Barb Mosher, in her article titled 3 Ways to Optimize Your Content Strategy, discusses how to optimizer your content using the following steps:
1. Analyze the content that people are reading & keywords people are searching on and clean/write more content to meet those needs
2. Track trending topics/keywords in Google for your product/service and make sure you are including them in your content
3. Incorporate Google+ into your sharing options
She closes her article with the following advice: Web content needs to be fresh and relevant, not just stacked with keywords.