How Do I Optimize My Content Strategy & Improve Existing Content?

In SEO, content is king. By and large, what makes the greatest impact on your ranking for key search terms is your content strategy. Take a look at any major brand and you will see that they are generating dozens of new pages every single day. But not every company can post 10 blogs a day. So how do you compete and get the most out of your content strategy? Good news, for many websites the answer is not, double your content production. Instead, revisiting older pages can get a higher return on a lower investment.

How To Find Your Best Existing Pages

Whether your website is 10 years old or brand new, it should already have a few pages on it. Editing existing pages is less of a time commitment and is less challenging than generating completely new content. For best results focus on optimizing two types of existing pages: “highest trafficked” & “hidden gems”. Use Google Analytics to find the highest performing pages and the pages that are not performing as well as they should. For underperforming content, the key is to find pages that aren’t highly trafficked but also don’t have a high exit rate. If you have pages that have a positive conversion rate and low traffic, these could also be considered hidden gems. In most cases, these pages can be improved by looking at advanced keyword research.

How To Optimize Old Pages

Now that you have found your heavy hitters & some of your overlooked pages, it is time to optimize them. There are many tools online that can help you improve how you write for SEO impact. SEMrush’s SEO writing assistant can help identify keywords, improve readability, and offer other suggestions to improve your content. Improving how you use internal links also benefits your blog’s effect on conversions. Unfortunately blog content has a high exit rate, visitors don’t often stay on your website after they read the blog. One way to improve a page’s exit rate is to provide internal links in your blog that bring the user further into your website. It is important to use links and anchor text to encourage visitors to click them. Instead of just linking matching text, give your audience a reason they should want to click your links. There are a lot of ways to improve link clickability, to learn more take a look at this blog my colleague wrote on internal links. (See what I did there)?

How To Create New Page Templates

One great advantage that using Google Analytics provides, is seeing which general topics bring in the most traffic. If you see a trend in your blogs, plan future content around them. Improve your content strategy by providing update content on older successful content. If there are changes in the industry, new tips & methods, or new information on your high performing past topic, use your old content as a template for new content. Knowing what performs well can help make 1-2 strong blogs a month just as powerful 1-2 weaker blogs a weak.

Interested in improving your SEO or SEM strategy? Take a look at our other blogs that cover a wide variety of frequently asked questions, news & updates, and best practices. Or have our team at Boston Web Marketing perform a free website audit and we will create a plan tailor-made for your ranking goals.

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