If you already have great or professionally written content which is un-optimized for your targeted keyword phrases, don’t be afraid to re-write the content as necessary. Websites that are under strict control of the marketing department generally have trouble letting go of the content allowing it to be properly optimized. The reasoning here is understood, however, without allowing some leeway for the optimization process, your marketing copy may have no problem achieving the sell, but the number of visitors coming from search engines will be minimal.
This post is part of a continuing series on the topic of:
Optimizing for Maximum Search Engine Performance
Sub-Topic: Optimizing Your Website Content.