{"id":23136,"date":"2022-10-21T11:51:48","date_gmt":"2022-10-21T09:51:48","guid":{"rendered":"https:\/\/wordlift.io\/blog\/en\/?p=23136"},"modified":"2022-10-25T10:05:01","modified_gmt":"2022-10-25T08:05:01","slug":"how-to-optimize-existing-content","status":"publish","type":"post","link":"https:\/\/wordlift.io\/blog\/en\/how-to-optimize-existing-content\/","title":{"rendered":"How To Optimize Existing Content With Entities, Semantic SEO, & All Things Nice!"},"content":{"rendered":"\n

In content marketing, we would leave no stone unturned to ensure that our content reaches the right person – one who is looking for a solution. Some of us can remember the days when we wrote article after article, just like SEOwl shows here.<\/p>\n\n\n\n

\nhttps:\/\/giphy.com\/gifs\/seo-seowl-jqZ75GFugv6xqgs3HN\n<\/div><\/figure>\n\n\n\n

Content calendar, pillar pages, keyword clustering, content distribution, competitor analysis, social media\u2026 Wait a minute! What about your current content that is waiting for a makeover?<\/strong> If these activities have been lost in your To-Do Lists or Trello boards, now is the time to pick them up again<\/strong>!<\/p>\n\n\n\n

For some of our clients, depending on their specific goals and OKRs, we have planned some revitalization activities<\/strong>. Let us see how to optimize existing content<\/strong> and how we worked out in two cases. <\/p>\n\n\n\n

Case I: Almost Dead Page<\/h4>\n\n\n\n

We had fluctuating impressions that rarely translated into results. After the changes, we can see how impressions have increased by more than five times<\/strong> and clicks by six times<\/strong>. That’s a start, of course! Not to mention how well the page climbed up the SERP ladder\u26a1<\/p>\n\n\n\n

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Case II: Stagnated Page<\/h4>\n\n\n\n

The webpage had reached a plateau before we started semantic SEO<\/a> enrichment. As the numbers show, clicks have doubled over time<\/strong> and we are seeing an increase in trends.<\/strong><\/p>\n\n\n\n

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Let’s go through how to optimize your existing content<\/strong>, identify the relevant opportunities and then give them a spin, the semantic SEO way!<\/p>\n\n\n\n

Optimize Your Existing Content, The Semantic SEO Way!<\/h2>\n\n\n\n

Whenever we have a new client on board, their goal is to increase business value through SEO<\/strong>. This can be done by improving content, improving their E-A-T<\/a> ( Expertise, Authoritativeness, and Trustworthiness ) on the web, and making the most of structured data<\/a>, to name a few examples. Whether it is one or all of these, Semantic SEO is at the heart of all our efforts<\/strong>.<\/p>\n\n\n\n

As for content, optimizing existing content on the site goes hand in hand with brainstorming fresh content ideas. <\/p>\n\n\n\n

Sherlock-Holming The SERP<\/h3>\n\n\n\n
  1. As always, we start by identifying the content opportunities in Search Console<\/strong>. In most cases, these are search queries with few clicks and many impressions<\/strong> just waiting to be tapped.<\/li>
  2. Once we have identified the relevant search queries and the URLs that need to be revised, it’s time to analyze the content gap – one page at a time<\/strong>. The SERP is one of the best places to understand this.<\/li><\/ol>\n\n\n\n

    As you may have already done, analyzing your competitors<\/strong> is a good place to start to find out if your content is missing something crucial. Or if there’s room for improvement.<\/p>\n\n\n\n

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    The results shown will help you get closer to user intent and make sense of the content clusters you have<\/strong>. No wonder, the better you address intent, the better your content is likely to perform.<\/p>\n\n\n\n

    Tools like Semrush<\/strong> are also good-to-rely sources to explore new content additions to the existing page<\/strong>. For example, some of the queries “what is the difference between cheetah and leopard and jaguar”, “what is the bite force of a jaguar”, and “what is the speed of a jaguar” are high-intent, long-tail, and comparatively easier to rank for.<\/p>\n\n\n\n

    What\u2019s more?<\/p>\n\n\n\n

    Hola, Entities!<\/h3>\n\n\n\n

    Does the content revival stop with SERP analysis, more keyword research and competitor analysis? Not quite! There\u2019s so much more you can do with entities.<\/p>\n\n\n\n

    For those who are new to entities, in the Semantic Web<\/a>, an entity is a \u201cthing\u201d <\/strong>that:<\/p>\n\n\n\n