How to improve and better optimise your business’s existing content marketing

How to improve and better optimise your business’s existing content marketing

July 8, 2024


Suppose you’ve spent a small fortune improving your business’s search engine optimisation, yet you’re now spotting that some pages are getting no visitors on Google Analytics. In that case, you’ve come to the right article for advice.

Usually, some of your business’s content marketing will need improving to boost visibility in organic search results.
After all, content marketing is not a “done and dusted” process. You can’t write a 3,000-word guide on something and expect it to be relevant seven years later on down the line, it will need updating and improving from time to time.


Written by: Ryan Walsh
Date: 08/07/2024

7 m read
On-page SEO | How to improve a business content marketing


Monitoring performance

Writing content marketing without routinely checking its performance is like driving a car blindfolded.

Why do we use that analogy?

Well, you could spend, say, 10 hours per week writing content marketing and never checking your SEO tools, such as Google Analytics or Google Search Console. Yet how would then know how well the work is doing in terms of bringing in shoppers?


You wouldn’t be informed with the following information if you don’t use SEO tools:

– Which pages are bringing in the most visitors
– What the bounce rate is
– Which pages need improving


But how do you know what’s working and what is not?

How do you know if one blog post are attracting thousands of visitors and the rest do not even drawing one organic visitor?

So, this is why you should be using Google Analytics and Google Search Console for the following purposes:

– Use Google Analytics to see how many visitors you are getting
– What’s engagement like in terms of bounce rate
– Use Google Search Console to see which pages/posts are on the first page of Google



How to optimise your business’s existing content marketing

First things first, use SEO tools to identify which pieces of content marketing that needs to be optimised:


Organic keyword positions

Empower yourself with SEO tools such as Moz Pro Ahrefs or Google Search Console. These tools can reveal which pages have good page impressions, and with a little effort, you may well be able to elevate these pages to the first page of Google.

For example, you might log into your business’s Google Search Console account and see a keyword that shows your average ranking at 11.8 position on Google, over the last seven days. When talking to your SEO consultant, you see that the keyword has daily impressions of 100 people, so it is well worth optimising your existing content marketing to try and improve your business’s ranking for that particular keyword.

So, how do you do that? Well, here’s how: let our search engine optimisation experts dispense our advice:

Better optimise the whole page, using good quality SEO.

So, let’s return to our previous example. Your business is at the top of page 2 on Google, so you are averaging, let’s say, a 12.8 average position over the last seven days. So, with some work on the existing main pages or blog posts targeting that keyword, if the SEO work is done right, you may succeed in nudging that business up to Google’s ranks a few places.

How do you do that?

Is the content marketing, content thin?

It could be that the page needs “beefing up” a bit. It needs some more strength, and some better-quality information may do it.

For example, if you have only written 600 words and it’s a bit bland, make it more interesting.

Add some FAQ drop-down boxes, and add some better quality information.

Push the boat out and add a YouTube video, and you will see that the giant online brands have invested vast amounts of time in paying staff or presenters to promote the products. This takes tremendous effort, yet it could help reduce bounce rates; this could be all your business needs to get onto page one of Google if your website is currently ranking, say, 11.8. So, doing some fine-tuning and improving the page can help.


Missed opportunities

It could be entirely possible that your company website is not optimised for keywords that could draw you in a lot of business. For example, Google Search Console or a good quality SEO tool such as Ahrefs can be used.

See which keywords the SEO tool recommends that you optimise your company website for, then check using Google Seach Console to see where you rank for those keywords. If your business is currently on page 7 for a keyword, that could be drawing in a lot of organic visitors to your business if you had instead on page 1.

You will need to do a lot of on-page and off-page SEO sometimes, but it’s well worth it. If you don’t get your business on page one for that vital keyword, some of your direct competitors will be there. So, some companies could be missing out on millions of pounds of business sometimes by not having their companies on page one of Google for some important keywords.


Google Search Console and indexation problems?

Log into your Google Search Console account and check to see if there are indexation issues. If so, these should be resolved. The reason is you might have written a mammoth article, 7,000 words plus; you might have added YouTube videos, so you can explain certain benefits of owning the product- yet if that page can’t get “crawled and indexed” by Googlebot, well, that page, that piece of content marketing will never appear in Google’s SERP’s, search engine results pages.


Is it a matter of improving or creating new pages?

So, now that you’ve used your SEO tool, or perhaps Google Search Console, to see which keywords have the most impressions and which keywords you want to improve your SEO for, well, now it’s a matter of working out whether you should be enhancing existing pages or creating new pages.


Optimising existing pages:

So, if your business ranks, let’s say, 17.5 in Google Search Console for an important keyword, then you should focus on improving that page and getting it on page one. We say that because the page is close to page one of Google.

Yet, let’s say you use Ahrefs to check where you rank on Google for an important keyword that you know has huge amounts of impressions and could gain your business a lot of clicks each day.

Then you see in Google’s SERPs that you don’t even rank in the top 10 pages of Google for that keyword. So, in this case, the SEO company you hire may say right, the SEO is so weak for that keyword, we may need a new main page, then focus on link building to get that page onto page one of Google for that critical keyword.

It could be that the web designers or previous SEO consultants never considered optimising that keyword, and the page may have never been designed. So, your business could miss out on a massive opportunity because you could miss out on potentially thousands of organic visitors each day.


Don’t keyword stuff

It’s a common mistake. Let’s say your business is on page 2 of Google, and then some people overoptimise the page by “keyword stuffing.” Avoid doing this at all costs.

Some people quickly read a blog post and place the keywords they want to rank for in an excessive way. Then Google will spot that the page has been overoptimised, that the business owner has keyword stuffed the page. This means that the business will definitely drop down Google’s organic ranks, but the business could also receive a Google penalty.


On-page optimisation

Sometimes, a piece of content marketing might be “content thin”—it doesn’t offer much useful information and has a low word count. You will often need to spend a lot of time improving these pages, and many hours of SEO work are often required.
But what if a page has good quality, valuable and helpful content marketing?

But it’s just not that well-optimised.
Sometimes, adding the following in a white-hat way is all needed to get the page on Google.


Page title tag

If the page is missing a page title tag, add one, but complete this work in a white-hat way.


Meta description

Sometimes, meta titles and meta descriptions are missing. Take the time to carefully write these for every page and every blog post, as they can help improve the business’s CTR = “Click Through Rate.”


H1 heading

Add H1 headings. Googlebot will crawl and index this to work out exactly what that page is about. So, for example, if you manufacture tennis balls and your tennis balls are being used in a famous competition, you should write this in the H1 heading tag.
Write other headings (h2-h6), but do so in a white hat way


Add alt text

Do add alt text to every picture.


Is your business on page one, yet you’re getting the number of clicks you had hoped for?

So, let’s say you have managed to get your business on page one of Google. That’s for a keyword with a high number of impressions, yet you’re not getting the clicks you hoped for. Well, as any good SEO company will tell you, often, all of the clicks get swallowed up by the top 3 businesses in Google’s SERPs.

So, your business needs to stand out


But how do you do this?

Your business can stand out in the SERPs by gaining a featured snippet. You can use Schema to mark up, let’s say, the price of an item; this way, your business can have the cost of that item appear in Google’s search engine results pages. So, the shopper doesn’t have to click that page to see the price; the item’s price appears in the SERPs.

Therefore, this is more likely to grab a shopper’s attention; this can help improve the CTR or click-through rate if your business gets a featured snippet.

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