Providing new and useful content is essential for staying ahead of the competition and increasing the visibility of your website in the ever-changing field of SEO in Melbourne. However, why is that? Shouldn’t it be sufficient to accomplish anything correctly the first time?
Find out why, even if you currently have excellent content, maintaining fresh content is one of the finest things you can do for organic search health. At Big Sea, we employed content refresh to kickstart our new internal content marketing plan when our website required a quick increase in keywords and traffic. Find out how we did it, why we did it, and how our top keyword share increased dramatically.
Table of Contents
What is a content refresh?
Content refresh is an excellent technique for a number of reasons, but one of the primary ones is that Google ranks material based on its recentness. Because Google’s algorithm strives to give users the most up-to-date (and correct) information on subjects, more recent content typically performs better. Google will recognise that your material is of high quality if you keep it up to date by adding new data, updating your research, and enhancing the user experience on the website.
How does Content Refresh Work?
1. Determine the best-performing pages
We started the content refresh process by determining which of our pages were doing the best. We increased the impact of our improvements by concentrating on pages that are already doing well. We dissected it as follows:
a. Analytics for Websites
To learn more about page performance, we started with Google Analytics. After filtering our findings for organic traffic, we downloaded the data and applied additional filtering for pages with longer average session lengths, lower bounce rates, and higher organic traffic.
b. Paths of Conversion
The key to allocating our resources effectively was evaluating the conversion rates of our pages. We targeted newsletter sign-ups for this campaign. We examined how visitors were arriving at our newsletter confirmation page using GA4’s Path Exploration tool.
c. Referral traffic and backlink traffic
We were able to monitor the quantity and calibre of backlinks pointing to our pages, as well as the traffic that came from other websites, thanks to SEMRush. From the perspective of search engines and other website owners, pages with a high quantity of backlinks and referral traffic show their worth and authority. Maintaining and improving these pages’ visibility and link-building potential can be achieved by refreshing them.
2. Select keywords with great potential
We utilised SEMRush to determine the top search phrases on each page after separating the best-performing sites. Even if we could merely concentrate on each page’s top-ranking keywords, that might not provide the most thorough findings. Instead, we chose target terms based on two primary metrics:
Search engine results pages (SERPs) with high volume keywords within “striking distance” (ranks 11–20) and keywords in positions 4–10 that closely matched the intent. These were a particularly significant factor in the increase in the top three keywords.
Keywords (such as “nonprofit marketing” and “museum marketing”) that suit our area of expertise and for which we would like to appear in the SEO in Melbourne results pages.
3. Make topic clusters
After deciding which keywords to target, we had to arrange them such that they supported the new content we intended to create in conjunction with our refresh and would be in line with our present lead-generating objectives. We concentrated on growing our B2B and nonprofit content during this round.
This is the outcome of our first nonprofit cluster:
- Online fundraising
- Nonprofit Google Ad Grants
- Nonprofit branding,
- Nonprofit email marketing,
- Nonprofit marketing on LinkedIn
- Museum marketing
Moreover, our initial B2B cluster:
- SSI inward and outbound marketing on LinkedIn
- LinkedIn customer journey management
- Business-to-business marketing
- Digitalising the client experience with a B2B buyer persona
- Search marketing for business-to-business
The inclusion of terms from both new and renewed content in these lists was essential for visualising the layout of the editorial schedule. Once we began going over the content, it also made it possible for us to build internal links much more quickly.
4. Perform competitive analysis
An essential part of our SEO content refresh strategy was conducting a comprehensive competitive analysis for particular keywords. We determined what often discussed content we needed to include and where we could set ourselves apart by looking at the other pages that rank for a specific keyword. We carried out our competition study for particular keywords as follows:
By examining the top-ranking pages that were already visible for the term, we were able to analyse the search engine results pages (SERPs) for our target keyword. We were able to comprehend the kinds of material, forms, and structures that SEO in Melbourne preferred for that phrase, thanks to our investigation.
The content of the top-ranking pages of our competitors was then closely examined. We evaluated their content’s calibre, breadth, and applicability to the target term. We searched for distinctive viewpoints, thorough details, and captivating components that distinguished their content.
We found ways to set our material apart from the competition based on our analysis. We searched for any holes or places where the current content fell short of providing thorough information or properly addressing user intent.
5. Make your site more SERP-friendly
Since one of our primary objectives was to improve Google’s comprehension of our content through the analysis of SERP elements, steps three and four were somewhat complementary. Additionally, we were interested in learning more about the additional queries that searchers had regarding our subjects. We examined several SERP elements and made extensive use of them in our updated material, as follows:
- The findings from People Also Ask enabled us to add additional sections to our SEO in Melbourne blogs that addressed frequently asked questions about various subjects.
- Featured Snippets and Knowledge Panels provided information on what Google deemed to be a concise description of an entity.
- We were able to find fresh design components that would improve the quality of our pages by analysing picture packs.
See also: A Comprehensive Guide to Golf Schools: Where to Find the Best Training Locations
Conclusion
Are you prepared to advance your SEO in Melbourne’s content refresh strategy? It can make all the difference to work with an agency that has experience and is aware of the nuances of content refresh. With targeted refresh campaigns, we at Make My Website specialise in assisting industries and corporations in realising the full potential of their content. Call us soon!
