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

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

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

As a matter of fact, in this previous Moz post[1], we showed that rankings can improve in a matter of minutes after re-indexing.

But why does it work?

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

  • Age value: In a previous study[2] we observed a clear relationship between time indexed and keyword/URL performance, absent of links:
image
  • More comprehensive content: 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 content has fully nailed a topic cluster.
  • It’s a known quantity: You’re only 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 work?

Brafton’s[3] website is a bit of a playground for our marketing team to try new strategies. And that makes sense, because if something goes horribly wrong, the worst case scenario is that I look like an idiot for wasting resources, rather than losing a high-paying client on an experiment.

You can’t try untested procedures on patients. It’s just dangerous.

So we try new strategies and meticulously track the results on Brafton.com. And by far, re-optimizing content results in the most immediate gains. It’s exactly where I would start with a client who was looking for fast results.

Example: Top Company Newsletters[4]

image

Example: Best Social

Read more from our friends at the Moz Blog

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