Luckily we have a generous supply of intelligent and highly specialized tools and platforms we can use to write effective content that performs well. Your goals, the audience, the device, operating system and a number of other factors play into which tactics and tools are used to optimize digital content. 

Much of my work revolves around optimizing web pages. Search engines, such as Google, set the standard for how web pages should be written to not only rank, but to rank competitively with other sites out there delivering similar content to yours. And, so, we optimize for the search engine. 

One effective and impactful method for increasing clicks to your content is in locating “low hanging fruit” opportunities. Content that is currently ranking on page 2 of the SERP’s can be optimized  to rank on page 1, where you will see an increase in traffic to your pages. To optimize that content, we look at competitors’ content to ensure our content is better written and provides more details to answer user questions. We locate keywords, long-tail keywords, schema opportunities, increase word count on pages, link to other relevant areas of your site and improve readability, to name a few.

Content that is properly tagged and wrapped in the correct html markup, will not only perform well, but it makes it possible for users with disabilities to consume your content through screen readers. For example, placing descriptive text in an image’s alt tag attribute will ensure those with visual impairments can get a sense of what your image looks like.