We know this is contrary to our business model since we are a content writing agency, but we firmly believe optimizing existing content can lead to more traffic. In fact, updating content has been one of our biggest growth tricks, so we want to help you grow as well.
Developing an effective content optimization strategy isn’t easy, though. You must tune the techniques to the search engines and your target audience, so the process includes multiple steps, but that’s where our team comes in! Learn how to: identify content that needs improvement, optimize your articles properly, and track their performance. You’ll also find top tips and all pros and cons of content optimization.
Why Is SEO Important?
Optimizing your content is key to successful digital marketing since its primary goal is increasing website traffic. Good SEO leads to good ranking, which builds credibility and brings in your target audience seeking information or service you can provide. So, more traffic means more opportunities to convert potential clients into existing ones.
However, note that SEO isn’t the best and most successful technique for every website. Depending on your business type, paid advertising or other content marketing tactics might be a better choice. Learn more about content optimization to decide if that’s the path you want to take.
1. Identify Pages That Require Optimization
Before you start implementing SEO strategies, do a content audit to detect your best growth opportunities. We recommend doing this every year or once in two years.
Sites usually have a bunch of content ranking for various keywords, some by intent and some by accident. You should discover what queries your website ranks for and single out pages that have dropped in rankings. Google Search Console allows you to do that easily and free of charge, but you can also use SEO tools like Ahrefs to check your site’s performance.
Note: Fluctuations in rankings are normal, so don’t panic as soon as you notice any change, but be sure to monitor those pages and react if the issue persists.
2. Optimize Your Pages or Blog Posts
You may be surprised at what you can get out of your content and how much traffic you can generate with just a few tweaks. Here are our standard steps of the content optimization process for new and existing articles:
- Include the main keyword in your meta title, H1, and a couple of times within the page.
- Use an SEO tool like SurferSEO to get specific advice on what to include in or exclude from your article. For instance, its SERP Analyzer compares your article to other top pages ranking for the same keyword and then gives an extensive report on how to optimize the page.
- Interweave the article with internal links to improve the user experience.
- Ensure that your content is easy to navigate. For instance, use descriptive and clear headings.
- Update internal links leading to the updated page to make sure the anchor text includes the main keywords.
In addition to search engine optimization, you must optimize your content for humans, so it’s vital to create both keyword-rich and high-quality content. Always keep your audience in mind when making changes, and make sure your content is:
- Easy to understand
In short, focus on the quality of the content. Clarify or simplify complex sentences, and condense lengthy paragraphs. Also, your article must meet user intent, so be sure to provide the answers your readers are looking for early on in the content.
Tip: Find the pages that rank well for your desired keyword and check their word count. For instance, if your content is 500-word long and your competitors offer two thousand words, it means your article isn’t thorough enough. Detect what you’re missing, and be sure to add it.
What To Avoid
Keyword stuffing is a number one no-no. Your pages should contain keywords, but you can’t just throw a bunch of them randomly and hope to make it work. It will result in a poor user experience and probably harm your website’s ranking.
Instead, use those keywords to create high-quality content your readers will find valuable and interesting. Ensure your pages and posts are informative, well-written, and easy to understand.
3. Track Your Performance
Use Google Analytics or other paid SEO tools to track performance after existing content optimization. However, note that optimization doesn’t work instantly—be patient and expect to see tangible results in at least a couple of months. And don’t worry; as long as you follow our steps and tips, you will notice the difference.
Tip: To additionally improve your traffic, share the pages on social networks, send out newsletters to promote them, or contact influencers in your industry to get the word out.
Pros & Cons of Optimizing Existing Content
Here are the main benefits of regular and proper content optimization:
- Improving your site’s ranking in the SERPs;
- Increasing traffic and conversions;
- Boosting the credibility of your content;
- Engaging readers and retaining clients.
Although we’re all for optimization, there are a few cons to consider. The process:
- Will take a lot of time and effort;
- May not produce the desired results;
- Can hurt your ranking if not done correctly.
Overall, optimizing existing content on your website is a great idea and may boost your ranking and visibility, but be sure to do it correctly to avoid negative consequences.
Still Not Sure How To Do It? We’ve Got You Covered!
If you have no time, experience, or knowledge of SEO, you can still get your content optimized and boost traffic in a few steps. Rely on Hands Off Publishing to get the work done for you—make an online reservation or book a call here. We use the best SEO tools on the market and help clients optimize their content for as low as $25.