Your Old Content Might Be a Traffic Gold Mine
If you think the content you published long ago is dead and gone, think again. Some of your easiest and biggest wins can come from existing content.
Check Out This Existing Content Case Study…
Here’s a perfect, real-world example of how content optimization works…
That article was published in May 2014 and had basically zero traffic until January of 2018. Almost FOUR YEARS of goose eggs.
That’s when Keyword Cheetah came along. We researched the article in January 2018 and discovered that the existing article wasn’t targeting any relevant keywords (it was close, but no cigar).
Next, we found a great target keyword that the post should have been targeting all along as well as over a dozen related keywords that we recommended be added to the article.
The main optimizations were done right away and then some additional optimizations were completed in February of 2018.
Google responded almost immediately and re-indexed the article to page one for the target keyword! The article ranks for dozens of other relevant “long-tail” keywords as well.
The result is that an article that got zero traffic for four years is now pulling close to 500 unique visitors every single week – nearly 2000 unique visitors a month (and still climbing).
And guess what? If this client were to pay for that traffic through Google Adwords, it would cost them close to $750/mo.
Why Does This Work So Well?
We’re never surprised by huge wins when optimizing existing content – it all makes perfect sense…
Existing content has three big advantages over new content…
- It’s already indexed, which means there’s additional real-world keyword data we can access.
- It usually has other internal links pointing to it.
- It often has backlinks from other sites.
When we do an existing content analysis, we don’t just choose existing articles at random. We analyze your entire archive to find the hidden gems – articles that have strong potential to win with optimization.
There are dozens of ranking factors we look at on top of figuring out the new target keywords and related keywords the article should be aiming at.
The bottom line is that old articles can often rank in a matter of weeks where new content might take many months.
This is great for you because it’s much easier to re-optimize a piece of content than it is to create brand new content from scratch.
Our 3-Step “Re-Optimization” Process
Our subscription packages don’t include existing content optimization because the process is a lot more intricate and time-consuming on our end.
Audit Your Existing Catalogue of Articles
We do a comprehensive analysis of all your existing articles, your traffic analytics, Google search console analytics, backlink analytics, and competitor insights in order to choose the articles that have the best potential to rank after optimization. Plus, we always make sure that we’re only optimizing content with the proper intent – meaning the traffic you win will directly translate to leads and sales.
Develop a New Keyword & Content Strategy
Once we have our target articles, we fully research each one to identify the new keywords those articles should target and develop a strategy for making the content higher quality than the content Google is currently ranking for those target keywords. This doesn’t just make your article more likely rank, it increases the overall quality of your content and improves the user experience.
Deliver an Optimization Report for Each Piece of Content
Once all the research is done and the strategy is finalized, you’ll receive a report that explains how to make all the necessary content optimizations. And if you don’t know anything about SEO, don’t worry, it’s all explained in plain English and you’re given a checklist that walks you through each optimization step.
What Does Re-Optimization Involve?
Are you just going to tell me to change the title tag and headline or is there more to the story?
Great question. While we can’t reveal our research tactics and strategies, we can tell you what a typical re-optimization campaign involves…
- Making changes to the title and meta description tags.
- Making changes to headings and sub-headings.
- Making changes to existing content.
- Adding new sub-headings.
- Adding new content.
- Removing irrelevant content.
- Sprinkling in related keywords.
- Swapping images or adding new images.
- Re-optimizing the image title and alt tags.
- Changing the URL and creating a redirect (rare).
- Giving you a clear backlink acquisition strategy if necessary.
Not all of those apply to every single piece of content we optimize. The strategy is dependent on many factors. All in all, though, it’s much easier to optimize existing content than it is to create new quality content from scratch.