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How To Work On Content Re-optimization And Get The Best Out Of It

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By Author: kalpana Singh
Total Articles: 3
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In the present day scenario, content is almost everything. Right from SEO ranking, to various other digital marketing characteristics, content plays a crucial role and hence it is essential to spend quality time on content creation and content optimization. Writers are in demand to create quality content for various domains and thereby it has given rise to content marketing as a special part of marketing, more specifically, digital marketing. Let us read through the article to figure out the need for re-optimization, important content re-optimization strategies, and the tools that are widely used to re-optimize the content.

1.Need for Content Re-Optimization in Content Marketing

When you already have content and it doesn’t rank that well, then you need to consider re-optimizing. The main reason you can dive into content re-optimization is that it is less time consuming than starting to work on a fresh piece of content and also, you need to know when you need to consider re-optimizing. If you are enlisted on the second page of SERP results, then it is definitely a matter of re-optimization. Tweaking here and there will and re-optimizing accordingly help you to come up on the first page of SERP. This is an important aspect of the content marketing strategy.

2.Essential Content Re-Optimization Strategies

Now that we know the need for content re-optimization, let us look into the essential content re-optimization strategies.


2.1.Re-Target the right target audience with apt Keywords

Keywords are the actual bait in the ocean of SEO ranking. Without apt keywords, you can’t reach out to your set of targeted audiences. Especially when you’d have written content a while ago, certain keywords that you used would have ranked well but not now. Hence it is essential to work on the following parameters to do preliminary research on content marketing:

2.1.1.Target Audience Research

When you re-optimize, you need to know to whom you are writing/addressing currently. Hence it is important to conduct surveys and know about your audience now. You need to understand what they are seeking at present, by knowing the demographics, habits, and preferences. These pieces of information will give you an idea of whom you are retargeting exactly and therefore, you will be able to deliver better-updated content.

2.1.2.Target Keyword Research

It is a known fact that keywords are the essence of content marketing, you need to figure out what are the possible relevant and high volume keywords that fall under your expertise radar at present. This way you will be able to retarget those sets of keywords and come up with content re-optimization techniques accordingly.


2.1.3.The topic of Interest Research

You need to stay up to date on current trends. And you need to keep researching on the current hot topics that are being on the internet predominantly. Therefore it is an essential content marketing strategy to carry out research on the current topics of interest and re-optimize your content accordingly.

When you carry out the above steps you need to keep in mind the following points.

1.Who is your current target audience
2. What is the nature of the information that they are seeking
3.Why do they seek that piece of information
4. What kind of keywords do they use to seek that information currently?

The above questions will help you to hit the bull’s eye (the essence of the content) properly.

2.2.Re-Work on the Readability of the content

Only when your content the relevant readable information will the audience stay on your page and read it. This is monitored by Google. So, you need to work on content re-optimization in such a way that your content has high readability. You can stick on to the following checklists to make sure that your content is having good readability:
1.Good Clarity
2.Well structured & organized
3.Logical and relevant
4.Simple and easy to understand

2.3.Re-Visualize the visuals

When your blog/article is too wordy, people tend to lose interest at some point in time. That is where visuals come into the picture. You need to add appropriate pictures but not overdo in order to make the whole reading experience a splendid one. Google Page Ranking and SEO Ranking gives weightage to user experience. Hence when you work on content re-optimization strategies, make sure you keep this in mind and add updated images.

2.4. Cite the Facts Stated & Update

When you’ve written a good article/blog a while ago, it might not have hit you to cite the references as they did not significantly have any importance until now. Referencing helps in backlinking which contributes to Page Ranking. As per the current trend, it is good to justify facts and statistical pieces of information. And when you do so, make sure to site the facts and stats that you use in the blog/article. So, add facts and stats and update your content according to the current trend. This increases the credibility of your content and helps to rank better.

2.5.Revise and Integrate the Sub-divisions

You’d have written many sub-points and subdivisions in your blog back then as it might have had weightage to the currents of that time. But that need not be vital for now. Hence it is important that you club the details abstractly and add new topics relevant to your blog but have more present-day relevance. By updating and integrating the sub-divisions, you will be able to rank better now.

3.Importance of Search Intent in Content Marketing

Google has evolved so much in the past years and is still evolving. Search Engine now looks for the intent behind the keywords that are typed. That is how far the artificial intelligence of Google has evolved. So, while re-optimizing the content, you need to be aware of the search intent related keywords. Google categories the keywords into three types:
1.Informational
2.Navigational
3.Transactional

According to a study, 80% of the keywords have informational intent and navigational and transactional keywords have 10% of search intent each. So, when you work on content re-optimization, make sure your content has high informational value catering to the current trend. You could use words like the following:

1. How does/do
2. Ways to
3. How can I
4. What is
5. Guide, etc.

4.Tools used in Re-Optimization of Contents

Many tools have evolved since content marketing is being predominantly focussed on at present. The following are some of the most commonly used tools used in the re-optimization of content.


4.1.Ahrefs

Ahrefs is a widely used tool to grow the traffic of the search, study, and research about your competitors and keep an eye on your niche. Ahrefs tool helps you to learn how your competitors rank pretty high and what you need to do in order to rank better. By using this tool, you can get an update on the keywords that are being searched in high volumes and thereby re-optimize your content to rank better.

4.2.MarketMuse

MarketMuse tool uses AI content strategy and intelligence that helps to work on re-optimization of your content. This tool helps you to predict the success of the content by checking the difficulty score and scores you according to the content on your website. By doing so, it will give you a skeletal outlook of the ways to weave your content better and faster.


4.3.Ryte

Ryte tool helps you to scan your website’s health and will suggest to you what needs change. Issues such as 404 errors and broken links can be avoided to a greater extent using this tool. Also, when it comes to the content, it helps monitor the quality of the content and that way you can work on content re-optimization effectively.

4.4.Clearscope

Clearscope tool helps you to get highly selling content that drives organic traffic by focusing on the relevance of the content. Apart from the grading system, clearscope also provides alternative words that will help aid in ranking better. The readability analysis helps you to re-optimize the content to best fit your target audience.

4.5.Trafficestimate

Trafficestimate helps in monitoring the SEO analytic parameters closely. You can enter a website URL and check for the traffic estimate and know for which factors they get more traffic. With that intel, you can re-optimize your content and get your website to rank better. This tool helps you to generate meta tags and checks for the keyword density as well.

4.6.Grammarly

Grammarly tool is one of the very popular tools to check for grammatical errors. Reworking on the already existing content is fine, but you need to be absolutely sure if you are grammatically error-free. That is where Grammarly comes into the picture. It is a free tool, however, if you need further deep check, you need to subscribe.

4.7.Coschedule

Coschedule is an amazing tool to work on. Keywords need to be spotted on the heading as well. Also, you need to make sure that your content’s heading is scoring well in order to rank well. So, once you are done re-optimizing your content, you may need to re-write your headings and subheadings and for that purpose, the Coschedule tool comes in handy.

4.8.One Text Dot Com

One Text Dot Com is a handy tool to check for plagiarism. In the present day scenario, as the need for content is rising, you need to make sure that you don’t end up re-optimizing the same content as that of the one that already existed in different forms. Hence in order to make sure that your content is original, even after re-optimization, you can check with this tool.

5.Conclusion

Google continuously comes up with new rules and regulations for SEO ranking, page ranking and other essential aspects of digital marketing. Hence it is important to keep updating and upgrading accordingly to keep up. This is the main reason why you need to keep looking out for content re-optimization from time to time. Apart from that, content re-optimization helps in making the content more crisp, attractive and useful for the audience who read them.
The ultimate result of content re-optimization is the enhancement of the technical performance
of the content and help them rank better.

More About the Author

Kalpana Singh loves pursuing excellence through writing and has a passion for technology. She has successfully managed and runs personal technology magazines and websites. She currently writes for JanBaskTraining.com, a global training company that provides e-learning and professional certification training. Her work has been published on various sites related to Oracle DBA, Digital Marketing, Big Data Hadoop, Java, SQL, Data Science, Salesforce, AWS, PMP, DevOps, and more.

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