285 How to Optimize Existing Content on Your Website

Your published pieces of content lost higher Radheexch gradually. Some of them didn’t even rank higher on the SERP after the publication. That prompted you to hunt for ways to optimize your existing website & blog content in a bid to regain or gain ranking upward on the SERP.

Just to let you know, we faced the same issue for one of our brand websites; our organic traffic as well as rankings alike dropped and we were completely in a fix. We then carried out holistic research about how to optimize existing content and applied certain actions to our site.

To our surprise, we got phenomenal results in a few months! SERP rankings and organic traffic climbed up rapidly; even the conversion rate improved significantly. Luckily for you, I have assembled all the content optimization tactics we applied to our company website here in this write-up for your benefit.

How to Optimize Existing Content on Your Website

The content you publish on your site can be optimized in a number of ways. Using relevant keywords with good search volume, covering topics with helpful & updated info for different keywords, and generating backlinks from authoritative websites are some effective ways.

Let’s check out some of the proven tactics for optimizing existing content on your website —

Run a Content Audit of Your Site

Before optimizing your existing content, it’s crucial to know the status of your existing content assets. What I mean is that you should figure out which content pieces are performing and which aren’t. For that, you have to run a content audit of your website.

By running a content audit of your site, you can discover your website’s live pages with original links, and redirected, broken, as well as blocked pages. You can find out SEO issues on specific pages like low word count and duplicate meta descriptions.

Additionally, a content audit will help you understand key factors of your content page like content type, content format, pageviews, unique pageviews, average time on page, bounce rate, etc. Based on all these factors, you can get a clear idea about what to fix in your content pages.

Once you run your site’s content audit, all the data and metrics will show up in a spreadsheet. You have to take note of these data and act on the dissatisfactory metrics.

Identify Content Pieces That Lost SERPs Rankings

One of the post types that demand optimization is those that performed once but no longer are performing. That means you have to figure out these pages first and then discover what made these pages lose rankings.

In order to do that, the best tool you can use is the Google Search Console. With GSC, you can view top pages and collect key page metrics, including page URL, clicks, impressions, clicks difference, impressions, and page URL in a given period.

Figure out Posts that Never Performed on the SERPs

The number of posts you published on your website, the chances are some of them lacked the meat and technical requirements to perform well on the SERPs. That means keywords used in these pieces mostly didn’t soar in the SERPs, thereby failing to drive organic traffic to your site.

Wondering how to discover these underperforming posts and pages? Not a tough job! With GSC, you can individually or group check all your webpages and find out various metrics of them.

Not just queries and traffic data, you can even check whether conversions took place through different keywords from certain posts using Google Analytics. This will help you identify which posts didn’t work at all in converting visitors.

Apart from that, you can use various keyword research tools for identifying non-performing content pieces, some of which I have already introduced you to.

SEMRush, for example, shows detailed analytics of a website’s existing pages. You can figure out position-wise the ranked keyword list of an individual page, country-based organic traffic, page authority, etc. with this kickass tool.

So, the data collected from all these tools will help you get a vivid idea about the status of your non-performing existing content on your website.

Identify How People Found Your Website

I have introduced you to many paid tools that are handy for keyword research and competitor analysis. But they can’t provide you with the list of keywords and keyphrases that people visited your website.

Fret not! Google Search Console can help you find all the terms that your visitors used to visit your website. Just log into your GSC and follow the steps shown below —