Why is everyone writing about content re-optimization?
I can’t tell you about those people writing endless streams of blogs on the topic , but in Brafton’s case, it’s been the fastest technique for improving rankings and driving more traffic.
But why does it work?
It’s probably a mixture of factors (our favorite SEO copout!), which may include:
Age value: in a very previous study we observed a clear relationship between time indexed and keyword/URL performance, absent of links:
More comprehensive content: Presumably, when re-optimizing content you’re adding contextual depth to existing topics and breadth to related topics. It’s pretty clear at now that Google understands when content has fully nailed a topic cluster.
It’s a known quantity: You’re only about to be re-optimizing content that includes a high potential for return. in this blog post, I’ll explain the way to identify content with a high potential for return.
How well does it work?
Some websites are bit of a playground for our marketing team to do new strategies. which makes sense, because if something goes horribly wrong, the worst case scenario is that I seem like an idiot for wasting resources, instead of losing a high-paying client on an experiment.
You can’t try untested procedures on patients. It’s just dangerous.
So we try new strategies and very thoroughly. track the results on Brafton.com. And by far, re-optimizing content ends up in the most immediate gains. It’s exactly where i’d start with a client who was looking for fast results.
In many cases, re-optimizing content isn’t a “set it and forget it,” by any means. We often find that this game is a kind of race, and we will lose rankings on an optimized article, and need to re-re-optimize our content to remain competitive.
So how does one choose which content to re-optimize? Let’s dig in.
Step 1: Find your threshold keywords
If a bit of content isn’t ranking in the top five positions for its target keyword, or a high-value variant keyword, it’s not providing any value.
We want to check which keywords are just outside a position that might provide more impact if we were able to give them a boost. So we wish to search out keywords that rank worse than position 5. But we also want to line a limit on how poorly they rank.
Meaning, we don’t want to re-optimize for a keyword that ranks on page twelve. they need to be reachable (threshold).
We have found our threshold keywords to exist between positions 7-29.
Note: you’ll do that in any major SEO tool. Simply get the list of all keywords you rank for, and filter it to include only positions 6-29. I’ll jump around a couple of tools to indicate you what it’s like in each.
You have now filtered the list of those keywords you rank for to include only threshold keywords. Good job!
Step 2: Filter for search volume
There’s no point in re-optimizing a bit of content for a keyword with little-to-no search volume. you’ll want to appear at only keywords with search volumes that indicate a likelihood of success.
Advice: on behalf of me , I set that limit at 100 searches per month. i select this number because i know, within the best case scenario (ranking in position 1), i’ll drive ~31 visitors per month via that keyword, assuming no featured snippet is present. It costs tons of money to write blogs; I need to justify that investment.
You’ve now filtered your listing of keywords to include only threshold keywords with sufficient search volume to justify re-optimizing.
Step 3: Filter for difficulty
Generally, i need to optimize the keywords — those with high search volume and low organic difficulty scores. i’m searching for the simplest wins available.
You do not need to do this!
Note: If you wish to target a highly competitive keyword in the previous list, you’ll be able to successfully do so by augmenting your re-optimization plan with some aggressive link building the content into a pillar page.
I don’t want to do this, so i’ll discovered a difficulty filter to search out easy wins.
But where do you set the limit?
This is a bit tricky, as each keyword difficulty tool may be a bit different, and results may vary supported a full host of things associated with your domain. But here are some important guidelines I provide to owners of mid-level domains (DA 30–55).
Now you’re left with only threshold keywords with significant search volume and reasonable difficulty scores.
Step 4: Filter for blog posts (optional)
We have seen that, blogs generally improve faster than landing pages. While this process can be finished either sort of content, I’m going to specialise in the immediate impact content and filter for blogs.
If your site follows a URL hierarchy, all of your blogs should live under a ‘/blog’ subfolder. this can make it easy for you to filter and segment.
Each tool will allow you to divide keyword rankings by its corresponding segment of the site.
The resulting list will leave you with keywords with search volume and reasonable difficulty scores, from blog content only.
Step 5: Select for relevance
You now have the boldness to know that the remaining keywords in your list all have high potential to drive more traffic with proper re-optimization.
What you don’t know yet, is whether or not or not these keywords are relevant to your business.
Your website is often reaching to accidentally rank for noise, and you don’t want to invest time optimizing content that won’t provide any commercial value. Here’s an example:
I recommend exporting your list into a spreadsheet for simple evaluation.
Go through the complete list and check out what may be valuable, and what’s a waste of time.
Now that you simply have a listing of only relevant keywords, you now know the following: Each threshold keyword has significant search volume, reasonable keyword difficulty, corresponds to a blog (optional), and is commercially relevant.
Onto a very important step that almost all people forget.
Step 6: No cannibals here
What happens when you ignore your supporter and provides all of your attention to a new, but maybe not-so-awesome friend
You lose your supporter.
As SEOs, we will forget that any URL generally ranks for multiple keywords, and if you don’t evaluate all the keywords a URL ranks for, you’ll “re-optimize” for a lower-potential keyword, and lose your rankings for the present high value keyword you already rank for!
Note: Beware, there are some content/SEO tools out there that will make recommendations on the pieces of content you must re-optimize. Take those with a grain of salt! Put in the work and ensure you won’t find yourself worse off than where you started.
Here’s an example:
This page shows informed our list for an opportunity to boost the keyword “internal newsletters”, with an enquiry volume of 100 and a problem score of 6.
Great opportunity, right??
Maybe not. Now you wish to plug the URL into one of your tools and determine whether or not you’ll cause damage by re-optimizing for this keyword.
On the other side, this list recommended that I re-optimize for “How long should a blog be.”
Now you’ve got a list of all the blogs that should be re-optimized, and which keywords they must target.
Step 7: Rewrite and reindex
You stand a higher chance of ranking for your target keyword if you increase the depth and breadth of the piece of content it ranks for. There are many tools that may help you with this, and some work better than others
We have used MarketMuse at Brafton for years. I’ve also had some experience with some content optimizer tool, which includes a very writer-friendly interface.
Substep 1: Update the old content with the newly-written content in your Content management system(CMS).
Substep 2: Keep the URL. I can’t stress this enough. don’t change the URL, or all of your work will be wasted.
Substep 3: Update the publish date. this can be now new content, and you would like Google to understand that as you’ll reap a number of the advantages of QDF.
Substep 4: Fetch as Google/request indexing. Jump into Search Console and re-index the page in order that you don’t need to wait for the next natural crawl.
Step 7: Track your results!
Be honest, it feels very good to outrank your competitors, doesn’t it?
I usually track the performance of my re-optimizations a few ways:
Page-level impressions in Search Console. this can be the leading indicator of search presence.
A keyword tracking campaign during a tool. connect the keywords you re-optimized for and follow their ranking improvements (hopefully) over time.
Variant keywords on the URL. there’s an honest chance, through adding depth to your content, that you simply will rank for more variant keywords, which is able to drive more traffic. Plug your URL into your tool of choice and track the quantity of ranking keywords.
Re-optimizing content are often a very powerful tool in your repertoire for increasing traffic, but it’s very easy to do wrong. You can opt our Content Marketing Services for the optimization of your site as the toughest part of rewriting content isn’t the actual content creation, but rather, the choice process, So avoid to do Content Re-writing.
Which keywords? Which pages?
Using the scientific approach above will offer you confidence that you are taking every step necessary to confirm you make the proper moves.
If you also want to become a skill-full content writer by Joining Our Content Marketing Training Course.