Despite all your efforts, are you continuously struggling to see the desired results from your existing content? If yes, then it is time to check your content inventory and make improvements where required.
If your content is at least six months old and needs to bring more traffic to your website, refreshing it can be more beneficial than producing new content. Once you update the content, the search engine once again gives your content a chance to rank higher.
That’s why you should improve your content inventory and create new content. In this post, you will learn a step-by-step process to rank your already-created content in search engines. Ready? Let’s get started.
1. Conduct a General Content Audit
Start with a thorough content audit before getting into the content improvement process. Whether you want to check the optimization of content or the performance of the content, a general content audit will assist you in determining what and where to improve.
You can use different data-gathering tools, software, or specially designed-spreadsheets to conduct an audit. You should track the key performance metrics such as traffic, engagement, conversions, etc.
These KPIs will help you find the gaps and problems in your content. Once you know the problems, you are good to go for their solutions.
2. Right Keyword Optimization
If your old content doesn’t perform well, there might be chances that either you targeted the wrong keywords or the intent of your targeted keywords has changed over time.
In both ways, you must research new keywords to find the most relevant keywords that perfectly align with your page intent.
Different tools like Google Keyword Planner, SEMrush, or Ahref help you find the ranking and relevant keywords. As a result, your keywords will align with your page’s intent and help reach the right and targeted audience.
3. Improve Content Structure
When readers land on a website, they decide in the first 10 seconds of skimming whether to read the content or go for the next resources. That’s why the first impression of your content matters to keep the reader on site.
Mostly, you need to solve the readability issues of your content to make it more engaging and appealing. Here are some simple tips to improve the overall readability of your content.
- Try to keep the sentence length up to 10 to 20 words and paragraph length up to 3 to 4 sentences.
- Break up the large pieces of content into small chunks by using bullets, numbers, or subheadings with a summarizing tool.
- Where applicable, include a relevant image or explanatory graphical element.
- Cover all the essential points by connecting them with transition words.
- Remove jargon and difficult words.
4. Optimize Meta Title and Description
If you have targeted the right keywords and your click-through rate is still decreasing, then you should consider improving the meta title and meta description. Having your content on the first page doesn’t guarantee that you will get more readers on your content.
That’s why your content must be presented with a strong and highly compelling title and description on SERP. Make your title such that the visitor that the visitor should not scroll without clicking it. Similarly, your meta description should clearly describe what is inside the content for the reader.
Using action-driven words, numbers, and targeted keywords in both the title and description can significantly increase the CTR of the page.
5. Update Outdated Information
As we discuss raising the level of old content, there are more chances that your content might include outdated facts, figures, or stats.
For example, if you create content in the medical findings or financial advice niche, you should update the last data used.
Moreover, regularly updating the content pings the search engine that your content is fresh. As a result, the search engine treats it as new content and starts ranking if well-optimized. It also makes you more credible in the eyes of search engines.
Check The Originality of Content
Whether you are a business owner, marketer, or blogger, there are chances that your content contains unintentional duplicate content. So, once you completed the above checks, make sure to check the originality of your content using any online plagiarism checker.
If your content doesn’t pass the plagiarism check, then improve the areas identified by the tool. If you have less time to spend and need high-quality corrections, then it is suggested that you use an online paraphraser to spin the copied content. A paraphrasing tool effectively reorders your content using relevant synonyms and changes the sentence structure without altering the core message.
In summary, refreshing your old content by identifying its flaws might be more beneficial, along with the creation of new content. It can improve your SERP results and make your content more credible. Targeting the right keywords and improving the overall content structure can give new life to your content. Moreover, updating the content information and checking its uniqueness also make your content search engine friendly.