How to Optimize Existing Content to Boost Its Performance and Rank
Being a good content marketer demands that you rank your content for strategically chosen keywords. This is why you should always seek to find new ranking opportunities and struggle to give your articles, even more, stronger traction.
Let’s assume you know the best practices of on-page optimization and understand how to come up with a well-performing piece of work. You might know how to optimize your writing perfectly before the publication, but: Have you ever tried optimizing an existing article to boost its results?
Within this write-up, I will try to shed some light on how to revamp your content by further optimizations that will push it even higher in the search results, capitalize on missed long-tail keyword opportunities and drive, even more, higher-quality traffic. Don’t leave your low-hanging fruits unpicked. Get to know how to reap them too.
Identify The Opportunity
Your first step is to identify the unpolished diamonds: the underperforming articles on your blog.
Articles that rank on the first page (lower than the top five results) and the second page – between the 6th and 15th position – are ideal candidates suited for a makeover. As the top five ranking positions bring in the most clicks, the articles under them are your low-hanging fruits, and any further optimizations of these will result in a visible improvement in performance.
You can use Google Search Console to detect those assets. Go to Search Analytics, and analyze the performance of specific queries. Click on Impressions and Positions and glance over the results. You should be interested in records that indicate a lot of impressions and rank between positions 6-15.
The second method is to use your Google Analytic to see what articles indicate drops in traffic compared to a previous period. You can easily change this downward trend by further optimizations.
It’s a good idea to perform extra optimizations on your biggest disappointments too. These may be articles that you thought would be promising because you spent a lot of time researching and writing but somehow weren’t as successful as you expected.
Now that you know what to work on, we can go to the second, essential step – optimization.
Optimize Your Existing Content
Once you’ve identified the articles, it’s time to answer the question of how to optimize:
- Update information and images. Your articles probably come from various periods, which means some are just old and outdated. They’re probably lacking some information. Do your research once again, check other resources on the web and compare their content to yours to see how outdated your article is. This refers to the text itself but also images and screens that may present the previous version of a specific page or tool.
- Make it complete. Perhaps your piece of writing doesn’t cover all the aspects of a specific problem:
– Check all the results that appear higher than your article for a targeted keyword/ keywords and see what they have that you don’t. Decide what you need to add to make your writing on a given subject comprehensive.
– Check related topics on Quora, Reddit and comments under relevant articles. See what questions people ask, then address them all when updating your work.
- Polish the structure of the article to make it visually appealing and even more compelling. Tweak your headline, other heading tags, and cover image. Implement more storytelling and add more high-quality media. Do your best to make your structure look simpler by removing unnecessary elements.
- Add a case study. You can also enrich the copy by adding a newly conducted case study.
- Improve the SEO. Go into Google Search Console once again, but this time, choose Search Analytics and analyze the long-term phrases driving users to the page you want to optimize.It’s best to download the whole list of keywords. Then go back to your article, check how many times each phrase appears in the body, and increase its frequency by adding keywords where it’s appropriate. Try to include as many as possible, while maintaining a natural voice and flow of the article.
- Be ambitious, self-critical and never settle for a mediocre job. Aim to create the best article for the given topic on the entire web. Always. This is the only strategy that will win you, customers.
These six optimization tips mentioned above – when done right – can turn any average-performing article into a shining star. Once you’ve completed optimizing your work, you’ll reveal the hidden potential of an article that’s been there all along, right there in front of you.
These kinds of updates deserve more buzz. So go on and relaunch your optimized piece of content. Don’t hesitate to change your publication date and promote your stuff as if it were new. You’re giving it a second life! Distribute it according to your strategy, and emphasize on the additions that you’ve made. If there is a new case study, new infographic or an expert roundup included, highlight it.
Back to you
How do you like my content optimization advice? Would you add anything? Maybe you’ve already tried it? Share with us your opinions and story in the comments below!
Also published on Medium.