Improving Website Traffic By Optimising Content

This is following on from our popular blog about identifying search terms. Understanding Search Term Identification: The Key to Driving Relevant Traffic

If you continue the process of identifying decent search terms with good intent and optimising for them, several things are likely to happen over time:

• Increased Click-Through Rate (CTR): As you refine your content around search terms that align more closely with user intent, your clicks should start to rise. This is because your content will better match what users are looking for, making your site more appealing in search results.
• Improved Rankings: By consistently optimising for relevant terms, your pages may begin to rank higher. Higher rankings generally lead to more visibility on page one of search results, which should increase clicks over time.
• Better Quality Traffic: As you focus on search terms with good intent, the visitors arriving at your site are more likely to be genuinely interested in your content, products, or services. This will not only increase clicks but also improve engagement and conversions.
• More Targeted Impressions: Your impressions may continue to grow, but they'll likely become more targeted, meaning your content will appear for the right audience, not just any search term. This helps ensure that you’re attracting potential customers rather than random traffic.
• Long-Term Growth: Over time, this strategy will help build a solid foundation of content that ranks well, attracts qualified traffic, and improves your site's overall authority. The cumulative effect of this process will lead to steady, sustainable growth in both traffic and conversions.

Step 1: Identify Content to Update

• Focus on content that's outdated, irrelevant, underperforming, or showing a drop in impressions and clicks.

Step 2: Add New Information

• Incorporate new research, data, or updates to make the content relevant again.

Step 3: Refresh SEO Elements

• Update metadata (title, description) to align with user intent and current search behaviour.
• Re-target relevant keywords using SEO tools like Google Search Console to discover what’s being searched for more.

Step 4: Fix Issues

• Correct any grammar and spelling errors.
• Fix broken links or add new, high-quality links.

Step 5: Update Media and Format

• Add relevant images, videos, or infographics.
• Ensure the content is properly formatted for mobile and readability (headings, bullet points).

Step 6: Show Google It’s Fresh

• Update the publish date and re-submit the post for indexing.

Step 7: Promote the Updated Content

• Share the refreshed content on social media, email newsletters, and other channels.

Step 8: Track and Monitor Results

• Monitor changes in traffic and keyword rankings to ensure the update was successful.

By following these steps, you can boost your SEO performance without the need to create entirely new content.

In summary, with a continued focus on high-intent search terms and optimisation, your clicks and overall traffic should gradually increase, and you'll attract more valuable visitors to your site. Get your website traffic growth audit here.