Chapter 8. Optimize Your Content

Two-time American presidential candidate Adlai Stevenson once said, “Words calculated to catch everyone may catch no one.” Such is the dilemma of optimizing your content. You know that search engines are looking for specific word patterns to decide if your content—landing pages, ads, social media, and so on—should be shown at the top of the results list, but you also know that your content must appeal to the searchers themselves. How do you avoid “catching no one”? We show you the way.

And, although optimizing content is mainly a task for search marketers pursuing organic search rankings, paid search marketers should pay attention, too. Increasingly, paid search landing pages are subjected to quality algorithms ...

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