In Part 1 of this series, we covered the basics of keywords and why they’re the foundation of SEO. In Part 2, we’re diving into other powerful strategies to optimise your content and attract even more eyeballs.

While keywords are crucial to SEO, there are other simple ways to increase your content’s visibility, attract more visitors, and keep your audience interested. 

Let’s take a look at how you can improve your content and make it more impactful.

Write high quality content

Search engines have one main objective: to provide users with relevant and useful answers to their queries. 

Pages that provide well-structured, helpful and in-depth content are more likely to meet the users’ needs so will rank more highly.

Search engines also like authoritative and credible content so tend to favour well-written, well-researched posts backed by reliable sources.

Focus on the 3 Cs of UX copywriting: your copy should be clear, concise and consistent. 

The bottom line: don’t waste 5 minutes throwing together mediocre content just to hit publish.

Think about your layout

The layout of your content is crucial for SEO. The way your content is structured directly impacts how search engines understand and rank your pages.

Headings, bullet points, short paragraphs and white space all make your content easier to read and will keep users on your page longer. This signals to search engines your content is valuable.

A clear, engaging layout also encourages users to share your content, another green flag for search engines. 

Lastly, a well structured blog with proper HTML tags (like H1 for the main title and H2, H3 for subheadings) helps search engines crawl and index your blog more effectively, boosting your SEO ranking.

Include internal and external Links

Links are a must-have when it comes to SEO. 

Internal links:

• Keep users on your site longer 
• Make it easier for search engines to crawl your page
• Signal to search engines which pages are important on your website, which can boost rankings 

External links:

• Enhance your credibility by showing you’ve researched your topic, increasing trust 
• Provide context, helping users and search engines understand your content better
• Encourages backlinks from other reputable sites, boosting your site’s authority and rankings

Update your content regularly

Sticking a post up every now and then won’t cut it. You need to be consistently posting if you want your content to be favoured by search engines. 

The main advantage of regular posting is it shows your site/profile is active, which is good for your rankings. 

Frequent updates also encourage search engine bots to crawl your site more often, leading to faster indexing of new and updated content. 

It also encourages users to keep coming back to your site, increasing time spent on your site, which positively impacts SEO. 

Finally, it means you can constantly refine your keywords and make sure your content is relevant and up to date.

Missed part 1 of this series – or need a refresh? Check it out here and get the lowdown on everything to do with keywords. 

Co-authored by Jo Faith and Sarah Daley – experts in financial services marketing

Can we help with your marketing in 2025?

For copywriting, contact: jo@jofaithcopywriting.com

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