Making sure your content is optimized for search engines is essential for effective content marketing.

But keeping up with the ever changing rules of search engine optimization can be daunting to even the most seasoned content marketers. Every time you turn around, it seems there’s another algorithm to adjust to, or another tool to learn.

So  this week on #ContentChat we invited content marketing pro Christoph Trappe to share his insights on the topic, “SEO for Content Marketers.”

A former newspaper reporter, Christoph sits on on the Internet Marketing Association’s International Executive Council, often speaks at conferences about authentic storytelling and has won numerous awards for his progressive storytelling projects. Christoph currently works at MedTouch where he helps hospitals across the U.S. with digital strategy.

Some 46 content marketing enthusiasts joined in on the conversation making for one of the most information-packed chats we’ve hosted.  We’ve gathered some of the juiciest nuggets in our Storify summary below.