How To Get More SEO Value Out of Your Existing Content

Most bloggers would agree that high-quality content creation requires a significant investment in time and energy. Because of this sunk cost associated with any existing content on your website, it’s crazy that bloggers don’t invest additional resources improving, optimizing and ranking underperforming pages. This is especially true when certain posts are just shy of reaching the first page of Google’s search results, where they could be earning you a return on your investment.

With a few of the tactics below, digital marketers can make sure that every piece of content they publish is generating traffic, leads, and ultimately revenue.

Use Google’s Webmaster Tools To Optimize Headlines and Keywords

Are you ever surprised at some of the keywords a post ends up ranking for? Even when you complete keyword research, decide to target a specific phrase, and optimize the post to rank for that term, you sometimes end up getting traffic from unexpected terms. If you find a post that isn’t ranking for your targeted keyword due to higher than anticipated competition, then maybe it’s better to repurpose the post and optimize it for another term.

To find these types of posts, you will need to access Google’s Webmaster Tools. Click on the “Search Analytics” tab on your Dashboard, or go under “Search Analytics” at the left and choose “Search Analytics” there.

GWT - Search Analytics

I prefer the old “Search Queries” report, so I click on the link towards the top of the page. Now you need to click on the “Top Pages” tab, sort by “Impressions”, and expand the tabs you are interested in analyzing. If you have a large blog, instead of working within your browser, you may want to click on “Download This Table”.

GWT - Top Pages

Ultimately what you are looking for are pages that have high impression counts but low clickthroughs (CTRs). These pages constitute your highest potential content because they are getting exposure in Google’s rankings but aren’t high enough to get more clicks. Optimizing these pages could easily earn you significantly more traffic.

Here are a few ways to optimize your titles and on-page SEO:

  • Use a hyphen or colon. When writing a title, I create for both Google and humans. The first half of the title is usually an exact match keyword phrase and the second half is a killer description to get the reader’s attention. For example, if I wrote an article about affiliate marketing, I would title it “CPA Marketing – How To Increase Your Affiliate Marketing Revenue By 137%”.
  • Add more content. When targeting additional keywords, it may be helpful to add more content that directly addresses the related topic, thereby increasing your post’s relevance. In doing so, you may rank for even more long-tail terms.
  • Target lower competition terms. If you’re a small business owner learning how to build a blog, you should not be targeting high-volume, high-competition keywords. This strategy will quickly exhaust your resources with little results. Always start with easy terms to build traffic and recognition, and as your blog’s backlink profile strengthens, target more valuable keywords. If a page is underperforming, this might be the underlying issue.

Internal Linking – Connecting Old and New Content

Internal linking is easily overlooked and underappreciated. Not only does internal linking old pages to new and new pages to old help decrease bounce rate, increase time on site, multiply your email subscribers and promote conversions, it can provide a slight boost in your on-page SEO and rankings.

In an algorithm that takes into account over 200 ranking signals, each given a different weight, a small boost in one category that pushes you up a position can get you double the traffic from a single keyword.

While internal linking is mostly self-explanatory, here are a few guidelines:

  • Find older, authoritative posts that rank high and add internal links to newer, high-value posts.
  • Don’t use the same exact match anchor text to link to a page dozens of times. Diversify your internal links and incorporate long-tail keywords.
  • Internal linking offers subtle results. Even if the tactic doesn’t increase your rankings, it can provide a better user experience, keep readers on your site longer, and most likely improve conversions.

Other Tactics To Leverage Old Content

While the suggestions above constitute the easiest adjustments you can make overnight, there are other ways to grow your blog using your existing content. Here are a few more ideas:

  • Outreach marketing. On-page SEO is important, but a campaign to increase your blog’s exposure and earn natural links will boost not only the page you are marketing but improve your entire site’s authority.
  • Share your content more than once. Perhaps you’ve developed a great resource that you’ve recently updated. Be sure to re-share old work that stands the test of time, but know the best times to post on social media so your content isn’t buried or unseen.
  • Create different forms of multimedia. Bloggers and internet users absolutely love images, graphics and different types of media. Creating a quality infographic using your existing content may be the solution to grabbing people’s attention, increasing shares, and earning links.

Gary DekGary Dek is a professional blogger, SEO expert, and freelance writer. He is the founder of as well as a dozen other niche websites and specializes in content marketing and link building strategies. Previously, Gary was an investment banking and private equity analyst.

7 Steps to Optimize Your Blog Posts Like a Pro

I’m a content manager; my background is in public relations with a little bit of marketing strategy and graphic design. I’m sitting here thinking, “What do I know about online optimization!?” I’m not a web design guru; I’m no software engineer or web developer.

And then it occurs to me, if I can get the basics done, like keyword research, I can easily optimize those blog posts I write by using a simple tool that is built into our WordPress dashboard, Yoast. I’m sure there are other SEO plugins that do similar things, but Yoast is the one I know so Yoast is the way it goes.

Now that you know my secret tool, here is a step-by-step guide to optimizing your blog posts:

Step 1:

Identify the keywords you’d like to optimize for. This process starts with a basic idea of what your organization (or your client’s) covers, and then you can dig down into the specific relevant phrases that people are using to search for your organization’s product or services.

Step 2:

Pick a focus. Don’t try to optimize one post for all of the keywords you’ve identified. Pick a few that correlate and make sense and then delegate the rest into groups of similar terms as well (those can be for your next post, and then the one after that.)

Step 3:

Write your post. Try to use the exact phrases that you’ve identified in your keyword search, without sounding forced. You don’t want optimizing your blog post to make it unreadable. For example, did you notice I have used a version of the word “optimize” four times already?

Step 4:

Proofread. This isn’t really necessary to optimize your blog post, but a personal preference that you ensure what you’re publishing makes sense. (Thanks!)

Step 5:

Tell the web what your post is! This is where Yoast comes in.

  1. Enter your focus keyword into the spot that says “Focus keyword.” This is the specific keyword or phrase that you used the most throughout the post.
  2. Write your SEO title. You might have an awesomely clever title, but if it doesn’t say what your post is about, your SEO won’t be as strong for your blog post. Use this space to write a title that is enticing and clear, and preferably that includes the focus keyword. This is what will show up in search results when someone does an online search for your keyword.
  3. Develop the meta description. This should have your focus keyword in it, and be in complete sentences. Typically, I like to copy a sentence or two that includes my keyword straight from the post. This is what will show up under your SEO title to give online searchers more information about your post. It should be short, sweet and to the point.

Step 6:

yoast seoMake sure you get the “green light” on your SEO check provided by Yoast. If you don’t, go back and identify the places that can be improved.
The plug-in will show you if your keyword is being used in each of these places for maximum optimization:

  • Article heading
  • Page Title
  • Page URL
  • Content
  • Meta Description

If you’ve included your keyword in all of these places, you’ll get an SEO green light.

Green light means go!

Step 7:

Publish and share!


Here are some bonus tips to ensure your blog post is optimized to its max potential:

  • Use your target keyword more than once.
  • Incorporate your target keyword into your URL.
  • Include an image that has your target keyword in the “alt text.”
  • Pin that image as the “featured image.”
  • Link to other blog posts on your site and/or link to other influencers’ content (they will get a pingback to notify them that their content is being shared).
  • Apply relevant tags and categories to your post.
  • If you can, use your target keyword in a heading somewhere in your post.

So I’m not an SEO expert or web development guru, but with a little research and help from a plug-in, I can optimize my blog posts with the big guns. Do you have any other tips or best practices to share for optimizing posts?

IMG_2750Kala Linck is the Community and Content Manager at Duct Tape Marketing. You can find her blogging her travels and tweeting about marketing, coffee, and cats @tadasunshine.