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Optimising Your Website Content to Improve CTR

Optimisation is an essential element of creating website content that is relevant and compelling for your target audience, while also providing a positive user experience. Although in the past search engines placed content with high keyword density within the top rankings, recent changes within SEO ranking algorithms mean that this is not the case anymore. Search engines now place higher emphasis on providing the most relevant content to users to ensure that their overall experience with your website is positive. As a result, website content optimization is all about providing useful and relevant content for website users (source: http://moz.com/beginners-guide-to-seo/how-usability-experience-and-content-affect-search-engine-rankings).

By taking the tips below into consideration when creating content, you will ensure that you’re creating content for its main purpose; to reach and engage with your target audience.

Ensure you are creating content for your target audience
It sounds simple really; your website content should be created for your target audience. However, many content writers still create their content primarily for search engines, trying to rank highly within search engine results by stuffing their content with keywords and trying to get as many links as possible.

But, as the saying goes, you should write for people first and search engines second. With search engines placing a higher emphasis on how relevant and engaging your content is to users, it’s becoming increasingly important to create content that is well-written and useful for your audience.

Optimize all title tags & meta descriptions
Title tags and meta descriptions are often the first thing your audience will see, and are one of the most important elements of website optimisation. Title tags are not just important to search engines, they are also act as a meaningful way to describe your page’s content for your target audience, making it essential to optimize your title tag by making sure it is relevant to your content. While Meta descriptions don’t affect where the page ranks, they have a considerable impact on click through rate (CTR). As such, it’s critical to ensure your meta description accurately and concisely summarise the content of the landing page that users will be directed to.

Effective title tags and meta descriptions should concisely summarise the content that users will see on your page and include relevant keywords. When users search for these keywords, these will be highlighted in bold within the meta description, therefore making it appear more relevant to your target audience and increasing its CTR. However, keep in mind you should only include keywords in your meta description when it’s appropriate to your content rather than keyword stuffing your title and meta descriptions in an attempt to influence search engine ranking results.

Remember to create content that is relevant & strengthens users’ experience
When creating content for your website, it’s important to include keywords which are relevant and accurately reflect the content on your website page. However, as discussed, keywords should only be used if they relate to the page and strengthen the usability and user experience on your website. The page should accurately reflect what users expect to see when they clicked through to your content; therefore any keywords specified within the meta description should also be included within the page.

Disclaimer: This article was produced as part of a learning initiative for our graduate program. The tips and facts presented are not necessarily shared by roi.com.au