In today’s marketing space, there exist a few thousand, if not a million, new tools, tactics, and strategies. Taking much time to get acclimatized to, you may forget to go to earlier great articles to refresh content or optimize. Late last year, the topic of Content Pillars had yet again hit center stage in marketing circles. And with respect to search results, overlapping content doesn’t really help in getting better rankings. So it’s important to create once such content pillar that would fuel campaign and content initiatives, followed by analysis and audit, to make sure your content is performing well. On a recent study done on respondents who affirmed that they undertook the audit, the results were impressive.
> 28% Increase in Visitors Over Six Months
> The MoM Growth of Visitor Footfalls
1. Clear Out Old Junk – As a first step, realize that having multiple blogs on the same topic tends to put search engines in a state of confusion. This is because they fail to understand which one would be the best to serve up during an organic search. Its alright to have years of content that cover the same topic, although from different angles. Here one should know what content is still driving value and what is deadweight’ish, as they say. Start off with an audit of lesser performing content. Look for old posts that have had no new visitors in the last one year. Keep an eye on outdated topics, or articles that are not central to the audience. Keep in mind that you will also come across duplicate content that you may not have forgotten about. Create a spreadsheet, while taking note of the best content and topic categories. Unpublish any content that is not of any help. Outdated content only confuses search algorithms and gives the website lesser clarity. If it is not bringing value now, or can’t be optimized to bring value, then whats the point? You don’t need it.
2. Optimize Top Performing Content – Now spend some time with your posts that have driven traffic. Look for match keywords or similar topics. Old SEO strategies suggest having a wide variety of blogs on a topic. But today’s focus on topics, instead of keywords, makes them less effective. So, once you’ve identified content prime for an audit, keep in mind these steps.
> Content and traffic analysis to be completed for each item. Identify those posts that drive consistent traffic to the site and start off.
> Use that post and see how you can create a thorough blog.
> Revisit page title, meta description, and URL. Ensure SEO best practices are followed. Ideally, URL is kept same if many backlinks exist.
> Publish above changes to your updated blog. If the content has changed a lot, add an update note at the bottom.
> Unpublish and archive other blog posts with similar content and create URL redirects to the new property.
> If using the Google Search Console, submit your updated page to get it crawled by Google. This will ensure that content appearing on search gets refreshed very soon.
3. Help Google – Your external backlinks and internal site links are scrutinized when Google looks for the linking strength to a certain page. So spend time making sure your site’ s backlinks and internal links are targetting keyword phrases on the page.
> Site search around keywords that the content is optimized for will bring up pages that use specific keywords or phrases.
> Edit pages with new links to the updated blog URL. As Google only counts the first link, you don’t have to do it again and again.
4. Maximize CTR – The search Console by Google gives an ocean of information regarding organic performance for the website. Although it usually takes a couple of days for the data to trickle in, you should get the site authorized immediately. Check back and look at the data in a few days. As you get the data, try this to increase the CTR from search. Sort results by average rank and looks for pages with low CTR’s. Then perform a keyword search with Google and look at other high ranking content. Also look at how this outperforms earlier content. Is it the title, or an attractive description. Does it contain examples or definitions? Is it longer or deeper than the new content? Do the search in the Incognito mode and see if the results vary when viewed with no preferences. Of course, you have to add many more questions, but once you understand why somebody would click alternate results, start off with optimizing and updating content to increase CTR. But remember, the lower your content is, the more you have to work towards CTR and ranking.
In addition, quality content that is accepted by viewers and is ranked high, cannot be ignored. Revisit great performing assets and make sure they drive the necessary traffic.