Welcome back. In this video, we're going to talk about content optimization. And a lot of content optimization is a process of making sure your content has the right keywords, has the right multimedia and other elements that will show up in search engines. So obviously we want our pictures with our meta tags, meta descriptions. We want to make sure all of those are filled out correctly, and we want to make sure that our video links have the proper things behind them for SEO. So let's get in and discuss understanding how SEO works is crucial to understanding why content optimization is necessary. So, here's a brief outline of how we do this optimization for content. We want to create a strong internal linking structure. So, an internal strong internal linking structure, here's your number of internal links that we have. And these are links that refer into the website back to itself. So when we look at a site map, we're going to submit a site map to Google, but we also want to make sure that all of our pages are linked and everything's linked often more than necessary with our internal links. We want to make sure that everything's pointed to our homepage to give it some value. We want to make sure that we have pages and links in our footer. It's going to spread across all the pages. And that the pages we put in our footer matter because they're going to be linked to every page on our website that has the footer and has the header. If we put links in the header, such as a main menu over here on our whirlpool website. This header goes across every page on the website. So every page then would have this menu as a linking structure. So, that's something to consider with internal links. Now, let's look at navigation. I like our little whirlpool site here. I like it because it has really good navigation. If you go to whirlpools, what kind of baths are you looking for here? Are you looking for a whirlpool bath? Our designer bath, elite series bath. Here's some additional information. Here are some accessories. Just a little bit of copy about why designer series is better or elite series is better here on the website. And some of the advantages and some of the components. Same thing with air baths, combination, soaking tubs, walk-in tubs, physical therapy tubs. So you see how this flow makes sense. And this is a very important because we want to make sure that customers can navigate our site easily and effectively and find what they need to find on the website. So if we went to even a designer tub, we still retain this menu across the top on all pages. And this allows our customers to go back to the menu and look at whirlpool baths or look at our baths, and do that quickly and easily within the menu. So that's navigation. And that is one of the most important parts. Content organization. So we want to make sure we have the right keywords, we want to make sure that we have strong internal linking structure, we want to make sure we have good navigation. And lastly, we want to talk about multimedia elements. Multimedia elements are going to be our pictures, our graphics, our images, our videos, music, if you guys do music in your websites. I always recommend against it. But if you want to do music in a website, that's a multimedia element as well. So, all these are considered content. And then the last thing within content is our targeting keywords. So, when we look at a particular product, when we think about the copy, we want to make sure that we're targeting this to our target market, which in this case are homeowners over the age of 35, between 35 and 65 is our target market. Do a little bit with home developers, home builders. But our primary target market are those homeowners, 35 to 65, without children in the home, because they're more likely to actually model their bathrooms and house. So the difference between SEO keyword and content optimization is a little bit different. When we sit down and do our keyword analysis, we're making sure that words like bathtub and the model of the bathtub are in our copy. But when we look at overall content for SEO, we're looking at the entire front-end of the website that the customers sees. How easy is it for them to navigate the site? What's the elements that they see on the page? How are they interacting with the page? How are they interacting with the videos on the page? All of that is our content. And we also want to think a little bit about the organization and the flow of things like our menus. Things like do we want the whirlpools first? Do we want the combination tubs first? Or do we want our elite series listed? In this case, we basically went through our research in our website and listed our menus based on the percentage of sales of that particular category. But when we look at our website, we want to think about what our competitors are doing. So, it never hurts to pull up a few other websites and actually take a look at their website and see if your website measures up visually, if it measures up with the content, and if they have elements in their website that you don't, such as video content on the homepage. Maybe that's something that you want. Maybe they have their blogs. Instead of being hidden here under reviews, they have their blogs here on the top menu. And that's something that on a case by case basis we need to sit down and go through and actually look at as SEO. So, this has been content for SEO. We covered content optimization. And content optimization is the process of making sure that your content has the right keywords, the right multimedia and other elements, and we get those to show up in the search engines. We covered some of the differences between keyword research and content optimization. Being that our keywords are going to be targeted based on their traffic, but our entire look and feel of our website is going to be geared toward our target market.
