Why you should optimize your content

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You may have experienced this before: clients who think a website is finished once everything is technically set up and the content is online. However, it's not quite that simple. Instead, a regular content audit should be conducted with the goal of subsequently improving the existing content. But why should you do this?

The quality of your content is one of the main criteria for display in the SERPs .
This means: Good content can demonstrably improve the ranking of your website .
Good content provides readers with added value , increasing the time they spend on your site. Consequently, your KPIs improve.
Good content should answer as many user questions as possible, present facts in an hong kong phone number data understandable way and provide further information.

Before content optimization: The content audit
Before you get started, you should conduct a content audit (or have one done so), which will collect and evaluate all of your website's URLs. Based on this, you can plan measures to improve your content. Tools like Screaming Frog, Sistrix, or Ryte can help you conduct a content audit.

First, the content is analyzed quantitatively : Which URLs contain metadata, do they have the correct number of characters, are they displayed, is the heading hierarchy correct, and much more. During the qualitative content audit, you examine the URLs in detail and determine specifically what needs to be improved and how this should be implemented. A planning overview, for example, in Excel, ensures a clear structure. Possible tasks that may arise from the qualitative content audit include:

Deleting pages
Combining multiple pages
Changing the keyword set
Text focus
Adding internal links
Fixing cannibalization
How often you should optimize your content depends, among other things, on the type of content. It's generally best to improve existing content on special occasions, such as a relaunch , a change in strategy , or a rebranding . For evergreen content, it's sufficient to conduct an audit once a year and optimize it as needed. For news content, you should do this more frequently.