Creating brand-new website content is important, but sometimes you don’t need to start from scratch. Sometimes, it’s about looking at what you already have – and learning how to make it work a little harder for your business.

Many businesses already have a plethora of content on their websites, but all of that juicy, lovely copy isn’t correctly optimised for SEO, or it’s targeting the wrong audience. That’s where content optimisation comes in.

What is content optimisation?

Content optimisation is the process of taking all the web copy you already have on your website, and improving it for search engines and human readers.

Optimising your web copy is an easy way to improve your website. You can reach out to new customers and grow your online profile, all without the time and effort it takes to produce brand-new landing pages and blog posts.

How to optimise your web copy in three steps

Let’s take a look at three simple things you can do to optimise your web copy or blog posts right now, whether you’re a business or a content marketing agency looking for support.

1. Use the right structure

First things first, all of your blog posts or web pages need the right structure. You need H1 at the top, H2 for subheadings and H3 for sub-subheadings.

Get that structure in place to instantly improve your blog posts. It will help users skim your content and find the information they need as quickly as possible.

Don’t forget to add your target keywords in your headings to make your web pages work just that little bit harder for you.

2. Identify who you’re talking to

Your audience always needs to inform your copy. There’s no point in writing a web page without knowing who you want to read it!

Ask yourself, who is my audience? How can I ensure my content optimisation is successful? Whether it’s students, young professionals, men, women, bus drivers or parents, keep your customer front and centre.

Solve their problems, offer them advice and give them genuine support that will encourage them to come back for more. Maybe next time they come back, they’ll purchase one of your products!

3. Add links

Links are an important indicator to Google that your website is strong and healthy. Good content management means looking at how every page of your website is working in tandem.

In particular, internal links (links to other pages on your website) are key. I’ll bet you have loads of great internal linking opportunities; you’ve just got to find them. Link to resources, services, products and blog posts that will genuinely help your readers.

If there’s a relevant external resource (i.e. something from a different website), add that too. It all shows that you know what you’re talking about – and you’re trying to provide the best service for your clients.

Next steps: how to get started with your website optimisation project

If you want to improve your website, content optimisation is a great place to start. Optimising your website copy is all about improving what’s already there.

It’s an easier, less time-consuming way to keep your website content fresh – and hopefully bring in the new leads your business needs.

If you’re still not sure where to start, or you need a little support with your next content optimisation project, I’m here to help!

I’m an experienced freelance copywriter in Sheffield, and I regularly work with busy businesses and agencies on SEO content creation and optimisation.

Get in touch to tell me all about your business, or browse my website for more about me and my work.