Author: Ryan Walsh

Date: 07/02/2025

 

If you’ve been burning the midnight oil, writing blog posts until you’re blue in the face, but you’re not seeing the organic traffic you would like, do not despair.

Just as an engine on a car can be repaired and tuned up, so can your business’s content marketing. It might need improvement using the very best SEO practices. That’s where we can help.

It’s all too simple to write 2,000 words that you might think are a masterpiece that you think will shoot for stars and be on page 1 of Google.

However, when checking your statistics using Google Analytics, you might see that the page has no organic visitors.

So, where can we start to improve the work?

We would strongly encourage you to read a lot about Google E-EAT. Now, this simply means that in all of the written text on your company website, you need to show the following:

 

Experience

You need to show that you have real-world experience of what you are talking about. If this is not possible, you need to collaborate with an expert to gain their knowledge and incorporate this into your article.

 

Expertise

You need to be an expert on what you are talking about

 

Authoritative

You must show that you’re an authority; to do this, you must obtain backlinks and brand mentions.

 

Trustworthiness

The information you offer on your company website must be trustworthy and well-written.

 

Which pages are close to page one of Google

It could be that you have a number of product pages that are very close to page one of Google, you could even be ranked lets say position 11 on Google.

Well, these are the pages that you should list in a Microsoft Excel spreadsheet, because they are so close to page one of Google.
With some time, effort, and really good SEO agency by your side, you could nudge that page onto page one of Google. So do use various SEO tools, such as Google Search Console to work out, which pages are close to page 1, and put some time and effort to nudging those pages onto page 1.

In SEO, this is what we call a “quick win”—it helps boost your organic visitor numbers.

Also, the great thing is that by nudging some of these pages onto page one of Google, you can show Google that you could potentially have a low bounce rate and a high dwell time. If you can achieve this, then this can help improve your business’s organic search engine optimisation.

 

We use Google Search Console daily

Here at this agency, we use Google Search Console daily. We think it’s a fantastic tool; here’s what we use it for:

Position

We use Google Search Console for all of our clients and check their positions on Google for various keywords every week.
Now, the reason this is mentioned in this article is that you can open your business’s Google Search Console and sort the keywords by position.

For example, you might rank 12.8 for the keyword. This is brilliant because what you can then do is simply do some work on optimising the website for that keyword to move it onto page one of Google.

Also, because the data comes from Google, you know it’s accurate.

Therefore, you will know where to best allocate your time and effort: improving on-page and off-page SEO for that keyword.
Once you move a number of keywords onto page 1 of Google, you can see that organic traffic has improved.

 

Backlinks

You can also use Google Search Console to check your company’s backlinks.

 

Indexation issues

We would heavily recommend that your business use Google Search Console to see if there are possibly a few or many indexation issues with your website’s particular set of pages. It could be that a page or some main pages have code blocking Googlebot from indexing that page. This means Googlebot can crawl and index the page, which means it will never appear in Google’s SERPs unless that no-index issue is fixed.

Web designers sometimes, and occasionally, when designing a website, switch the no-index code on when designing a page. However, if it’s left on, that page can never get indexed by Googlebot. So, do ask your chosen SEO business to have a look at the indexed pages on Google Search Console and see if there are possibly any indexation issues.

 

Time for improvement

In your Excel document, you might have a list of keywords you wish to improve. Your GSC account has reliably informed you that you are only a few places away from getting that page onto page one of Google.

That is amazing!

So, now it’s time to start improving the SEO. Is the page well-written?

Is this page helpful?

Is the information being offered up to date?

Could we expand upon what’s been written? Perhaps we could improve it by offering more helpful advice. Perhaps you would even like to add some FAQ-style answers and question work at the end of the article.

These are simply ways that you could improve the page, and when Googlebot recrawls it, it may move up Google’s SERPs.

 

Google E-EAT

Do contemplate whether you could improve the Google E-EAT score for that page.

Is there an expert in your company who is an expert on that product or service?

Could they lend their advice? Could this be incorporated into the article to improve it?

Could they perhaps update the advice and the content marketing to make it more relevant today?

If so, by improving the text and making the content marketing more useful, you will improve the Google E-EAT score.

This means that when you next open your business’s Google Search Console account, and the page has been reindexed, you may have moved up Google’s SERPs.

 

Keep improving existing content.

Don’t be lazy and use poor SEO methods. So many businesses get de-indexed yearly by Google because they have used keyword stuffing. Don’t use these SEO methods; when reading a blog post or a main page, think to yourself, how can we improve this? If you were the customer, would find the information helpful? Or a bit lack-lustre and half-baked?

 

 

Is your content marketing half-baked?

You might have directly employed an SEO agency in the past, which, on reflection, suggests that they haven’t put much effort into the work.

Some agencies might even outsource the writing to a copywriter, who is churning out articles like cakes on a factory production line. This content marketing will likely be considered waffle and has a low Google E-EAT score, so it stands no chance of improving your business’s marketing.

So, what’s half-baked?

Can it have improved?

Can you all meet with your company’s experts about that product or service? Can they turn around a rubbish blog post instead into a shining diamond of a piece of work? Offering helpful advice that, once re-indexed by Googlebot, will most likely have a very high Google E-EAT score.

Is the work comprehensive and detailed?

If any of your blog posts have 400 words of text, with zero clicks, let’s say all of those pages have 400 words of text; that might not be enough text.

For example, the pages that are on the first page of Google for that SEO keyword might have, let’s say, over 1000 words. This could be helpful text, FAQ answers, or a YouTube video, and therefore, the 400 words that you have written may not be enough.

Therefore, some pages might need to be enhanced to offer more information. Or you could add more helpful information by adding a YouTube video to the text or improving it, which could mean that your organic search engine optimisation starts to improve.

 

Have a look at whether the on-page SEO needs to improve.

Main title

Does the main page title describe the products and services mentioned there?

 

Meta description

Is the meta description written to improve the CTR? It’s important that the copywriter tries to encourage the shopper to click on the link in the meta description.

 

H1 heading

Now, there is a range of H1 through to H6 tags, yet as most agencies will tell you, Google’s algorithms use the H1 tag to work out. What is that page selling? The H1 tag should, therefore, be used to send an unmistakable message to Google about what that page is about.

For example, if the H1 tag states a brand and mentions Ski Boots, the whole page is likely about retailing this product.
Other headings (h2-h6)

All optimise your H2 through to H6 tags as well.

Image alt text, file name, and title

So, for example, if the pictures show a ski boot brand, make sure you add this to the alt text.

 

Do ask Google to recrawl that page

If you have been working hard on improving a page’s SEO, you should use your Google Search Console account to ask Googlebot to recrawl it. This basically means asking Googlebot to recrawl the page because you have improved it.

It could then take a few days for Googlebot to recrawl and reindex the page. Then, you can simply go into your Google Search Console account and see if your page has moved up Google SERPs.

 

Request Indexing

Use the request indexing feature within your business’s Google Search Console to reindex and recrawl a page once you have made changes. For example, you may have added new paragraphs or some on-page SEO, and then you can ask Googlebot to index the page.

Keyword research

One of our top recommendations is to look for keywords for which you might wish to optimise the website.

For example, you might have a website at the top of Google for “employment Solicitors”, but are you at the top for “employment lawyers?”.

This slight variation in the keyword means that sometimes a business could rank number 1 for one keyword and number 77th on Google for a similar keyword.

This means that you could possibly be missing out on vast amounts of business. Why do we say that?

Well, another SEO agency might be successful in getting their clients to rank at the top for both the keywords solicitors and lawyers.

Therefore, there is much more opportunity for more people to contact that business.

Another business might rank at the top only for lawyers but not solicitors.

Therefore, a good marketing agency should try to get your business on page 1 for as many keywords as possible.

 

FAQ

 

Why should we bother to improve existing pages? Indeed, it’s better to create new ones.

Well, here’s the thing that businesses across the U.K. sometimes forget: On your website, you could have a mixture of very high-quality content marketing. Yet, for many years, you may have been adding blog posts that are “content thin” and spam.

Now, these pages can actually act like an anchor on a ship, slowing everything down and grinding to a halt.

So unless those spam, low-quality pages are improved, enhanced, or made better, they will act like dead weight, dragging the whole SEO effort down.

 

But should we be rewriting each page?

Sometimes, no, a total rewrite is not needed. Sometimes, the text is just content-thin, so it needs improving.
Perhaps you can improve it a bit more?

Add some more text?

Could you improve the article by adding more text that a shopper will find helpful? Perhaps you can work with someone in your office who is an expert on that product. Use their product knowledge to offer the customer, the shopper, some more useful advice.

Perhaps sometimes it’s just a matter of improving the product descriptions?

 

 

In what situations would you recommend a total rewrite of a page?

If the page has duplicated text, which means the text has been copied from another business, this can massively damage your business’s SEO.

So, that duplicated text would need to be obliterated and replaced with content marketing with a high Google E-EAT score.

 

What does Google deem as spam content marketing?

Well, content marketing that’s been copied that’s spam.

Content marketing that’s content thin that again is spam.

Spun content marketing. That’s spam.

 

So, what does Google consider to be quality pages/ blog posts?

Great question!

Work that’s helpful to the shopper.

It’s abundantly clear that the author and the business have put a huge amount of effort into offering helpful advice to the customer.

This means they have pushed the boat out and offered the best possible answer to that query.

Now, it could be anything from answering how to choose your next SEO agency to asking how much a luxury boat costs.

It doesn’t matter what you are writing about; what does matter is that you offer the best possible advice.

Many marketing agencies advise using the “sky-scraper method” or aiming to be 10 times better than your competitors.

The reason for this is apparent: millions, if not billions, of pages will be created selling the same product or offering the same service. So how does Google, that’s Googles algorithm, decide which businesses are ranked right at the top and which companies are placed on page 10,

where they will never get any shoppers?

Well, it boils down to ranking factors.

Without making this article too confusing, there are well over 200 ranking factors.

Plus, there is Google E-EAT and the significant Google update, the Google Helpful content update.
So, in a nutshell, the page needs to have a high Google E-EAT score—that’s a must. Yet the work must also be excellent, well-written, and helpful. Then, you need to optimise the page and improve the ranking factors. For example, you need to build impressive, excellent, do-follow backlinks, which are quality links.

Quality links are very hard to come by. This is why your massive marketing agencies, employing many staff, often spend considerable time and marketing budgets trying their best to obtain quality links.

What separates a business that currently occupies the number one spot on Google from a company ranked on page 8 of Google?

Well, usually, it’s backlinks.

The businesses with the most substantial backlinks, the best backlinks, these businesses get catapulted up Google’s ranks.

And the businesses that hold the number 1 spot usually have potent backlinks.