Yes, optimize everything you put on your Web site, then think of other types of writing for the Web that would be appropriate and optimize that too. Because online, content rules. And the more quality, useful, relevant content you have on your Web site, the more the search engines will like you.

Even if you think you’ve done all the search engine optimization (SEO) you can, I bet you can find at least one more place to put up keyword-rich content on that Web site.

Here’s an easy one: press releases. Write them, optimize them with keywords, post them on your Web site (as html, not pdfs!). And better yet, submit them so they get out into the broader world. We just submitted a press release to PRWeb for our small business marketing tips ebook. We optimized the press release for search engines as part of writing it, and now we’re posting it on our site too, to add to our own content. It didn’t take much longer to write an optimized version, honest.

Other content you can add to your Web site optimize for search: case studies, whitepapers, blogs (like this one)

Just don’t spam. Keywords to remember here are quality, useful and relevant. Be customer-centric. Yes, you’re putting up Web content to help you get found online. But once someone finds you, you want them to stick around. And that ain’t gonna happen if they click through and discover all you’ve done is stuffed a Web page with keywords, or just gone on and on about your company and what you’re selling.