How to Optimize Content for Search Engine Optimization (SEO)


Improving your website so your content appears high in search engine results is referred to as Search Engine Optimization (SEO). As Google is the most frequently used search engine, most partners want to appear as high as possible on Google’s list of search results.

You’ll find some great tips about optimizing content for SEO and improving your strategy below. However, we recommend going directly to Google to improve your rankings there. We encourage you to access the Google webmaster resources to understand more about Google Search and Search Engine Optimization (SEO) to improve the likelihood that your web pages will appear as high as possible in Google Search results.

In the past, there was concern that Google would penalize an organization’s SEO rankings due to duplicate content. However, Google has taken time to refute these claims and does not specifically penalize for duplicate content. Your SEO rankings improve the more often you freshen your content. Take a few minutes to learn more about duplicate content and ways to stay ahead of the content production game.


Click to expand each section.

The Bigger Picture on SEO

Zift's Content Syndication should be a part of your larger SEO Strategy as it will help you lift the burden of producing frequent, fresh and relevant content on your own. By leveraging and augmenting the content provided to you by your vendors and suppliers, you’ll improve the chances that your website/s will garner higher-ranked search results.

As most small to mid-sized businesses have limited time and resources to spend optimizing their website, here are some quick tips for making the most of your content.


Looking for just the basics? Your SEO strategy should include the following:

  • Relevant, helpful content in the form of blog posts, guides, videos etc. This content can address your unique business value and what makes your company special.
  • A great user experience that includes fast page speeds, clear navigation and good mobile display.
  • A focus on increasing the number of relevant, high authority back-links.
  • A strong social media presence.

Make sure your content is up-to-date. Fresh, relevant, and specific content gets noticed and ranks higher across the various search engines.

Consider using the Advanced SEO Option to generate the most SEO-friendly script for your website plugin. Using this option actually stores the content on the server rather than resolving to the browser using the standard JavaScript option. For more information, see Embed Web Plugins.

Social Media

Social networks allow you to connect with your audience and initiate conversations. You can use Facebook, Twitter, LinkedIn and other platforms to stimulate interest and link back to your website. Links back to your website are one of the biggest factors in improving SEO. By engaging with your audience, you will be perceived as a thought leader and further develop your brand.


Blogging is a great way to increase awareness and boost thought leadership. If you are blogging, be sure to monitor and respond to comments. Your readers may offer other topics of interest to them, providing you with a list of topics for future content.


Search bots love sites that are structured and easy to navigate. Easy navigation includes breadcrumbs and a page hierarchy. A simple way to assess the navigation is to have someone not familiar with your site to find specific information at your request. If they cannot find what you request, take another look at the navigation.

Related Topics

These sites give more extensive information to help you develop your SEO strategy (note: these are non-Zift sites so Zift aren't responsible for the content, or how up to date it is):

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