{"id":12252,"date":"2021-10-28T19:06:01","date_gmt":"2021-10-28T19:06:01","guid":{"rendered":"https:\/\/jboitnott.com\/?p=12252"},"modified":"2021-10-29T14:44:52","modified_gmt":"2021-10-29T14:44:52","slug":"the-writers-guide-to-optimizing-content-for-better-results","status":"publish","type":"post","link":"https:\/\/jboitnott.com\/zh\/the-writers-guide-to-optimizing-content-for-better-results\/","title":{"rendered":"The Writer\u2019s Guide to Optimizing Content for Better\u00a0Results"},"content":{"rendered":"<p class=\"graf graf--p\">Many content marketing writers and strategists focus exclusively on creating new content. That makes sense, given the constant reminders of how much search engines love fresh new content. The result is a constant sense of pressure to keep filling the content pipeline, publishing fresh pieces to attract new users, and persuade fence-sitting prospects.<\/p>\n<p class=\"graf graf--p\">Yet, this approach can be shortsighted. It ignores a strategy that requires less effort by building on what\u2019s already there. When you optimize an already-existing piece of content that\u2019s proven valuable in the past, you extend its useful life and reap greater rewards as a result.<\/p>\n<p class=\"graf graf--p\">Over time even your best content tends to go stale. While there\u2019s a lot of debate about exactly how long a content marketing post or article stays fresh enough to pull in valuable traffic, one thing\u2019s certain: Even a popular piece of old content can be made fresher with a bit of a makeover, and the results can be impressive:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">More <a class=\"markup--anchor markup--li-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/quality-vs-toxic-backlinks\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/quality-vs-toxic-backlinks\/\">valuable incoming links<\/a><\/li>\n<li class=\"graf graf--li\">Higher rankings in SERPs<\/li>\n<li class=\"graf graf--li\">Increased and steady flow of organic traffic<\/li>\n<li class=\"graf graf--li\">Deeper levels of user engagement<\/li>\n<li class=\"graf graf--li\">More shares of your content through all channels<\/li>\n<\/ul>\n<p class=\"graf graf--p\">Here\u2019s a step-by-step guide to optimizing your already published content so that users keep coming back for more.<\/p>\n<h2 class=\"graf graf--h3\">Find the Right Piece to\u00a0Optimize<\/h2>\n<p class=\"graf graf--p\">The first step to optimizing published content is to use analytics to identify topics already getting engagement and traffic, then tweak and update the content so it will reach more users and persuade them to act. That action might be something as simple as leaving a comment, reading another post on the site, or signing up for the brand\u2019s email list.<\/p>\n<p class=\"graf graf--p\">Set a few specific parameters to help you pinpoint the right post, article, or page of content for optimization.<\/p>\n<ol class=\"postList\">\n<li class=\"graf graf--li\">Rank: Content that ranks in the top 20 spots for the associated keyword stands the best shot of ranking more highly with a little effort. However, don\u2019t assume a high-ranking piece needs no work. Even posts that rank in the coveted top spot can be made more rankable and persuasive.<\/li>\n<li class=\"graf graf--li\">Age: Out of the high-ranking posts you identified initially, look for posts that are over a year old. Those pages are the likeliest to see a boost in traffic and engagement through updating.<\/li>\n<li class=\"graf graf--li\">Topic: Now that you\u2019ve narrowed down your list of pieces to optimize by rank and age, look carefully at the topic of each and weed out any that are time-limited. Ideally, you want a topic that\u2019s somewhat evergreen or that at least can be updated to become so.<\/li>\n<\/ol>\n<p class=\"graf graf--p\">Evaluate whether the piece also needs updating or just optimization. If it contains statistics or other data that might have become stale or out of data, mark that with a note that you\u2019ll need to update those stats.<\/p>\n<h2 class=\"graf graf--h3\">Analyze the Best of What\u2019s Out There on the Same\u00a0Topic<\/h2>\n<p class=\"graf graf--p\">Once you\u2019ve picked the piece you want to optimize, it\u2019s time to identify the relevant keywords. Use a mix of methodologies, pinpoint the best content on that topic, and keywords from other sites. Take a broad approach here, using search engines, social media search, Quora and other user Q&amp;A sites, and other SEO tools.<\/p>\n<p class=\"graf graf--p\">You don\u2019t need to analyze pages of results here. Identify the top five pieces for further evaluation. Carefully read each piece, noting the major elements that account for its traction:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Word count<\/li>\n<li class=\"graf graf--li\">Organizational structure, including H2s and other subheadings<\/li>\n<li class=\"graf graf--li\">Structure of the argument (major and supporting points)<\/li>\n<li class=\"graf graf--li\">Outgoing links<\/li>\n<li class=\"graf graf--li\">Any attached assets, such as PDFs or checklists<\/li>\n<li class=\"graf graf--li\">Incoming links<\/li>\n<\/ul>\n<p class=\"graf graf--p\">These factors will help you evaluate whether the finished product of your optimization efforts is likely to outperform the top-ranked pieces. Make a list of your goals for each element to help guide your efforts as you continue to build up the content.<\/p>\n<h2 class=\"graf graf--h3\">Brainstorm Ways to Make Your Piece Exponentially Better<\/h2>\n<p class=\"graf graf--p\">Optimizing content after publication means making it exponentially better and more compelling than the best-ranked articles you\u2019ve analyzed previously. The best way to go about this is to start by comparing your piece to the top-ranked pieces you just analyzed. Some common tactics you can explore include:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Add step-by-step instructions where you previously simply linked out to how-to content.<\/li>\n<li class=\"graf graf--li\">Go deeper into subtopics, or add new subheadings to cover new ones (just make sure they\u2019re relevant).<\/li>\n<li class=\"graf graf--li\">Add case studies and other concrete examples to illustrate points.<\/li>\n<li class=\"graf graf--li\">Consider interviewing an expert and weaving their responses throughout your piece.<\/li>\n<li class=\"graf graf--li\">Create a collection of additional authoritative sources you can round up and link out to in a separate section.<\/li>\n<li class=\"graf graf--li\">Identify long-tail keywords that are relevant to the piece, then add content to optimize for those keywords.<\/li>\n<li class=\"graf graf--li\">Add updates to improve the post\u2019s accuracy, update statistics or other data, or address subsequent developments in the field.<\/li>\n<\/ul>\n<p class=\"graf graf--p\">In addition to these substantive edits, you\u2019ll want to make sure you\u2019ve proofread the content and fix any grammatical or spelling errors. This won\u2019t be the final edit, of course, but it\u2019s important to get the content as close to publishable as possible before you move on to adding in links and formatting the text.<\/p>\n<h2 class=\"graf graf--h3\">Identify and Improve\u00a0Links<\/h2>\n<p class=\"graf graf--p\">After you\u2019ve fleshed out the content, consider your linking strategy for the newly optimized piece. Each link, whether it heads to another page on your site or some other site entirely, helps build your content\u2019s profile and trustworthiness.<\/p>\n<p class=\"graf graf--p\">Start by looking for three or four logical places in the content for links to existing content on your site (or the brand\u2019s site). Adding internal or editorial links can help increase a visitor\u2019s time-on-site and <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/what-is-user-experience\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/what-is-user-experience\/\">improve the UX<\/a> for new and repeat traffic. Summarize those linked-to pages and then link to your other content for further reading.<\/p>\n<p class=\"graf graf--p\">Next, carefully review any sites you link out to verify that they\u2019re authoritative, trustworthy and the best possible sources to support the point in question. You should also check and identify all broken links and either fix or replace them.<\/p>\n<p class=\"graf graf--p\">Use keywords to anchor links to both internal and external pages. You may also want to keep a separate, running list of other sites to which you\u2019re linking for promotional purposes after you republish the optimized piece.<\/p>\n<h2 class=\"graf graf--h3\">Optimize for\u00a0Search<\/h2>\n<p class=\"graf graf--p\">If you\u2019ve followed this strategy step by step to this point, your content shouldn\u2019t need a lot of work to optimize for search engines.<\/p>\n<p class=\"graf graf--p\">To ensure you\u2019ve done what you can to improve rankings and increase organic traffic, do a little keyword research to see what keywords might be missing from your piece. You can also use SEO tools to analyze your content for potential added keywords.<\/p>\n<p class=\"graf graf--p\">Once you\u2019ve identified new keywords to add, make sure they align with <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/writing-for-customer-intent\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/writing-for-customer-intent\/\">the customer intention<\/a> that drives the newly optimized piece. Also, ensure that these keywords match the stage of your <a class=\"markup--anchor markup--p-anchor\" href=\"https:\/\/www.clearvoice.com\/blog\/customer-journey-content\/\" target=\"_blank\" rel=\"noopener\" data-href=\"https:\/\/www.clearvoice.com\/blog\/customer-journey-content\/\">buyer\u2019s journey<\/a> that the piece targets. Add those relevant keywords where it makes logical sense to do so, but don\u2019t overdo it.<\/p>\n<h2 class=\"graf graf--h3\">Proof and Format for Digital\u00a0Readers<\/h2>\n<p class=\"graf graf--p\">Pieces optimized through this method will likely be longer than they were when they were originally published. Consequently, you\u2019ll need to make sure you\u2019ve formatted your optimized post for scannability to keep users on the page.<\/p>\n<p class=\"graf graf--p\">The first step is to carefully review the content and remove \u201cfluff\u201d or unnecessary verbiage to help streamline your piece and increase scannability. Once you\u2019ve finalized the substance of your piece, take a close look at its formatting and make changes that\u2019ll help users scan the piece while still grasping your message and arguments.<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Lists (both bulleted and ordered) help create additional white space, order minor points, and make your content more persuasive.<\/li>\n<li class=\"graf graf--li\">Bold and <em class=\"markup--em markup--li-em\">italic<\/em> formatting add stress and emphasis, helping call more attention to new concepts and terms.<\/li>\n<li class=\"graf graf--li\">Highlighting can help stress longer strings of text for added focus, such as when you\u2019ve included a quote from an expert that neatly summarizes your main point.<\/li>\n<li class=\"graf graf--li\">Sentence and paragraph length should be varied to create visual interest on the page, but make sure they\u2019re not so long that a reader will lose interest before the end.<\/li>\n<li class=\"graf graf--li\">Finally, consider removing or changing the publication date to reflect the fact that it\u2019s been updated.<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">Promote Your Newly Optimized Piece<\/h2>\n<p class=\"graf graf--p\">Finally, give some thought to how you\u2019ll promote your optimized content. While not technically part of the optimization process, it will help your piece gain traction and momentum. At a minimum:<\/p>\n<ul class=\"postList\">\n<li class=\"graf graf--li\">Send the link to the published piece to anyone you either linked out to or interviewed. Thank them for their contribution and ask them to share it with their networks, if they\u2019re so inclined.<\/li>\n<li class=\"graf graf--li\">Email the link to your email list along with a brief explanation that you\u2019ve taken one of the most popular articles on the site and made it even better by updating it.<\/li>\n<li class=\"graf graf--li\">Encourage social media shares. Make sure the page is configured with social sharing plugins to make sharing as easy as possible for your readers.<\/li>\n<li class=\"graf graf--li\">Finally, consider sending the link with a polite outreach email to industry leaders or experts and ask for their feedback if they have time (and a share if they\u2019re so inclined).<\/li>\n<\/ul>\n<h2 class=\"graf graf--h3\">Timely Content Makeovers Can Yield Great\u00a0Results<\/h2>\n<p class=\"graf graf--p\">This may seem like a lot of work (and it is). Yet it\u2019s nowhere near the effort you\u2019d put into creating this piece from scratch. You can build on search engines\u2019 known preference for authoritative and useful content to outperform the competition. It\u2019s like adding many more layers and frosting to an existing cake to create something that\u2019s exponentially more attractive to the people who already loved the first iteration. It can help build your brand profile and draw in more qualified leads. That\u2019s as close to a sure bet as you\u2019ll find in content marketing.<\/p>\n<p><em><strong>Image from Pexels.com. <\/strong><\/em><\/p>\n<p><em><strong>Thanks for reading! Do you want to create thought leadership articles like the one above? If you struggle to translate your ideas into content that will help build credibility and influence others, sign up to get John&#8217;s latest online course \u201c<a href=\"https:\/\/jboitnott.com\/zh\/writing-from-your-voice-course\/\">Writing From Your Voice<\/a>\u201d here.<\/strong><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>Many content marketing writers and strategists focus exclusively on creating new content. That makes sense, given the constant reminders of how much search engines love fresh new content. The result is a constant sense of pressure to keep filling the content pipeline, publishing fresh pieces to attract new users, and persuade fence-sitting prospects. Yet, this [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":12255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[258],"tags":[889,316,171,941],"class_list":["post-12252","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-collaboration-strategy","tag-content-marketing","tag-marketing","tag-optimization"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Writer\u2019s Guide to Optimizing Content for Better\u00a0Results - John Boitnott<\/title>\n<meta name=\"description\" content=\"Optimize an already-existing piece of valuable content and not only extend its useful life but reap greater rewards as a result.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.clearvoice.com\/blog\/optimizing-existing-content\/\" \/>\n<meta property=\"og:locale\" content=\"zh_CN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Writer\u2019s Guide to Optimizing Content for Better\u00a0Results - 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