Part of your digital marketing campaign is likely to involve optimisation of your content. This can be a simple as adding a few more keywords to the text, or you can get really technical and look up exactly which keywords should be used and how often. Some digital marketing agencies implement special tools to do this, named a TF-IDF (Term Frequency Invese Document Frequency). This literally checks your competitor sites for a specific keyword and looks up how often that keyword is used on the pages. You can then add the correct number of keyword phrases to your own site in order to help rank higher on Google.