When it comes to SEO, most people don’t realize that Google treats all content equally. Different content certainly has its purpose, which can impact how Google perceives the content, but all in all, content is content. For example, service page content is typically crafted to outline the capabilities of a company to help generate a sales lead. Blog content is used to educate or inform customers, providing deep insights which lead to online authority on a subject matter. Social Media can provide quick attention to a hot topic or the activities of a business.

What most people don’t realize is that all content that Google sees can be optimized. When crafting content that goes online, for any reason, consider the search phrases that you would want your content to be found under. You can optimize job posts, resumes, Craig’s List posts, social media posts, forum comments and anything that can be found online. In doing so, all of your digital activities, be it for business or personal use, will start to perform better.

Consider Your Audience
When crafting content, consider your audience and what search phrases they would use to find your content. For example, if you manage a restaurant and need constant fresh applicants for waitress/waiter positions, mastermind your online job posts with keyword-rich content like:

“We’re hiring fun and engaging talent as a waiter or waitress. Let Roland’s BBQ be the next step in your food services career.” In this single sentence, we have the keywords “hiring,” “waiter,” “waitress,” “food services” and “career.”

In contrast, consider the bland description “Roland’s BBQ has two positions open immediately.” Google has much less to work with.

As a rule of thumb for content optimization… “you can’t capture rankings for keywords that Google can’t find.” There are some exceptions when it comes to synonyms like “mortgage” vs “home loan,” but in generally, this simple rule will help make everything you do perform better online.

Once you get the hang of it, working in target keywords into all of your digital content becomes easy, even second nature. It won’t take any more of your time than just writing normally. However, the impact of all your efforts will be increased. Simply by thinking about and implementing content optimization, it behaves like free search marketing.

Your Content Serves Two Masters!
Yes, not only do you have to keep Google happy, but you must appeal to humans too. When crafting optimized content, be sure that it reads well to people too. Getting someone to your content is only half the picture. The other half is getting people to engage.