Optimizing Old Content And Gaining Traffic
On previous occasions we talked about the importance of publishing new content to get more traffic for a web. But what happens when we do not have the time or ideas to carry out this creative process ? There is a way to keep gaining web positioning without having to create new articles. Do you know how? Just update your old posts. The trick is to choose the right ones. Optimizing old content will help you get more traffic without having to spend too much time.
Optimize old content
You must go back to your editorial story and look for old posts that can be improved through on-page SEO . With some tweaking you'll be able to optimize old content and keep increasing your web traffic.
If you already have a time in the online world you are likely to have a lot of old pages. Obviously you can not update them all, it would take too long. So, where do you start? Which pages should you optimize?
First steps
The trick is to observe the search criteria of your website to find the pages that can give you that traffic boost. Google Search Console will help you identify the pages of your website that have been losing visitors but that have great potential.
To do this you must apply filters and search for example:
1. A position in the search engine between 8 and 20 with a high percentage of clicks (CTR). These are the URLs on which users click (when they see them). But most people do not pass the first page of the search engine, and it only contains between 8 and 10 organic results. If you can reposition these posts on the first page you will have an even higher clickthrough rate.
2. A position in the search engine between 8 and 20 with a high number of impressions. These are the URLs that Google has found of great importance for many popular searches. But, again, they are a little buried. You should try putting them on the first page as well.
3. A high number of impressions and a low CTR. These content are popping up for a lot of searches, but users do not click on them. You can optimize these pages for more clicks. Imagine how much traffic you could get.
Once you have finished the list of articles, review it and choose those content that are more in line with your business objectives . Do you want to get visibility for a specific product? Do you need a specific conversion rate? Focus your optimization efforts on the pages that support your online marketing strategy right now.
Improve your content
Then, analyze these pages one by one with an SEO tool like On-Page SEO Checker , which will tell you exactly how you can improve them. Make the updates and wait about 30 days. Has your search traffic increased? Good job!
To go a little faster
As we explained earlier, the traditional way to identify the content you need to optimize is Google Search Console, and then write each URL in an SEO tool . But if you are already a Alexa customer you can do all these steps on one page. We wanted to offer both options so that you choose the one that best suits your business and your pocket.
To do the optimization with Alexa you have to:
1. Connect to your Google Search Console account.
2. Open Alexa On-Page SEO Checker.
3. Click on "connect with Google". Data will be imported from the last 90 days.
4. Once you have done all the import you will be able to see the pages of your web with 4 key parameters: impressions, clicks, position, and CTR.
5. Use these filters as indicated above to identify the content that you can optimize.
6. Make sure you have a keyword assigned to each of them. The tool will also show you alternate keywords that drive traffic to those pages.
7. Select a maximum of 25 pages by checking the box next to each one.
8. Click the "Add Pages" button to generate an SEO report that tells you how to optimize those contents.
This way you can save more time on this task.
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Once you have started optimizing old content you will see how your traffic is going up little by little. As we have said on more than one occasion, the results of an SEO campaign are not immediate, but they are long term.
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