Why is it important to reoptimize content? We are producing more and more content to match how quickly we search, scroll and consume information. We are all up against stiff, global competition, AI, SEO experts, big data buffs and mega corporations so it’s important to get your content to stand out and be successful by optimizing, reoptimizing and reoptimizing again.
Search Engines look for quality content that is created for users, content that is original and helpful, not created merely for search engine rankings without adding any value.
No matter how great your product or service is, without well-crafted, engaging, and strategically optimized content, your potential for success is limited. Your content needs to match context and purpose. If the “bridge” between your business and your potential clients is not solid as a rock, even the most exceptional products and services may fail to reach the target audience and make the desired impact.
Understanding the characteristics of underperforming content is vital for ensuring that your message effectively reaches and resonates with your intended audience. By optimizing your content, you can maximize its potential and unlock greater opportunities for growth and success. In this comprehensive guide, we will take you through the key steps on how to reoptimize your content.
Reasons for Content Reoptimization
How to detect content that needs optimization? Underperforming content refers to articles, blog posts, landing pages, product pages, website pages, social media posts, or any other type of content that does not achieve the desired goals or expectations.
Content often fails to engage the target audience, resulting in low levels of interaction, a small number of shares, and a high bounce rate. Furthermore, underperforming content lacks the ability to convert users into desired actions, whether it be generating leads or driving sales. It may struggle to reach a significant audience, suffer from negative feedback, or contain outdated and irrelevant information.
To create high-volume or increase keywords, content may be AI-generated text and need a human review to add storytelling elements to make it flow naturally and engage the user; in their ranking, search engines prioritize the user experience and high-quality content over content created for the sake of SEO.
Additionally, the content may lack originality, offer a poor UX, display inconsistent branding, and lack optimization for search engines and distribution.
Conduct a Content Audit
First things first, you need to evaluate the existing content (content inventory) in order to identify the underperforming parts of it. A well-conducted content audit will provide insights into which pieces of content to create, update, re-write, or just delete.
You should analyze the key metrics such as engagement, traffic, conversions, and bounce rate to determine which content needs reoptimization efforts.
Additionally, by incorporating competitive analysis and gap analysis into your content audit, you can gather valuable insights and make informed decisions on how to reoptimize your content effectively, ensuring it meets your audience’s needs while staying ahead of the competition.
Tools like Ahrefs, Buzzsumo, Yoast plugin, Google Analytics, and Screaming Frog can be incredibly helpful in performing a content audit.
Find out if Underperforming Content Was Properly Optimized in the First Place
Experienced copywriters know that content optimization that aligns with good SEO practices is a critical aspect of content creation. The text should be organized into short paragraphs, with subheadings for better readability.
Relevant keywords (and the keyword here is “relevant”) should be identified and incorporated naturally throughout the content, including metadata (titles, headings, and meta descriptions). Keyword stuffing is a major no-no.
Internal linking should be used effectively to improve the content’s visibility and search engine rankings.
You should always keep in mind your current page ranking, current keywords, and the competitors you’ll have to distinguish yourselves from. While creating compelling and persuasive copy is important, incorporating SEO strategies ensures that your content ranks well in search engine results and reaches a wider audience so you need to strike a balance between valuable content and optimization.
There are several questions you should ask yourself:
- Did I structure my content using heading tags (h1, h2, h3, etc.) for readability?
- Is my title tag within 55 characters and optimized for my target keyword?
- Does my meta description provide a clear explanation of the content and include a call to action?
- Did I include properly optimized images with suitable alt texts to describe them?
- Does my text flow naturally or sound overly structured and generic?
Discover Search Intent and Incorporate FAQ into Your Content
Once you have made sure that all the key on-page elements are in place, it’s crucial to focus on content expansion, which can be time-consuming but it’s definitely highly significant. Comprehensive and relevant content plays a crucial role in Google’s ranking algorithm, making it essential to address thin, low-quality content for improved rankings.
Even if you believe your content is already comprehensive, conducting a quick Google search for your target keyword can unveil opportunities to further elaborate and enhance your content.
Once you google your target keyword, the related searches segment (also known as people also ask, people also searched for, others want to know…) of the search result pages helps you understand the search intent of your prospects. These valuable insights enable you to identify the areas where your content can be expanded by adding a FAQ section to better address users’ needs.
Breathe New Life into Your Content
Content can become outdated over time, making it less relevant to your audience. Review your underperforming content and update any outdated information or statistics. It has to be accurate and up-to-date, so add new insights, examples, or case studies to ensure it remains valuable and current.
Start by carefully assessing each piece of content and identifying outdated information or statistics. By replacing these with accurate and up-to-date data, you ensure the credibility and reliability of your content. That’s where the power of copywriting and content optimization comes into play.
For instance, a blog post called “Top Localization Strategies in 2020” should be updated and transformed into “Top Localization Strategies for 2024”. This updated version would incorporate the latest marketing trends, innovations, and tactics that are currently driving results in the digital landscape, providing genuine value to your readers.
Enhance the User Experience with Technical SEO
Last but not least, your optimization is not just about your content. it is essential to focus on enhancing the overall user experience (UX) of your pages.
Imagine yourself visiting a page with a slow loading time, broken links, or an unsystematic and cluttered layout not displaying properly on your device. Frustration sets in as you wait impatiently for the content to appear, only to find yourself contemplating whether it’s worth the hassle or not.
Speaking of page speed and mobile friendliness, these elements of the user experience are among the most important Google ranking factors. How often do you just switch pages or hit “back” because a page didn’t load within seconds?
Improving your page load time and ensuring that it is optimized for mobile devices can positively impact your search engine rankings and improve the overall user experience.
To guarantee your website loads quickly, there are several steps you can take:
- Optimize image sizes to 72dpi
- Evaluate and remove unused dependencies, such as plugins and tracking scripts
- Set up correct browser caching
- Minimize cookie size
When it comes to optimizing your website for mobile devices, which today just makes business sense, implement the following recommendations:
- Adopt a responsive web design approach
- Simplify your website’s navigation for mobile users
- Add touch-friendly elements and adjust typography
- Compress your CSS and JavaScript files to improve usability
Wrapping Up
Reoptimizing content allows you to climb the search engine rankings and avoid being buried on the second page of a search result or beyond. By implementing effective SEO strategies, providing valuable, relevant and comprehensive high-quality content, and catering to the needs and preferences of your target audience, you will increase the likelihood of ranking higher in search results.
Remember, reoptimization is an ongoing task that takes a lot of work and patience, but it is also a rewarding process – the efforts you invest in analyzing, refining, and enhancing your content can yield significant benefits for your online presence and overall business success.