We’ve all heard the tips and tricks for optimizing our online content. Improve your search engine results by using the right keywords, Meta descriptions, titles, and headers. Use easy-to-read fonts and designs. Make everything accessible by using alt text. We could go on and on about these things ad nauseam, but what would be the point? A quick search would turn up hundreds of articles covering these topics in depth.

So instead, let’s look at three things you can do to optimize your online content that you maybe haven’t thought of yet.

Tip 1: Follow Those Eyeballs

Studies over the years have shown that we read content online very differently than we read it on other types of media. By using eye movement tracking technology, researchers have been able to determine exactly where a person’s eyes tend to travel as they read online.

As it turns out, we tend to read our online content in an F-shaped pattern. That means, unfortunately, virtually everyone skims online content.

But don’t despair just because your readers aren’t absorbing every word — use this information to your advantage by putting key points that you want to get across in the areas where people are more likely to see them. That means the first sentence or two are incredible important and the third or fourth paragraph is the next most important, followed by the first few words of every other paragraph throughout the content.

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Tip 2: Present Content in New Ways

We’ve all read probably dozens, hundreds, or even thousands of blogs or news articles with very similar formats. They’re usually just a bunch of text on a screen, as if we were reading them straight from a word processor.

Though there’s nothing wrong with presenting content in a simple and easy-to-consume way, it’s good to occasionally branch out with something new. This is especially true for content that you really want people to pay attention to.

The next time you want people to really notice your content, try presenting it in a new way — create an infographic, use an online brochure maker, create a beautiful eBook, try video instead of text, or something else. The possibilities are endless, and you also don’t have to stick to just one type of presentation — use several to reach different audiences.

Tip 3: Use the Right Words

This might sound like an odd tip. Obviously, you’re going to proofread and make sure your content makes sense, is grammatically correct, doesn’t have typos, etc. But that’s not what we’re talking about here.

Word choice is huge when it comes to making sure your content works for you. Simply deciding to use the word “use” instead of “utilize” or “quick” instead of “fast” can make a big difference.

Luckily for you, though, Buffer released a list of words that convert. And not just a few, either. They’ve created a list of 189 words that are more successful than others at achieving your marketing goals.

The next time you need to create content, perhaps you should check out that list — and think about the other tips we’ve mentioned as well.

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