How to Get Your SEO Efforts to Next Level by Optimizing Old Content?

The main aim of digital marketing professionals is to move the client’s SEO strategies forward. But when you focus to create something new, you miss an opportunity to improve and review the existing SEO work.

Optimize High-Converting Posts

One thing that is mostly overlooked is re-optimizing. In other words, it means improvement of existing content. This blog will help you to optimize your website content and ways to charge your SEO value.

Expansion of Blog Post Can Add SEO Value

The first thing one must make sure is to have a list of website’s blog post. The next step would be to check each post’s length.

If the post exceeds more than 2000 words, then you are on the plus point as the Google rewards lengthy posts with visibility higher in the search results. So, one can lengthen the short posts to add the value of SEO.

To lengthen the post, you need to focus on many factors like the audience, inclusion of information in the original posts and the data that tells you about the post performed.

The digital marketers today take a backseat to include the subject’s history. They think it is of less important and would like to include the trending and happening events.

It is also believed that starting off with the subject’s history is not the best tactics. But a lengthy post actually benefits the website with a touch of history and background adds magic to the entire blog or posts. It is considered a good method to make a story on the topic.

There are so many ways to add value to the post, out of which is to interview someone in the industry. They can be someone who is far from the race but provide reviews to your service or product. You can also have a talk with an expert and include the new information in the blog posts.

Tweaks must be added to make sure that the new information goes well with the old content. It should also flow well with the post so that it gets highlighted in the social media and gets appraised in the industry level.

Now looking at the killer tactics, to expand the post in a great way. You can collect data or survey from the topic industry in a different and unique way. Then find a way out of the conclusions that can be drawn out that would add value to the posts. This strategy can be combined with the previous one by interviewing another expert or client about the data that has been revealed.

If you got a post that has been outdated but got helpful information, then this is the perfect place to collect future predictions. All you have to do is just update the post and it becomes new and trendy and happening in the social media.

The other ideas to expand your posts includes adding of FAQs and checklists and also about adding additional resources information. Once the expansion is made, make sure to monitor the changes. Look out for the post that got biggest traffic increase after the added content.

You can also review the blog posts that has 2000 words. And verify how well the main keyword is ranked for every post. Review which of the competitors ranks high than your site.

After reviewing ask questions to yourself such as why it has better performance rate? Are their posts longer than your blog or posts? Or do they have a better engaging element than yours?

Review of Internal Linking

With the help of the review process, one can see how internal links are being used within a website.

Are they helpful to move prospects closer to a conversation? Do they link to a higher authority, relevant page on the site? Look out for pieces missing in the buyer’s journey? Does the site have any new posts that could gain any traffic or any relevant one which you could link to an older or established post?

The above are not any new ideas. These are all the simple steps to optimize content on your website. Other points to take SEO efforts to the next level includes.

1] Create an SEO Content System

The content system requires alignment of SEO optimization towards one goal. The contents that are created from other baselines will dilute the efforts of optimization altogether.

To make sure that the content stands in line with the optimization goal, make a system that will be helpful to get a quick reference for the content creators.

This will help in answering multiple questions like what and how the images are to be used and optimized, what to use as headers and how will it be optimized, the content intent and the audience targeted.

2] On-Page and OFF-Page Activities Balance

It plays a very important role in optimization efforts. There should always be a good balance between these activities. This can be achieved by Site map and Website navigation, folder structure and Website architecture, Optimization of Meta tags, Fixing of technical errors, indexability and crawlability, updating of content, security of sites, sub-domain inter-connection and main website, links of internal structure, mobile-friendliness and site speed.

3] Segregation of On-Page and Off-Page SEO Responsibilities

There are many tasks that show whether it is technical or non-technical SEO, while there are also some that tend to miss out on those areas. These elements can have a destructive effort on the website, rankings, user experience, traffic and lastly the overall sales.

The most important thing in these content strategies is the continuous flow of traffic. This will require efforts from all the different factors, that is the restructuring of website, user driver content, support from the off-page activities, research from the external partners.

4] Technical SEO Roles and Optimizing Effort

The organizations today have a separate technical team that is responsible for the website technical area. Such team includes content marketers, web developers, IT technical team and link building strategists.

Most of the time, the coordination is often overlooked and that in turn affects the SEO overall effort. To have an ideal optimization strategy, there must be equal coordination between these teams and also good understandings.


To stand above the competition, one must build balance between the non- technical and technical SEO effort, off and on-page activities. Good coordination between the teams will not only help you reach towards your SEO goals but also provide you new opportunity to be ahead of the competitors.

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About the author

Michael Austin

Michael Austin is a Internet Entrepreneur, Blogger, Day Dreamer, Business Guy, Fitness Freak and Digital Marketing Specialist. He also helps companies to grow their online businesses.