Optimising content structure can enhance on-page engagement

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 29, 2019, 5:12 PM UTC

Websites get less than seven seconds to capture audience attention.

This piece states that by implementing a thorough content structure strategy, brands can increase on-page engagement and get higher rankings for their websites. An optimised structure, which makes use of headings and sub-headings, makes it easier for both visitors and search crawlers to scan and navigate the content.

The author suggests marketers should structure the content in a question-and-answer format to encourage audience curiosity and improve user engagement. Brands can also create a clickable table of contents, which directly leads to readers’ questions and help them with a concise answer.

Adding animated tutorials and mini-videos can further enhance on-page engagement. But, the author recommends brands should know who they are aiming their content at before they start optimising it.

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