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Integrating SEO best practices can be a lengthy, multi-step process. From integrating keywords, building links, and writing content, the process can feel overwhelming. While it can be easy to want to stop at creating new content, it is just as vital that old content is not neglected, but instead, re-optimized to fit with your new SEO strategy.

How To Know If Your Content Needs To Be Re-Optimized?

Of course, this prompts the question: How can a business know if its content needs to be reoptimized? The first step in determining whether your content needs to be reoptimized is to perform data analysis. In short, your business will need to identify whether your current content is performing well through organic search. By performing this analysis, you can begin to identify which pages need reoptimization.

There are a variety of ways you can perform this initial analysis. To begin with, you can check search queries for your site as well as specific pages through Google Search Console. Similarly, Google Analytics can provide insights regarding conversions and web traffic. Tracking tools such as Semrush can be useful in tracking individual keywords you want to target or that your competitors are already using. After completing your analysis, you can begin to understand where your content is succeeding, as well as what pages need re-optimization.

How Do I Re-Optimize When I’m Not Seeing The Results I Want?

Two strategies tend to be successful across the board in improving results. First, reevaluate your keywords. If your site consistently references complex or lengthy keywords and phrases, you are likely struggling to stand out. For maximum impact, your keywords should fit the topic of the page to better compete with similar content that will populate the search engine results page (SERP). You can determine what content and content structures rank well for your target keywords by performing competitor analysis.

Likewise, it is just as vital that your content matches your user’s search intent. Google recently placed an emphasis on ensuring that its content matches users’ expectations. To ensure your content meets this requirement, prioritize making content that follows Google’s E-E-A-T framework or content that demonstrates Expertise, Experience, Authority, and Trustworthiness.

How Do I Re-Optimize When I’m Already Seeing The Results I Want?

Even if you are satisfied with the results you are seeing after your content audit, there are still a few strategies you can implement to ensure you continue seeing the results you want. Small changes over time can demonstrate that your site is not stagnant but continuously relevant and worth recommending. Focusing on making your content clear, concise, compelling, and competitive will ensure this is the case. Your content is clear if its intent is easily identifiable and, subsequently, searchable. Keywords are a great starting point, but keywords are only successful when placed consistently and strategically.

Likewise, your content is only successful if it is concise and compelling to your audience. Make your content easily digestible by getting to the point quickly and easily. Visually appealing content with well-structured points, quote boxes, FAQ sections, or related content can accomplish this goal. Lastly, updating your content regularly ensures you continue to place above your competitors in rankings.

Enlist the Help of an SEO Professional to Re-Optimize Your On-Page Content

Regardless of whether you are succeeding or struggling to re-optimize your content for SEO, it can be challenging to understand how to remain relevant. If this is the case, BluShark Digital is here to help with your digital marketing needs. Contact the team today to get started!