Keywords are chosen based upon their relevance to the brand and the likelihood that a potential user of that brand will use those keywords in an online search. The keywords are then integrated throughout the content so that they are picked up by the search engines as relevant to particular searches. This requires that Relevant content with keyword infused be implemented through out the site in a natural way.
To that end, content creation in terms of online marketing is important. Content must embody the spirit of the web site - helping to market the company and the brand and deliver a message to the intended audience in a manner that is interesting/entertaining to them and to which they are likely to give their attention; but it must also incorporate On page SEO in that it must include the keywords that were chosen for the site.
In this way content must straddle the line between traditional brand marketing and SEO. A reputable web site optimization firm will provide content services that do more than meet their SEO needs; content will be created to elevate the site's ranking on the search engines but also do the business justice in terms of effectively communicating its products, services, and philosophy.
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