Content optimization

SEO Content: Content Optimization

Guides on-page content optimization: word count, heading keywords, keyword density vs stuffing, multimedia, tables, and lists. Complements heading-structure (structure) and content-strategy (planning).

When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.

Scope

• Word count: Length by content type; quality over length
• H2 keywords: Placement, quantity, variation
• Keyword density vs stuffing: Natural use; avoid manipulation
• Multimedia: Images, tables, lists, video for structure and Featured Snippets. See featured-snippet for snippet-specific optimization; video-optimization for video SEO.

Initial Assessment

Check for product marketing context first: If .claude/product-marketing-context.md or .cursor/product-marketing-context.md exists, read it for target keywords and content type.

Identify:

1. Content type: Article, guide, listicle, pillar, news
2. Target keyword: Primary and secondary
3. Competitors: Top 10 average length and structure — see competitor-research

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Word Count

Google does not rank by word count. Length should match search intent and topic depth. A 1,000-word post that satisfies intent can outrank a 3,000-word thin piece.

Reference Ranges by Content Type

Content type	Word count	Notes
News / announcements	300–600	Time-sensitive; concise
Standard articles / how-tos	1,000–1,500	Single topic; actionable
Listicles / guides	1,200–2,000	"Top 10," "Best X"
Pillar / cornerstone	2,000–3,500+	Comprehensive; cluster hub
Competitive keywords	2,000–2,500	Top 10 avg ~2,400 words

Strategy

1. Analyze top 10 for target keyword — average length and depth
2. Match intent — informational often needs ~40% longer than transactional
3. Value over padding — each section must add genuine value; avoid fluff
4. Comprehensive coverage — answer the query and related questions

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H2 Heading Keywords

Placement

• Primary keyword: Include naturally in at least one H2 when relevant
• Related keywords: Use LSI and long-tail in other H2s for topical coverage
• Avoid stuffing: Headings must stay clear and readable; organic placement only

Quantity

• No strict limit — one H2 per major section; structure follows content
• Typical article: 4–8 H2s; pillar: 8–15+ H2s
• Hierarchy: H1 → H2 (major sections) → H3 (subsections); don't skip levels

Best Practices

Practice	Purpose
Descriptive H2s	Search engines understand context; users scan
Answer-first	Place direct answer in first 40–50 words after H2 for Featured Snippets; see featured-snippet
Keyword variation	Use related terms; avoid repeating exact phrase in every H2
Logical flow	H2s outline the article; support topical authority

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Keyword Density vs Keyword Stuffing

Definitions

Term	Meaning
Keyword density	(Keyword count / Total words) × 100; a metric, not a ranking factor
Keyword stuffing	Excessive, unnatural repetition to manipulate rankings; black-hat

Current Guidance

• Keyword density is not a direct ranking factor — Google has stated since 2011 that repetition alone doesn't improve rankings
• Reference range: 0.5%–1.5% for most content; some sources cite up to 2.5%
• Use density mainly to avoid stuffing — if density exceeds ~2–3% and reads unnaturally, reduce
• Prioritize natural placement: title, H1, first 100 words, 1–2 H2s, body; avoid forced repetition

How to Avoid Stuffing

• Write for users first; keywords should fit naturally
• Use synonyms, related terms, and question phrasing
• If a sentence sounds awkward with the keyword, rewrite
• Monitor: if every paragraph repeats the exact phrase, simplify

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Multimedia: Images, Tables, Lists

Images

Practice	Purpose
Alt, file names, captions	See image-optimization for full image SEO (alt, format, responsive, lazy loading, image sitemap, LCP, captions for Featured Snippets)
Original over stock	Unique images signal E-E-A-T — see eeat-signals

Content placement: Put images near relevant text; captions support snippet thumbnails. See image-optimization for captions; featured-snippet for snippet context.

Video

Practice	Purpose
Embed + metadata	VideoObject schema, video sitemap, thumbnail; see video-optimization
YouTube	Google prioritizes YouTube in search; GEO citation; see youtube-seo, generative-engine-optimization
Featured Snippet (video)	Video schema; timestamps/chapters; see featured-snippet

Tables

• Use for: Comparisons, stats, specs, "X vs Y"
• Semantic HTML: <table>, <thead>, <tbody>, clear column headers
• Featured Snippets: ~6% of snippets are tables; optimize headers with target keywords. See featured-snippet
• Mobile: Responsive; avoid horizontal scroll when possible
• Data quality: No empty cells; consistent units; accurate, current data

Lists: Ordered vs Unordered

Type	Use case	SEO / Snippet
Ordered (<ol>)	Steps, rankings, sequences, "Top 10"	List snippets (~19% of Featured Snippets); how-to; see featured-snippet
Unordered (<ul>)	Non-sequential items, features, options	Bullet snippets; definitions, options

Best practices:

• Use semantic <ol> and <ul>; avoid divs styled as lists
• Answer-first: For snippet targets, put the direct answer in the first 40–50 words after the heading
• Concise items: List items should be scannable; expand in body if needed
• Logical order: Ordered lists = sequence matters; unordered = no sequence

GEO / AI Citation

Answer-first (direct answer in first 40–60 words after H2) supports both Featured Snippets and GEO. For article-level GEO (TL;DR, Key Takeaways, QAE pattern), see article-page-generator and generative-engine-optimization. For Featured Snippet formats and optimization, see featured-snippet.

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Output Format

• Word count recommendation by content type
• H2 outline with keyword placement
• Keyword density check (avoid stuffing)
• Structure (tables, lists) for Featured Snippet opportunity; see featured-snippet
• Multimedia checklist (images per image-optimization; tables, lists)

Related Skills

• heading-structure: H1–H6 hierarchy; H2 keyword placement
• content-strategy: Topic clusters, pillar + cluster
• keyword-research: Target keywords inform placement
• featured-snippet: Snippet formats, structure; answer-first
• eeat-signals: E-E-A-T; original images, trust
• image-optimization: Alt, captions, format, LCP, responsive, image sitemap
• video-optimization: Video SEO; VideoObject; video sitemap
• competitor-research: Competitor length and structure as reference