Structure and optimize your content

How to structure your content and optimize it for SEO?

by Christian Bagnimbo on 6/08/2021

Updated at 3/02/2023

Content is very important for your website. Well written and well structured content will have a huge impact on your SEO. However, a messy and not very readable content will not help you; on the contrary, it will make you lose a lot of positions on the search engines. It is therefore better to structure your content well in order to make it readable by your users. In this article we at Oshara SEO agency will give you a few practical tips to make your content more readable and well structured.

How to structure your content?

Clear and readable content should be structured, well-spaced and easy to understand. Here are a few things to help you do that.

One H1 tag (no more and no less) for each article.

The H1 tag is actually the main title of your content. It is therefore important to have it on each article and not to have it more than once per article. 

Also, for better SEO, it is essential to have your main keyword in the H1 tag. Thus, already reading your title we will know what the content is about. In addition, search engines rely heavily on H1 titles to know what the content is about and propose it to Internet users.

Finally, we would like to remind you that you need to have just one H1 title for your content, no less no more. In addition, do not put the same title on two different web pages. You need a single title per page. It is very important to keep this rule in mind. 

Subtitles (tags h2,h3,h4...)

The h2, h3, h4 tags and others, represent sub-headings for your article. They allow you to give several pieces of information and to classify them so that they are clear and easily readable.

Thanks to subheadings, you can make your text breathe. Unlike the h1, the h2, h3, h4 tags can be used more than once in a content. Note that the numbers in front of the h (2,3,4..) do not mean second, third or fourth subheadings. It is just used to determine that each title of a given number is the subtitle of the title with the number that comes just before it. In other words, h4 is the subtitle of h3, and h3 is the subtitle of h2.

On a site, they can look like this:

< h1 >Page title < /h1 >

       < h2 >Subtitle 1 < /h2 >

               < h3 > 1st subtitle of Subtitle 1 < /h3 >

                      < h4 > 1st subheading subtitle < /h4 >

               < h3 > 2nd subtitle of Subtitle 1 < /h3 >

       < h2 > Subtitle 2 < /h2 >

               < h3 > Subtitle of Subtitle 2 < /h3 >

        < h2 > Subtitle 3 < /h2 >

You must have a logical order by following the explanations given above. So avoid placing an h4 directly after an h2. You must necessarily insert an h3 in between the two.

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Bulleted lists

Bulleted lists are like classification tools to make a long and heavy paragraph more readable and clear. They make it easier for the user to read and make the text clearer and more spacious.

Let's take for example the writing of the recipe for Canadian pancakes in particular the list of ingredients. Here are two examples of writing for this:

  • Writing method 1: 

To make the Canadian pancakes, you will need 500 ml of pasteurized milk, 2 separate eggs, 2 tablespoons of vegetable oil, 250 g of flour, half (½) teaspoon of baking soda, 1 tablespoon of baking powder, 1 tablespoon of sugar and 1 teaspoon of salt.

  • Writing method 2:

Ingredients for Canadian pancake:

  • 500 ml pasteurized milk.
  • 2 eggs separated.
  • 2 tablespoons of vegetable oil.
  • 250 g flour
  • 1/2 teaspoon baking soda.
  • 1 tablespoon of baking powder.
  • 1 tablespoon of sugar.
  • 1 teaspoon of salt

You can clearly see that Writing method 2 is easier to read. So don't hesitate to include bulletin lists in your content

Optimize your content for SEO

You have written your article, well structured and clear. Now you must optimize it for SEO. To do this you must develop a link strategy.

Internal links

Internal links are used to associate the pages of your website between themselves. This strategy is called internal linking. This strategy can also help you increase traffic on your site. Indeed, your visitors will be able to easily access other pages of your site. Sometimes some will come for one article and end up reading three, four or more.

All this will help your SEO because the more time visitors spend on your site, the more points Google will give you and consider you as a site with good content. With internal links you can direct visitors and search engines to your most successful pages or the most important pages of your site.

External links

An external link is a link that connects your website with another website. There are two types of external links. We have external links that are on your website and those that are on other websites. For example, you can create an external link in your content by adding a link to another website that does not belong to you. This can help you cite your sources or make your content better by redirecting readers to content you recommend. But there are also external links on other websites that link back to yours. External links work both ways and improve your SEO if the links you add have authority. In order to have internal links that boost your website, the most important thing is that they are contextual. We invite you to read this article (How to have contextual and relevant links on my website? ( to learn more about contextual links.

Avoid dead links (404 error)

Dead links are links that do not reach any page and bring up the 404 error page. These links are often created when you change the link of a page and you forget to update the new link in your old articles. 

It is then very important to check regularly if you have 404 errors on your website and to correct them. In case you have these links on several pages of the site, just add 301 redirects to the new link. This way, every time the user clicks on the link, he will be redirected automatically to the new link.

Christian Bagnimbo

Christian is a project manager and SEO specialist for Oshara. A true geek and digital lover, he loves to share his passion for digital marketing, technology and everything that goes with it.

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