Quick notes on doing a Content Refresh

Use the below tips when updating old content, and keep this stuff in mind when writing new blog articles.

First, identify and prioritize articles to update using Google Search Console

• Performance > Queries > Average Position
• Look for:
• a. declining rankings
• b. page 2 rankings
• c. page 1 rankings without a snippet featured

It’s easier to improve blogs with SERP rankings 1-15 than those with lower rankings (20+)

In old articles, add internal links to new articles

If you find multiple blogs covering the same topic, it’s better to consolidate them into one longer post (be sure to redirect the old post)

Understand conversion rate on the page, because that’s an indicator of how persuasive the content is (an article that ranks on page 2 but has high conversion rate is prime for SEO improvement)

Add external links to highly authoritative sites

Emphasize topical relevance in the articles i.e. inject related keywords around the concept you’ve written about (only if the keywords fit naturally)

Search the target keyword for the article in Google, find featured snippets and write down the questions people are asking. Then input those questions (and answers) into the article

Review the People Ask For section of the SERP for keyword ideas and queries

Consider changing the titles (but not URL) of the articles, and you can change meta descriptions as well

Use Keywords Everywhere chrome plugin to understand search volume and related terms

Look at the “related search terms” section of the SERP for terms Google wants to see, and add those terms to the article

Also use the Ask the Public site for additional queries to write answers to