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