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... control all these SEO influencers by optimizing them to increase their SEO rankings. Content can be optimized through keyword research and quality material. You can optimize HTML through HTML titles and meta-tags. Making your website more crawlable for search engines is a great way to optimize architecture. Marketers should not go overboard on trying to over optimize your content. Updates to search engines have made them more adept at recognizing when marketers are trying to heavily manipulate their search rankings using on-page SEO.