Content optimisation: make the most of your content

For most people, content optimisation equals search engine optimisation. Although optimising your content influences your findability, this is only part of the story. For us, it’s about getting the best out of your content. On all fronts. Good content is topical, relevant and contributes to conversion. Whatever your goal is.

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Improving your content, where to start?

Optimisation always starts with analysis. What are your points of improvement? Do all pages have a clear goal? Are your SEO keywords in the right place? Are the texts well written, written on language level B1, can you scan the page? Is your content up-to-date and relevant for your target audience? Does the content guide your visitor towards their goal? Are there opportunities for a higher conversion rate by adding a link or call-to-action?

Why is continuously optimising your website so important?

Because, your website doesn't exist just for fun. Whether it’s branding, sharing knowledge or sales, your website has a clear goal. So you need relevant, good content. A user-friendly, attractive and seductive website with good findability. In the online world innovation happens every day, so work on your website is never really finished.

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Getting specific: what is content optimisation?

Alright, here are a few examples of things you can do to improve your content:

  • Tracking down dead links
  • Deleting duplicate content
  • Compressing images
  • Deleting under visited web pages
  • Rewriting of texts
  • Adding keywords based on data analysis
  • Adjusting meta titles and descriptions
  • Rewriting microcopy
  • Deleting redundant code
  • Adjusting the URL structure
  • Adjusting alt texts

Content optimisation is carried out by a content manager, content specialist, web editor, copywriter and/or textwriter.

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What can Crossphase offer for your optimisation project?

The knowledge of our content managers and contentspecialists is always up-to-date. Ranging from SEO to writing content for a chatbot or voice assistant. Our support consists of 3 steps:

  1. 1. A content audit

    We analyse your website and pinpoint improvements resulting in a data-driven plan of action.

  2. Writing, adjusting, deleting

    Now we know what needs to be done, we do it. From rewriting to restructuring.

  3. Testing and measuring

    We(A/B-) test to see whether the adjustments are yielding the right results.

At the end of the project, we won’t leave you empty handed. We leave you with a solid content governance document and advice that moves you forward.

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Casestudy: optimisation of ‘Cheap train tickets’ NS

A top 3 ranking in Google and an increase of 160% in traffic for the page ‘Cheap train tickets’. Content manager Kimberley got it done in only 6 months, together with her colleagues at NS.

Read about her approach
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Need advice about or support for content optimisation? An exploratory meeting is always free and without any obligation.

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Shiane Gambhirsingh
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info@crossphase.nl