Content optimization is the process of improving aspects of content to increase its reach or make it more engaging. In this guide, you’ll learn how to optimize content for SEO, conversions, and social shares. Content format — The content format in the search results (e.g., how-to, step-by-step guide, listicle, review). Content angle — The unique selling point of the competing content on the SERPs (e.g., discounts, inexpensive strategies, free shipping). A better approach is to look for subject matter experts using Ahrefs: Go to Ahrefs’ Content Explorer.