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How exactly do you optimize content for search engines?
A common misconception about content optimization is that it involves keyword stuffing (filling it with keywords) or writing fluffy content (making the content as long and drawn out as possible to meet a word count).
The reality is that keyword stuffing is a content marketing mistake and it’s best practice to avoid keyword stuffing.
So, if these are common misconceptions, what is the best approach to tackling content optimization in SEO?
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Both content optimization and SEO (search engine optimization) have a great deal of overlap. In both, keyword research and placement are involved, as is understanding search intent, internal linking and more.
You can think of content optimization as a subsection of SEO; improving content to make it more understandable and actionable for search engines.
SEO itself often includes several content-related strategies, but it also incorporates more technical parts as well, such as analyzing page speed, backlink profiles and so on.
Content optimization can be broken down into a series of steps that you, as a content professional, can do to make sure your writing is as finely tuned as possible to not only be readable and understandable by your target audience but also rankable in search engines.
Keyword research and natural incorporating keywords involve finding the right keywords and using them in a way that flows naturally in your content.
Search engines need to understand what your content is about, but at the same time, your readers want a natural reading experience that flows easily.
For example, you can’t write something like “SEO content optimization matters for SEO because search engine optimization helps your content rank higher in search engine results pages.”
Not only does it sound awkward and like keyword-stuffing, but it clearly shows that the reading experience is tailored toward search engines and not people. That being said, there’s a better way to write that same sentence:
“Content optimization helps improve search engine rankings by making your writing clearer and better aligned with the user’s search intent.”
Notice how we didn’t mention SEO at all in the previous sentence, but did use relevant terms like search engine rankings, search intent, and writing, which are all relevant to the core term (short-tail keyword) of “content optimization.”
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Writing interesting, keyword-rich headings and subheadings isn’t just good practice for SEO, it also helps improve the structure and readability of your pages. Above all you want your content to be visually scannable. Both Google and people use headings to follow your content structure.
That being said, it is a good idea to use your primary keyword in your Heading 1, while keeping it under 60 characters. For example, The Ultimate Guide to SEO Content Optimization in 2025.
From here, you can then use H2 and H3 headings that include variations on your keyword. Just like our previous title example, differentiating your headings helps prevent possible issues with keyword stuffing, which can negatively impact rankings.
When we talk about optimizing for search intent, we talk about content that directly answers what the user is searching for or creating people-first content. The more directly and relevantly your content matches what they’re looking for, the greater the likelihood that your page will appear at or near the top of the SERPs.
For example, if someone is searching for the “best budget laptops,” they’re expecting a top ten list, not an in-depth article about every conceivable configuration.
If, on the other hand, they’re looking for “how to fix a leaky faucet”, they’re definitely interested in step-by-step instructions or even images or videos.
When handling content optimization in SEO, ask yourself, “What information would I want to receive if I were searching for this?”
You’ll want to make sure that content is formatted in such a way that it’s easy to read, for search engines and people alike.
Poorly formatted content increases bounce rate, which is a poor signal for SEO. Search engines and people like well-structured, user-friendly content. That means:
Use the Originality Readability Checker to see how your content performs according to different readability formulas. It also highlights complex sentences so you can reword them if necessary.
Although meta descriptions don’t have the same weight they once did as part of search engine optimization, they nevertheless still appear in some search engine results pages, including Google.
Meta descriptions are 160 characters or less and deliver a clear, short summary of what your page is about.
A good meta description increases your CTR (click-through rate) and Google may even bold the keywords in your meta description that match the user’s search.
Be sure that you include your primary keyword in a way that flows naturally, and add in a call-to-action.
Internal linking isn’t just good for search engines, it’s also great for keeping users engaged.
By interlinking your pages, you help increase time-on-page (one of many metrics that the Google algorithm uses to evaluate how to rank pages) and help Google make sure it’s indexing all of your pages.
To make sure your internal linking works as effectively as possible as part of your content optimization efforts, make sure you’re using descriptive link text (so “read more about content optimization in SEO” and not just “click here”). Be careful not to add too many internal links. Anywhere from 2-5 per 1,000 words is a good rule to follow.
Although it overlaps a bit on the technical side of SEO, optimizing your images and videos is just as important as optimizing your content.
Image and video optimization involves making your multimedia content search-friendly. Google relies on alt text for images.
Although images and videos increase engagement on pages and encourage users to stay longer, files that are too large can take a while to load (especially on mobile connections) and that can increase your site’s bounce rate.
Be sure that when optimizing images and video, you:
From time to time, it’s a good idea to do a content audit and take a look at older pages to see where they’re underperforming, and what can be done to improve them.
It could be as simple as updating some old statistics (those 2018 findings aren’t going to cut it anymore!) or swapping out some old website screenshots for new and improved versions.
If you have anything new to add, such as new features, insights, case studies or examples, so much the better! The good news is that when it comes to updating your content, you don’t have to completely rewrite it from scratch.
Use the Originality.ai Predictive SEO Tool to identify genuine content improvements.
Content optimization isn’t just something that’s “nice to have” when it comes to improving your search engine rankings. It’s a necessity. That means focusing on smart, strategic keyword placement, well-formatted content that meshes with user intent, and readability that makes it easy for readers to take the action you want them to take.
Although technical SEO encompasses many of these points, it also delves deeper into things like backlinks and site speed. Content optimization, meanwhile, is all about improving the content itself to make information visually digestible.
From internal linking that keeps users involved and learning, to multimedia optimization that breaks down detailed descriptions into an easily understandable video, the core of content optimization is about optimizing for people. If your content is optimized right, it will attract visitors, which in turn attracts the attention of search engines — and that’s a win for everyone!
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Then learn more about content optimization in SEO:
