How to Utilize Content Optimization for a Winning Content Marketing Strategy


The investment in content marketing is increasing. And why not? Your customers want it, your investors want it, and the search engines want it. With over 1,400 blog posts being published every minute, it’s clear that marketers understand the value of content. But in order for your content to be found, content optimization is becoming a must.

Content optimization is the practice of updating on-page content and internal coding to make content more attractive to search engines and potential customers. Website information, blog posts, images, graphics, and videos are all types of content that can be optimized, or enhanced, to improve your site’s search engine ranking. Optimizing your webpage content will make it easier for potential clients to find your webpage, and help your sites information appear when searched on Google, and other search engines.

On-page Content Optimization

The most common way to optimize a site’s content is to update keywords, or selected words that specifically align with your content and target your reader’s interest. The keywords you select will drive customer traffic to your page and will ultimately help determine what you want your website to rank for in a search engine. Your company’s webpage should have your selected keywords strategically inserted throughout your content, and should be featured in:

  • The title tag
  • A subheading
  • The first 100 words of the article
  • URL
  • Image alt description
  • Meta description

Keywords and their synonyms need to be naturally imbedded throughout your content without over-doing the specific words, otherwise Google will penalize your site for over-optimization, making it harder for searchers to find your site.

When determining the keywords best for your site, remember you’re trying to target the intent of your audience. What information is your audience most likely to search for in relation to your company? What content can you contribute to help spark the interest of readers, and drive traffic to your site? If you’re having trouble determining keywords to add to your site, Google Trends is a great tool to help you determine which keywords are currently trending and will help target your desired audience.

Linking Optimization

Did you know 75 percent of business posts have zero external links? Both Internal and external linking are extremely important for search engine purposes, as well as keeping your readers engaged and interested in the content on your site. Linking relative information to authoritative sites as references, will help boost your site’s credibility and will help Google identify the accuracy of your content. Internal linking is another option to optimize your content, because it links your own previous relevant content to current posts. Internal linking helps drive readers to older, related content, essentially recycling information and keeping readers on our site. Internal and external linking can help boost your search engine rankings and keeps credible content flowing through your site (Constant Content).

Analyze and Track Your Data

In order to understand if your efforts to optimize your content is benefiting your company, it’s a good idea to track your website’s analytics and search traffic. Google Analytics is a free analytics software great for tracking the progress of your posted content. Google Analytics monitors your page views, time spent on web pages, backlinks to your website, social shares, and conversion rates. Through the analytic reports, you will be able to see what type of content is driving traffic to your site and which keyword strategies gain more traction. Once you’re able to recognize the trends on your sites, you will be able to strategically plan your content for beneficial optimization.


Content optimization helps strategically pinpoint the types of content that’s more attractive to potential readers and drives traffic to websites. Keywords in the title, the search engine optimization description, the HTML coding, and the URL are all used to maximize the searchability of a company’s site. Through content optimization, companies are able to align their sites with search engines, which helps generate their content when customers search for related information.

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