Optimizing website content is a data-driven process that starts with keyword research. To start optimizing your content, first check which keywords the page ranks for right now.
- You can find this information in Google Search Console > Performance > Landing Pages > click on the page URL, then check the queries.
- Or you can use external tools like SEMrush, Ahrefs or MOZ.
When you see the keywords, you need to choose which of them are relevant to your business.
Then you create a plan for updating the content:
- will you expand existing paragraphs?
- add more subtopics?
- or do you need to rearrange the page layout to move up in the rankings?
When updating your copy, you can also plan for making the page better from a CRO (conversion rate) perspective. Think about:
- Adding social proof/testimonials to your page
- Explaining “the process” — what can customers expect from you?
- Add FAQs — they are excellent for both SEO and CRO