What is content optimization?

Content optimization is the act of reviewing the content that exists on your current site and improving it to drive better results. From your ability to show up in Google to your ability to generate and convert leads - content optimization is an ongoing process of improvement.

In marketing, we are often told time and time again to create more content. But sometimes you need to take a step back, analyze the content that you already have and implement optimization techniques that will give you the most ROI possible.

There are three core elements of Content Optimization that Ross Simmonds breaks down in this video. The three elements include:

➡️ Search Engine Optimization
➡️ Conversion Rate Optimization
➡️ Off Site Optimization

These three things: SEO, CRO and OSO - Are massively important if you want to generate quality traffic to your site and turn those visitors into customers or leads. Here's a quick break down of what each of these items mean and why they matter to your brand:

SEO: Search Engine Optimization is the simple activity of ensuring a website can be found in search engines for words and phrases relevant to what the site is. There are two elements of SEO; on-site SEO and off-site SEO.

On-site SEO is is the practice of optimizing elements on a website in order to rank higher and earn more relevant traffic from search engines. Off-site SEO is the practice of acquiring back links from third party sites to drive more visibility.

You can learn more about SEO here:
https://foundationinc.co/lab/b2b-seo-...

CRO: Conversion rate optimization is the process of inspiring people to take an action when they visit a website or some type of asset online. By designing and modifying certain elements on that page, a business can increase the likelihood that the person visiting their site will "convert" into a lead or customer before they leave.

Off-Site Optimization: Are other sites mentioning you but not linking to your site? Are people referencing your product but not linking to your product page? Are people using old graphics? Old information? Off-site optimization is the act of reviewing the story being associated with your brand on other sites and ensuring that it is aligned.

In this video - Ross breaks down exactly what you need to know about content optimization and how to get your house in order in these different areas. Once you've understood the key components of content optimization, be sure to watch some of the other videos.