Page Optimizer

One of the key tenets of Content Marketing and Inbound Marketing is that the delivery of high quality content that is valuable to your audience will drive your organization’s goals, be it online sales, enrollments, registration, etc.  At the same time, the way that many users find content is via web search, and therefore, optimization of your content for search engines is critical.  

The challenge most organizations face is finding the resources that are able to both create compelling content, but also write it in a search engine friendly way.  Many organizations have increased their content creation velocity by having experts from all parts of the organization contribute content to be used in your marketing efforts. This might take the form of Customer Service representatives writing blog posts, Product Managers writing best practice guides or departmental representatives (such as admissions or alumni managers) writing content for their department. But these content contributors can undermine your SEO efforts unless they are aware of what it means to write content for SEO.

Page Optimizer provides a critical tool to assist those content contributors in creating content that aligns with the SEO goals of the organization.  Most critically, these corrections can be made before content is ever published to the web. Rather than publishing content and finding out via services that check your live website that you have issues, you can ensure that content is healthy before it ever sees the light of day.  Once your content gets a “black mark” by search engines, it times time for your corrections to be recognized. Instead, you can start from the best possible position.

Configuring Page Optimizer

For the most part, Page Optimizer works out-of-the-box without the need for configuration. However, the keyword functionality requires ad administrator to enter up to 20 keywords (1, 2 or 3 word phrases) that you can use to analyze your pages. Using the Keywords Dashboard Gadget, an administrative user can set up the keywords to be used by the organization.

Using Page Optimizer

As you are in the process of creating or editing your content, an in-page tool allows you to analyze the page against a series of known issues that can damage your search engine rankings.  While in Edit mode, click on the blue button that says "Optimize".

Optimize Button

Page Optimizer will highlight the problems that you need to correct on the page and provide specific instructions on how to correct those issues.  Most times those issues can be corrected by the content contributor, though occasionally they may require intervention by a designer.

SEO Issues Tab

If you click on the Links tab, page optimizer also analyzes your page for any broken links and summarizes the number of internal links, external links and broken links. Since backlinking is an important process in content marketing, adding external links to your pages is important to drive traffic to your site. But since external site links can change, making sure those links are still valid is important. There is mixed opinion by subject matter experts as to whether broken links will impact search engine rank, but at the very least broken links provide a bad visitor experience and should be eliminated.  

Links Tab

The Keywords tab allows to analyze the page for keyword usage. First, it will identify whether targeted keywords (keywords entered on the Keywords gadget) are being used appropriately on the page.  Both over- and under-utilization are identified.  Second, Page Optimizer will show the user which words and phrases are most commonly used on the page.  This helps the content contributor understand if they are inadvertently stressing the "wrong" word or phase. For example, if I were writing a blog post on Content Management as a component of the Marketer's toolbox, but I inadvertently used the phase "Marketing Automation" more than Content Management, to a search engine that page would appear to be about Marketing Automation. Third, Page Optimizer  alerts contributors when keywords are not included in page elements like page title, meta-description, or heading. Since these are the key places that search engines look to determine the content of the page, it is important to use keywords in these areas.

Keywords Tab

Once the content author has made the desired changes to the page, he or she can submit it through an approval workflow so that those responsible for overall content quality can review the content. Page optimizer can be used during the approval process as well to serve as an auditing tool before publish.

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