The end goal of SEO (search engine optimization) for most companies is getting more traffic to their website in order to consequently bring in more revenue. With so many SEO audits out there, it can be difficult to find one that’s quick and yields the most immediate results. This short SEO content optimization audit will focus on optimizing your best content for the Google search engine in order to get more eyeballs to your website and boost your traffic. In a few minutes, you can quickly identify some key quick fixes that will provide immediate results, so let’s get started.
Note: If you are short on time, hitting just steps one and two can provide some quick wins.
Also, this template may help as you go through these steps. Feel free to make a copy and use it to guide your efforts.
Step 1: Identify Your Top Content
Before you can optimize your top content for search, you need to identify it. Here is a quick way to do this:
Jump into your Google Analytics account and navigate to Behavior > Site Content > Landing Pages. This will give you a list of the highest traffic pages on your site. Identifying your highest traffic pages will help you know what to optimize first. Your highest traffic page is a great starting point since it’ll likely already be ranking for several keywords, and a few quick optimizations will bring even more traffic to the page. Think of it as low hanging fruit.
Note: this process can be repeated for all of your pages. Start with the highest traffic page and work your way down the list.
Step 2: Identify the Top Keywords on Your Highest Traffic Page
Grab the URL of the highest traffic page and throw it into a tool like ahrefs. This is a paid tool, but you can get a 7-day trial for only $7 (well worth it in my opinion to instantly gain numerous insights to increase traffic). You can likely find other free tools that do something similar. You’ll want to use the site explorer tool and copy and paste the URL of your chosen page. Be sure to select “Exact URL.”
This will give you a list of all of the keywords for which your page is currently ranking. From this list, you’ll want to identify the highest volume keyword. You may also want to take into account difficulty and CPC. Look for low difficulty and high CPC. What we are trying to do is rank even higher for the highest volume and lowest difficulty keyword. Remember that high search volume means more website traffic if you can optimize to appear higher on the Google Search Engine Results Page (SERP) for that keyword. If you already rank in position one for your highest volume keyword, select the keyword with the next highest volume.
Step 3: Analyze Using Your Top Keyword
Determine Keyword Count and Word Count
Once you’ve selected your focus keyword, it’s time to analyze it. Start by simply typing your keyword into Google. Open the top 5 pages or so and grab the keyword count for your focus keyword (cmd-F or ctrl-F will help here), as well as the word count for each page. There are several free Chrome plugins that help you find word count. I use Word Counter Plus.
Determine Other Related Terms
For this step, we are going to use a tool called Ryte. It is a tool that runs a TF*IDF analysis. For more information on the TF*IDF analysis, click here. Essentially, it takes the top ranking pages for your focus keyword and gives you a list of additional words the pages are using. We’ll click on “Content Success” in the left sidebar.
Next, enter your focus keyword and click “Start Content Analysis.” This will give you a list of the single word and 2-word combinations that the top ranking pages are using. I recommend also clicking “Add URL for comparison.” Enter your URL and run the report again. Next, you’ll want to copy and paste the single word and 2-word combination reports into a spreadsheet. Be sure to sort by the documents column as this will tell you how many pages (of the top 10 or so ranking search results) are using each word.
The TF*IDF has several columns and it can get really interesting if you want to dive extremely deep. For our purposes today though, we’ll focus on the columns B, C, and G in our analysis. Refer back to the template if you need some guidance.
Step 4: Implement the Changes
Through this process, you will have identified where you need to be in terms of keyword count, word count, and other terms to include. Take the original copy of the page and determine ways you can implement the insights you have gained. In all this, remember not to force it. Use common sense and be tactful and strategic as you include additional words and sections on your page. Think of the insights you have gained as a guide to enhance your content rather than the end-all-be-all. Get out there and get optimizing!
Endnotes: Other Things to Keep in Mind
- Some SERPs are primarily informational. If you examine the SERP and determine this, you may opt to build a landing page that informs instead of optimizing your current page (if your current page is more transactional).
- Relevance is critical. Don’t select a high volume keyword for which to optimize if your page isn’t relevant enough to that keyword.
- It is possible to rank for a keyword without ever using it in your content. In this case, a TF*IDF analysis through Ryte (part two of step 3) will be highly beneficial.
- Use common sense. Not all words you find in your TF*IDF analysis will be relevant. Choose the ones that are used the most, but that also fit with the content of your page.