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Content optimisation (also known as search engine optimisation or SEO) helps to ensure that people can find content that is relevant to them on search engines. A well-optimised website is more visible in searches, and that is important when most people only ever look at the first-page results.
An SEO expert identifies keywords and phrases that are most relevant when people search for a client website. Using a wide range of methods, Content Optimisation specialists then fine-tune titles, sub headers, body text, page URLs and other elements to ensure that keywords are incorporated.
The role of the Content Strategist sits somewhere between that of a Content Designer and a Service Designer. Content Strategists are very focused on the strategic planning. They establish the parameters, restrictions and synergies of a project, often within a legal, policy framework. They work out what content is needed and where.
A Content Strategist may create tone of voice, style guide, governance, workflows and taxonomies. A good Content Strategist can also knock up wireframe and workable prototypes too.
Content Strategists are brave yet friendly warriors. They champion their vision and strategic thought-leadership to the rest of the team and to internal and external stakeholders. They are not afraid to challenge conventional thinking to deliver the best possible user experience.
Most Content Strategy experts we know are great fun. Because of their exceptional people skills and ability to see different perspectives, they are able to direct and motivate other team members. In a world of Trello boards, sticky notes and ‘to do’ lists, they are the glue that binds it all together in an inspiring end-to-end digital transformation strategy.
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