You’ve hit published and you’re done.
Well sort of.
There’s an art to content marketing that goes past just pressing publish. To make sure you dominate the search results you need to ensure your content is engaging and relevant (both today and a year from now).
Here are 4 steps that you can take to ensure your content is getting the search traffic it deserves. The best thing is you can do it all with Google Search Engine Console, which is completely free.
1: Create a Baseline
If you want to improve your search engine results you need to create a baseline so you can track where you are starting from. A lot of premium SEO tools will automatically create and track your search rankings for you, however some don’t.
I’m going to recommend a free tool, Google Search Engine Console. If you use this tool you’ll want to open up your XL sheet and create a list of columns that cover important variables you should be tracking.
This will include:
The URL of the content that is rankingThe keywords you are ranking forWhere you rank on Google for that keywordThe click through rate to the article.
With the exception of the url, all of this data is available in Google Search Engine Console assuming you have a Google Analytics tracking code inserted in your header.

After spending hours hunched up over your computer staring at XL sheets you’ll learn a lot about why people are visiting your website, what they are actually searching for and where you rank on the Google search rankings.
2: Update Your Content
The next step of your analysis is to rewrite some of your core articles to include more of the longtail search words that you are ranking for. Updating your article and making it relevant for more search terms, or for search terms with a higher volume of traffic, will generally increase the volume of traffic you’re receiving.
This will be a big benefit for you if the article you are updating directly or indirectly generates revenue for your business. It’s less useful if it doesn’t, which is why you should start this process by focusing on your “money” articles. The updates to your articles could be minor touch-ups or a complete overhaul.
Keep in mind as you are writing your content, you want the article to be an in depth overview of the topic. It should be better than all of the other ranking content on the topic. This is important, because a great user resource will reduce the bounce rate (the number of people arriving on your page and leaving, often to look at another resource).
By just optimising your existing content for more longtail phrases you will almost certainly see an increase in traffic. Yet there are a few more steps I recommend you take.
3: Improve Your Headline
I mentioned earlier that you should note down the click through rate for your content. The click through rate is basically the amount of people who look at your content when they are searching for something on Google and decide to click.
There are two main variables that will make them click on or skip your content. These are the headline for the content and the meta description of the article. You can control both of these variables to a certain extent.
Now, the obvious starting point is to identify content that you are ranking for with a really low click through rate. Click on your article, have a look at the headline and the meta description you used and ask yourself; “why aren’t people clicking on my content?”
Chances are your headline and the meta description you are using should be updated. Take this example below of a headline that’s just that little bit too long.

The obvious solution to this problem is to write a better headline. I’d recommend writing a “click bait” style of headline as long as you can deliver what you promise. It doesn’t have to be over the top, there just needs to be a hook that gets the attention of a person and makes them want to click on your article.
If you are struggling to come up with a good headline you can always see what other content is ranking around you on Google for the search term you are ranking for. It could be that this process will inspire you to create a more catchy headline.
Then you just repeat the process with your meta description.
Review Results
Make sure you note down the changes that you made to the headline and meta description. Then wait a week or two, depending on the volume of traffic for that search term, and review the results. If your click through rate has gone up, great, you might be able to improve your results even more.
If your click through rate has dropped on the other hand, either revert back to your original headline and meta description or experiment some more.
Again, running this process on your site will improve your search rankings. The reason it works is Google wants to show users the most useful content. So, if a lot of people are clicking on your content Google will assume it’s useful and relevant and place your content higher in the search rankings for that term.
4: Update Your Old Content
The final step that I recommend you implement in your company is to implement a system for updating old content. The reason for this is most content ages badly like a 20 a day smoker. Over time things change, once relevant information becomes obsolete, outdated or just factually incorrect.
Google wants to show the most relevant content to people searching for content. The algorithm assumes that if an article is old then it is less likely to be relevant. In a lot of niches the algorithm has a preference for showing “fresh” content.
By implementing a system to update old content on your company blog you’ll ensure that the information you provide is always relevant. Not only is this good for your search rankings, it’s helpful for your site visitors.

On site SEO isn’t rocket science. There are tried and tested systems that work. At OggaDoon we have a common sense approach to SEO. Let us know if you want to improve your search engine rankings and generate extra revenue for your company.