Jan 2023

5 simple things you can do to optimise the content on your own website

The overall user experience and search engine rankings of your website can be significantly improved by optimising your content.

Do some Keyword Research.

Keyword research looks at the words and phrases people use when they search for information on a particular topic and helps you understand what people are searching for. Doing this can help you write content and format your meta tags to match what your target audience is searching for and improve your chances of appearing higher up in search engine results.

You can do this yourself using Google’s Keyword Planner.

Optimise your images so they’re search engine friendly.

There are a few things you can do to ensure your images are optimised well.

Use descriptive filenames that are easily read rather than the default filename from your camera or your photographer. If the photo is a product shot then give it the name of the product, if it’s a view across the Waitematā Harbour then then name it “Waitemata-harbour-view.jpg”.

Your CMS should allow you to add "alt text" to your images. This allows you to describe in detail what the content of your image is and is used by screen readers as well as search engines to help them understand what the image is.

Make sure you’re using the correct file format and your images are compressed. Always use JPG for photographs. Only graphics or images with transparent backgrounds should be in the PNG format so if your photo is using PNG, convert it to JPG and then compress it.

Structure your content to make it easy to read and more visually appealing.

Use headings and subheadings to break up your content. This makes it much easier for visitors to scan and read. Use an H1 tag for the main heading on the page (use it only once) and then use H2-H6 tags for subheadings. Make sure you include some keywords where it’s relevant.

Don’t write long paragraphs. Break them up into short paragraphs that separate different ideas. You can include bullet points and numbered lists and use formatting such as bold and italic to help highlight important information. Just don’t go overboard on bold or italic.

Adding relevant images or video throughout your content gives your readers a small break but also goes a long way to making the content more appealing and engaging as well as visually supporting your message.


  1. Include headings and subheadings
  2. Write short paragraphs
  3. Use bullet points and numbered lists
  4. Highlight important information with bold and italic
  5. Include images or video that's relevant.

Make it informative, engaging, and relevant.

This goes a long way towards improving the user experience on your website by giving your visitors the information they’re looking for and can help keep them on your site for longer and increase the likelihood of them returning later.

With good quality content your website is more likely to be considered a reliable source of information and can lead to increased trust, more website traffic and ultimately higher conversion rates. This all helps improve your search engine rankings.

And most importantly, keep it simple. Don’t use complex or overly formal language styles and if you have to use jargon, make sure it comes with an explanation.

Use internal linking in your content.

Having links in content areas to other internal pages makes it easy for visitors to navigate through your site and find further relevant information.

It has the added benefit of helping to pique their curiosity to continue exploring and view more content they weren’t specifically looking for. This can help them become better informed about your offering as well as build trust.

Linking to other pages on your site gives you more control over user flow. It allows you to guide your visitors through your site in a way that makes sense.

Get in touch with us

If you need help or further advice with any of the above then flick us an email.