The goal of content optimization is to make your website’s content engaging and valuable for both your target audience and search engines. Website visitors should be guided by the content to a desired outcome—placing an order, downloading an ebook, subscribing to a newsletter, etc.—and search engines should be offered text as relevant as possible to the selected keyword queries.
However, it is not always possible to work both sides at once, which leads to a need for strategic compromise and trade offs—changing the structure of your text and trying different styles. One way to improve your website’s search engine visibility is by utilizing a link-building strategy.
Either way, it is necessary to ensure that your content is relevant and of high quality. Even if you decide to outsource website promotion, you need to own your content strategy and understand the implications of optimizing your content for SEO benefits. Here is our concise, yet thorough guideline on optimizing content for maximum SEO value.
Developing a Content Strategy
One of the most common mistakes marketers make today is assuming that it is sufficient to add several links and keywords to an already existing piece of content (e.g., article, blog post, About Us page) to optimize them.
However, this approach has more drawbacks than advantages. First, it might be challenging to insert the target keywords and make them look natural in a sentence that has been created without considering them in context in the...
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