focus for SEO. Decide on one or two target keywords, then edit the page content to include those keywords plus a few variations.

There’s no need to ‘stuff’ the web content with keywords. Try to sprinkle them throughout the page copy while keeping the tone conversational and upbeat. Consider splitting the content into more than one page if it covers multiple topics or contains more than 2000 words.

Add Keywords to Headings

Separate large blocks of copy or different ideas with a variety of headings. H1 headings are generally reserved for the page title, so only include one. Use H2, H3, and even H4 tags throughout your page to organize the content and provide emphasis where needed. Include keywords and variations in the headings for extra SEO firepower.

Optimize Your Images for Keywords and Size

When adding images to your web pages and blogs, ensure that the file size is not bigger than it needs to be. Your web page could become slow to load – a significant strike against SEO. In addition, add alt text to every image on the page. Alt text briefly describes the image and should contain one of your target keywords.


Add Keywords to the Slug and Page Title

When creating new pages and blog posts, include a relevant keyword in the slug (the last part of the URL). You may not have done this for older web pages, or it may not be feasible to do it at all. For example, the URL of some standard web pages should be short and easy to remember, such as or

If you change an existing slug to work in a relevant keyword, create a redirect from the old URL to the new one to prevent broken links.
Each page has a title which is essential for SEO. Write your title to accurately describe the page’s topic and add in a keyword.


Complete the Meta Description

The page’s meta description used to feature prominently in page rankings. However, recently the meta description has become less impactful. It is still a good idea to populate the meta description with a coherent sentence that accurately describes your page and includes a keyword. Otherwise, Google may automatically generate a less than optimal meta description based on the page content.


Be Easy to Contact

Each page of content should include an obvious way for visitors to contact you. Google likes to know that it is sending people to helpful websites, and providing contact information is a sign that you are reachable and, therefore, likely in Google’s eye to be a legitimate business.

Monitor Your SEO Rankings

Keep an eye on your page rankings to monitor your SEO success over time. Add new keywords and tweak your web content to keep things fresh and fill in gaps in content that may limit your visibility to customers.

Effective SEO does not happen on its own. It takes a strategy and concerted effort to improve and remain healthy. We help businesses of all sizes develop and execute an SEO plan to improve page ranking and increase web traffic.

When It Comes To Your Web Content Contact Us To Help With Your SEO Needs

Web Content and SEO are a few big pieces in the digital marketing puzzle. Need help figuring out how to move forward? Please contact us using the form below, using the chat function on our website, or by calling 1-855-656-5262. Follow us on Instagram or LinkedIn to find out how we can help improve your Web Content and SEO profile. It is our goal to get your business noticed online.

We are located in Burlington, Ontario, serving businesses big and small to help with web content. Contact us today!

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