Content Optimization Process That Goes Way beyond SEO in 2021

How to Build a Content Optimization Process That Goes Way beyond SEO:

About 27,000 years ago, humans began optimizing content so it could be discovered.

Like? They built libraries.

Libraries provide people with an organized archive where they can find answers to their questions.

About 2,300 years ago, the Great Library of Alexandria, Egypt, had a famous librarian, Callimachus, one of the most famous Greek poets and scholars.

But Callimaco does not take its fame from its stories. No, he introduced the library’s first current catalog. He probably built the world’s first Google.

In this month’s issue of Marketing Makers, I examine the evolution of content optimization and step into the challenges of content optimization in 2021. Watch the full episode here or skip to the segment where I show you a content optimization model for future plans you can Consider keeping up-to-date on all the ways people seek information today.

A modern framework for content optimization

To meet audience needs, you need to optimize your content for search engines, social channels, vertical channels, industry channels, and even your own channels.

I’ve developed a framework to help you think through each feature of the current content optimization model:

• Intention

• Authority

• Internal context

• External context

• To describe

• Technician

In this marketing segment, I explain how this model helps you optimize the content you find across the dizzying array of channels.

How to Create SEO Friendly Content (Final Checklist for 2021)

How can you create compelling, SEO-compatible content from scratch? We’ve identified 12 important steps you need to take to optimize your instance for users and search engines. Use this guide to map the entire process, from keyword research to copy optimization and content management.


Understand what your audience is looking for in your content. Try to understand their meaning better than they do.

The goal should be to easily find information that matches your intentions. This is the essence of search engine optimization.


Whether you’re developing your content, whether it’s for education, inspiration, entertainment or just watching authority matters. Details are important. Depth is important.

Authority is not expressed in any content. It is communicated through your content library. These features include links, links and relevant detail viewing, and deeper content so the content consumer never has to go elsewhere.

internal context

In short, distinct internal context is about meaning. This may be your point of view. It can be a one-time approach or a solution to a problem. This might include the information you want to provide.

A clear, consistent, and differentiated point of view and/or meaning in your content makes it stand out when people look for answers. The way it is presented also communicates the context, which can deepen engagement.

I call this the ‘set the bet’ problem. Someone in a bar says, “What’s the answer to that question?” Your answer. They search and find the answer to confirm what you specified.

Usually, the newspaper shakes its head, puts the phone in its pocket, and continues.

But what if your answer arouses even more interest? This interested them, and they read to their friend: ‘You knew too…’ This is the internal context you want to create.

external context

Technology and automation solutions are now entering the optimization framework to help with conditional contexts: how content will look on mobile devices and computers or what popups will appear on the screen.

You control how primary data like location, purchase history, content usage, device type, etc.

It also uses this data to decide what content to post on social media, vertical websites, and other interfaces where you can’t control the screen.

to describe

At this point in the framework, you create content that describes your content so that machines can classify, measure, adapt and activate the content. This content usually falls into three categories:

• Descriptive metadata: categorical terms related to the abstract. This could be the person in the audience, the buyer’s stage, the author, or the category of the product you are offering.

• Administrative Metadata: Content management elements such as publication dates, expiration dates, rights management, legal or compliance categorization, etc.

• Structural Metadata: Details that help link one content asset to another. It could be a dataset that responds to a request like “If you like it, you can too”.


Optimize the search technology you offer your audience in the last seat of the window. For example, make sure your website loads quickly and your content is suitable for viewing on mobile devices.

Create reusable content block templates as standard brand language, product descriptions, and interesting footnotes.

Continue as Callimaco

This optimization framework can help you organize your mind to always provide the best experience for your audience.

Start optimizing for people. Once you understand your audience and their intentions, you can optimize the content you want to find. Once you’ve created credible, valuable, informative, and engaging content, you can bring out the best meaning of your content and place it in a better internal context.

Once you have it (or are active), you can move on to the technical side of optimization with external contexts such as mobile, search, social, etc. You can describe this content so that machines can understand it and do more and technical solutions to display it better.

In a nutshell: YOU ARE Callimaco. You are not just poets and storytellers; you are also librarians. You’re here to show people the best stories when they need them.

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