Content optimisation and updates

Optimisation is not adding keywords to every paragraph. We first check whether content answers a current question, matches the offer, provides credible examples and leads to a logical next step.

Diagnose the change

We distinguish falling impressions, clicks and actions after arrival. Similar periods, queries, devices and pages are compared. Seasonality, measurement changes and technical problems are considered.

Documentation: Google Search Central.

Review content as a reader

We check the answer, structure, definitions, examples, limitations and sources. Repetition and outdated instructions are removed. Changing the date alone is not an update.

Let the diagnosis define scope

Sometimes an information or link correction is enough; sometimes a new structure is needed. Useful passages are retained. Working content is not rewritten merely to appear fresh.

Check related elements

We review the title, description, images, structured data, internal links and call to action. They should agree with visible content. An update must not create contradictions with the offer.

Compare after publication

We record the change, date and baseline. After an appropriate interval, we return to the same data scope. No improvement calls for reassessing the hypothesis rather than automatically adding text.