Content re-optimisation can help companies improve their ability to drive organic traffic and conversions.
Ideally, companies aim to earn a place on the first page of SERPs. Focusing on content re-optimisation can help companies push their content ranking from the second or third page to page one of SERP. To effectively plan a content re- optimisation strategy, marketers should first prioritise a list of URLs and see if there is enough value in the existing posts to refresh or rewrite the same URL.
Marketers should also find out whether those URLs have a traffic potential. They should then find out whether those content will rank for competitive keywords or for commonly covered first few pages of Google.
Further, find out whether the website falls under the educational or transactional categories. To drive top-of-funnel leads, marketers should create blog posts, pillar pages and informational pages that match their target audience's search intent.
[4 minute read]