I build and execute content strategies for sales-led B2B SaaS startups that sell complex solutions to large buying teams. | Former Inc. 5000 marketing director | Mom x 3
Optimizing existing content is an easy win. One of my clients saw a 360% increase in organic traffic! Here’s my process: First, do a content audit. This will help you prioritize which pieces of content to update vs. which to leave alone, redirect, or kill. I like to optimize blogs that: - Are ranking well (but not on page one) for high-value keywords - Are ranking on page one but dropping in position - Have 10 or more backlinks - Get a ton of traffic but low time on page - Get a ton of traffic but low goal completions (Add optimizations to your content calendar so you don’t forget to do it.) #balsays #contentmarketing
Summra Ahmad
2y
Works like a charm for content decay.
I wish I understood better how to optimise my content. I'm never confident how well it is working and exactly how to evaluate it.
Great advice. I follow a similar process. It's also good to look for pages that may be competing with each other, and see if they can split into two distinct KW sets. I like to use Mouseflow in the process too, to help re-organize content in ways that serve the users and find out if CTA placement makes sense. Looking at Geo Heatmaps, too, can tell you if the traffic you're getting is the right stuff or being flooded by a region you don't do business in.
Saving this! Usman Akram—I think we can add some of these points to our content audit SOP?
Lucjan Suski
2y
Great process! I love to optimize everything that has low Content Score and ranks on page 2 for high traffic keywords.
I do a lot of content decay upgrading as well. I always do a 6-month comparison on Google Analytics, and look for blogs that have a negative % change in visits/new sessions. That to me says the content is getting stale and needs some love. :)
The last tip in brackets is the one that gets me. From now, I'll know why people are including a revision date on their content calendar 😅
If things are not working the way you want them to, change the way you're doing it. Consult with an expert.
Band Booker, Promoter, Manager and Irish Tours Organiser / High Nature Value and Organic Farmer / Innovation & Entrepreneurship Writer-Researcher
2yThanks so much Erin. When you say 'do a content audit', are you meaning blogs + social media content, or does this also apply to content that people can interact with via your website for example.