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Optimization refers to methods to improve the utilization of published content items. Optimization relies on the collection of data about user behaviors, and experimentation relating to different aspects of content that may influence that behavior (such as clicking, viewing, completing or submitting forms, etc.). Optimization can be applied to different phases of the content lifecycle: to content delivery (e.g., search engine optimization), or to content usage (e.g., headline testing and tweaking, or reducing the dropout in user flows).