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Chapter 12. 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 organic search engines are looking for specific word patterns on your page to decide whether it should be shown at the top of the results list, but you also know that your page 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 placement marketers should pay attention, too. Increasingly, paid placement landing pages are subjected to editorial review to ensure that the page is relevant to the keyword purchased. We note where our tips are for just organic, or for paid, too.


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