How to Use Tools to Determine Which Content to Re-Optimize: A Step-by-Step Guide

Posted by Jeff_Baker

Why is everyone and their grandparents writing about content re-optimization?

I can’t speak for the people writing endless series of blogs on the subject, but in Brafton’s case, it’s been the fastest technique for improving higher-rankings and driving more traffic.

As a matter of fact, in this previous Moz post, we was indicated that higher-rankings can improve in a matter of times after re-indexing.

But why does it act?

It’s probably a combination of factors( our favorite SEO copout !), which may include:

Age price: In a previous study we said a clear relationship between time indexed and keyword/ URL performance, absent of tie-ups: More comprehensive material: Presumably, when re-optimizing content you are adding contextual depth to existing topics and breadth to related topics. It’s pretty clear at this point that Google understands when material are completely nailed a topic knot. It’s a known sum: You’re exclusively going to be re-optimizing content that has a high potential for return. In this blog post, I’ll explain how to identify content with a high potential for return. How well does it operate?

Brafton’s website is a bit of a playground for our sell team to try new approaches. And that stimulates smell, because if something get horribly incorrect, the worst case scenario is that I look like an idiot for consume reserves, rather than losing a high-paying client on an experiment.

You can’t try untested procedures on cases. It’s really risky.

So we try brand-new approaches and meticulously track research results on And by far, re-optimizing content reactions in the most immediate incomes. It’s exactly where I would start with a consumer who was looking for fast results.

Example: Top Company Newsletters

Example: Best Social Media Campaigns

In many cases, re-optimizing content is not a “set it and forget it, ” by any means. We frequently find that this game is an arms scoot, and we will lose positions on an optimized article, and need to re-re-optimize our content to stay competitive.

( You can clearly see this happening in the second illustration !)

So how do you have selected which material to re-optimize? Let’s dig in.

Step 1: Find your doorstep keywords

If a piece of content isn’t ranking in the top five status for its target keyword, or a high-value variant keyword, it’s not accommodating any price.

We want to see which keywords are just outside a position that could provide more impact if we were able to give them a increase. So we want to find keywords that grade worse than sentiment 5. But we also want to set a limit on how poorly they grade.

Meaning, we don’t want to re-optimize for a keyword that ranks on sheet eleven. They need to be within reach( doorstep ).

We have found our doorstep keywords to exist between berths 6-29.

Note: you can do this in any major SEO tool. Simply find the inventory of all keywords you rank for, and filter it to include only stances 6-29. I will climb around a few cases implements to show you what it looks like in each.

You have now filtered the list of keywords you rank for to include only threshold keywords. Good job!

Step 2: Filter for scour volume

There’s no moment in re-optimizing a piece of content for a keyword with little-to-no search volume. You will want to look at simply keywords with investigation capacities that indicate a likelihood of success.

Advice: For me, I provided that restraint at 100 research per month. I prefer this digit because I know, in the best case scenario( higher-ranking in position 1 ), I will drive~ 31 tourists per month via that keyword, usurping no featured snippet is present. It expenditure a lot of money to write blogs; I want to justify that financing.

You’ve now filtered your index to include only threshold keywords with adequate search work to justify re-optimizing.

Step 3: Filter for predicament

Generally, I just wanted to optimize the gravy train keywords — those with high search volume and low-spirited organic hurdle orchestrates. I am looking for the easiest winnings available.

You do not have to do this!

Note: If you want to target a highly competitive keyword in the previous list, you may be able to successfully do so by augmenting your re-optimization hope with some vigorous tie-up structure, and/ or turning the content into a pillar page.

I don’t want to do this, so I will set up a difficulty filter to find easy makes.

But where do you specify the limit?

This is a bit knotty, as each keyword hurdle tool is a bit different, and results may differ based on a entire legion of factors applicable to your discipline. But here are some fast-and-loose specifications I shall be given to owners of mid-level domains( DA 30-55 ).

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