Creating content that aligns with your business and attracts visitors to your site is no small feat; it takes time and constant updating.
Content is not only about bringing traffic to pages but also about driving and pushing users through the funnel (read more). The step a visitor takes from reading an article to paying for a brand product could be short if the content is well researched. Therefore, it is essential to analyze all the content on your website and keep it up-to-date, partly because reviewing a piece of content that has already been written is certainly more immediate than writing one from scratch.
Analyzing a content
The first thing to do is to analyze all the content on your website, making use of tools such as Google Analytics. You need to figure out which pages have:
- fewer views, a page with few views most likely proposes content that is no longer current or of interest to users
- low dwell time, if visitors spend a few seconds on our pages the causes could be technical or regarding the quality and relevance of text, images, videos etc. to the searches made
- high bounce rate, if users after landing on one of our pages immediately bounce away, again, the reasons should be sought in technical and content aspects
- significant exit rate, when the user lands on our site and then closes it without consulting the menu or other pages, which should be investigated
After analyzing each individual page and identifying what the problems are, it is advisable to carefully reread the proposed content in order to improve it or rewrite it completely, because it is old, contains typos, unclear or has a style that no longer suits the tone of voice of your brand.
The information and data proposed should be updated, as well as the communication style.
In the case where the article is based on isolated events, which cannot be made topical, one can consider interlinking, inserting internal or external links that are relevant, so as to reduce the exit rate.
For content with high bounce rate, it is conceivable to insert one or more call-to-actions that prompt the user to sign up for the newsletter, contact us, book an appointment, and so on.
Another key step is to optimize the content for SEO, especially for those articles that have few views. They are to be rechecked or inserted, if absent:
- Meta Title, which is important to present the main keyword and that it is not too long (maximum 60 characters)
- Meta Description, the directions are the same as for the meta title, the length, however, should be a maximum of 113 characters, so that it can be read in its entirety even on mobile devices
- Alt text, text that is used to describe images so as to convey their meaning when they cannot be viewed
In addition, there must be a balance between readability and keyword density, the keyword must be present in the text without overdoing it. It is important to:
- respond to user searches in the first lines of the text
- use bold, italics, new headlines and large spaces to make it easier for visitors to read
- divide the text into paragraphs and sub-paragraphs highlighted by H2,H3,H4, so as to improve its structure and readability
- insert internal and external links
- vary sentence syntax and vocabulary, making much use of synonyms
- construct sentences by favoring coordination over subordination
- prefer active temporal forms possibly in the present tense, near past or imperfect tense
Disseminate updated content
Once the content has been analyzed, revised or rewritten and optimized for SEO, it is necessary to repurpose it on one’s social profiles, in the newsletter and on the site’s home page so that one is able to obtain visibility, organic traffic and that visitors enter within the funnel elaborated by one’s company.