Another day in the life of Digital Scientists! Our Copywriter and Content Editor, Max delves into the process of keeping on top of the editing of old blog posts on a client’s website. Why? Because improving these posts can significantly enhance search engine rankings, drive impressions, and ultimately convert site visitors into valuable leads.
Blog posts might not seem like the most critical aspect of customer acquisition at first glance. Without proper research into trending search queries, user behaviour, competitor activity, and other key metrics, many businesses find themselves simply guessing at what works, which is generally a waste of time (and sometimes money), and doesn't yield close to the results they'd want. This is why many businesses forego regular blog posts altogether. However, with the right approach, blog posts can become powerful tools for driving relevant traffic and securing new clients.
Take, for instance, a recent project for one of our clients in the waste management industry. They sell and hire out machines to businesses in order to save them time and money, and reduce their carbon footprint. Their website’s blog featured posts dating back over seven years. While these posts had the potential to attract significant leads, they were underperforming for various reasons including thin content where posts lacked depth and provided little value to readers who might have hoped to learn more about the machinery; poor writing quality that was not engaging or professional; an absence of any internal linking in conjunction with a solid SEO research strategy to guide readers and boost performance; and missing or poorly optimised images.
Our strategy involved a thorough audit of the offending underperforming posts to identify areas for improvement. I rewrote content to make it more engaging and informative, added relevant keywords to enhance SEO, and incorporated strategic links to related pages and products. Additionally, I optimised imagery to ensure fast loading times and visual appeal (an additional plus for this, and in including alt text, is to appeal to search engine crawlers which will favour sites that load fast and improve user accessibility).
When blog posts are optimised effectively with these implementations, they can have a positive influence on the impressions of your site (the number of times a link to your site shows up in search engines), resulting in it showing up more frequently in results pages. As these rankings improve over time and as we monitor the changes we’ve made, the resulting clicks translate into more enquiries and potential clients.
For our waste management client, this approach has already begun to yield promising results, and we expect significant traffic improvements in the coming months as the reworked posts gain traction.
Is your website stagnating with outdated blog posts and no clear SEO strategy? You could be missing out on valuable opportunities to attract and convert new clients. Revitalising your content, or your approach to making content, can make a tangible difference. At Digital Scientists, we specialise in transforming underperforming websites into powerful tools for growth. Message us on LinkedIn, or visit our QuickFireSEO services page today to find out how we can help.