A Content Manager’s Practical Guide to Doing SEO

As a content manager and writer, search engine optimization (SEO) in maintaining the rankings of a website can be a real challenge due to the many different factors involved.  This is because SEO is more than just putting in keywords or key phrases. It is a method that takes into account other aspects which improve the customer experience.

Here are a few tips to help keep your search engine rankings and address issues that may be overlooked when it comes to your SEO efforts.

SEO - Search engine optimization

Compress Large Images

This is one that often gets overlooked, but is very important as images can take up a great deal of space and make your website slower to download. Slower download speeds negatively affects your search engine ranking, so it is important to examine each image on your website and reduce them when necessary.

Check Your Metadata

Unless you have written all of the metadata, you may want to look it over to see if it is affecting the performance of searches. The metadata needs to be relevant to what you are offering. Otherwise you will not rank as highly for what your site is selling.

  • Different titles and meta descriptions for each page
  • Use best keywords for metadata
  • Eliminate duplicate content
  • Use tools to find the right keywords

Check your Codes


You will need to use your webmaster tools to check for 404 and 500 codes that lead to page not found and internal service error respectively. Now, a 404 code is not always bad for you search rankings, but you will need to minimize them and make the appropriate changes as soon as possible. The same goes for a 302 code that acts as a temporary redirect that will bring down your site ranking. Instead, use a 301 redirect that is preferred by Google and other search engines.

Use Good Product Copy

Your copy needs to be direct, but elaborate enough to explain the details of what you are offering. While brevity may be the soul of wit, you do not want to be so brief that you leave out key details that might help sell your products. So, you should use enough words to describe all the relevant aspects of each product and not one word more.

Internal Linking, Gap Analysis and Using Alt-Tags

More internal links increases the number of page views for each visit, so be sure to link together all relevant content to every page to maximize informing your customers. Proper gap analysis will inform you of new or trending keywords in your industry that will help boost web traffic. Finally, do not forget to use your maximum allotment of alt-tags that are descriptive and useful.

In addition, you’ll want to be consistent with the URL structure for every page so that it does not confuse customers and disrupt your search rankings. In the end, your SEO efforts should be focused on maintaining a solid, content-rich site that is uniform with as few coding mistakes as possible.