Initial Situation:

We were consistently publishing new articles on our blog, which already had a significant amount of content. However, the traffic growth was stagnant and didn't meet our expectations.

Goals & Objective:

Instead of focusing on publishing more content, we aimed to increase traffic by improving the quality of existing content.

Strategy & Approach:

We decided to optimize just 4 to 15 existing blog posts rather than creating more content. The goal was to enhance the quality, not quantity.

Optimization Process:

• Title & Description: Refined to be more engaging and keyword-optimized.
• Heading Tags: Updated to improve structure and relevance.
• Content Quality: Ensured the content was relevant, easy to read, and incorporated LSI keywords.
• Backlinks: Added contextual internal and external backlinks.
• Schemas: Implemented structured data like Article, FAQs, How-To, and Medical Webpage depending on content type.
• AI Content Audit: Checked for and removed any low-quality AI-generated content.

We used the tool Positional to audit and increase content scores by over 75%.

Results:

The traffic and rankings of the optimized blogs improved significantly. By focusing on quality over quantity, we achieved the growth we had initially expected.

Learnings:

• Optimizing existing content can drive more impact than publishing new articles. The key lies in updating content for relevancy and user experience.
• Quality matters more than quantity. A well-optimized post can outperform several new articles.
• Regular audits and enhancements are crucial for maintaining content performance in a dynamic search landscape.