When you launch web media and do content marketing, you will be divided into pages that can collect search inflows and pages that are sluggish in search rankings. There is always a “reason” for pages that are sluggish in search rankings. It is important to identify the reason, rewrite, and verify the effect.
The search rankings of published articles are important clues and media assets. Therefore, in this article, we will explain the points and how to proceed with rewriting in SEO, which is also practiced on this site “One Tip”.
What is Content Marketing Rewrite? why it matters
Rewriting is done to improve SEO by correcting the article once written. SEO is not "luck". The ranking is determined by Google's algorithm.
Google's algorithm is not published, and each keyword has different trends. No SEO expert knows them all. I'm looking for "hints" for each and making a hypothesis.
The search ranking of articles published in the media can be said to be a "hint" rather than a "result" . Since the ranking changes from time to time, analyze why it was in that ranking, make a hypothesis, rewrite it and verify it. Through trial and error, you can increase your chances of ranking higher .
Repeat the experience of "ranking went up after rewriting" or "ranking did not change even after rewriting", and understand the appropriate SEO for the genre you are aiming for. Ideally, the editor-in-chief should be an SEO specialist in the genre targeted by the media. This experience will also be useful in creating new articles.
1. Rewriting procedure (Article selection)
As a rewrite procedure, first decide which articles to rewrite. When selecting rewrite articles, make sure to select articles whose search rankings are relatively stagnant.
Not all articles need to be rewritten. In particular, there is a risk that rewriting the top 10 articles displayed on the first page will lower the search ranking. While genre trends are difficult to judge, don't rewrite top articles easily.
The first thing to work on is an article that is stagnant, staying in the 11th to 50th place . Search engines are reacting, but there is a tendency to lack the decisive factor to enter the top 10. Let's look at the competing sites and explore the differences to find out what is the decisive factor to go to the top of the search rankings.
2. Rewriting procedure (Article analysis)
When rewriting, it is essential to “analyze” how to get higher.
From analysis, hypotheses are created, rewritten based on the hypotheses, and verified, which is the knowledge of the media. The main points to be checked during analysis are as follows.
Are you able to solve the question of the searcher?
It is the basics of SEO and is the item that must be checked first.
First of all, it is important to consider whether the searcher's questions are covered . As long as you create an article with SEO measures, you have to create content with the spirit of "this article will solve all the questions that searchers have and end their search behavior."
An article that does not cover the questions of the searcher is insufficient. Analyze what topics the top search articles are talking about and add any missing parts to your article.
The next important thing is the order of configuration. Articles that are not structured in the order that searchers want to know will cause readers to leave.
Although the content of the article is sufficient, the order of the composition is bad, and there are cases where it leads to withdrawal. If the obvious question is not easily resolved, let's do something about it.
Is the content of the article original?
See if your articles have original content that your competitors don't have.
There are many different types of originality. It is also original to include explanations from your company's case studies, and it is also original to include illustrations that are not found elsewhere and explain in an easy-to-understand manner. Consider what kind of writing style will increase the reader's satisfaction, and work out the content.
Is the content highly specialized?
A high degree of specialization is important when considering the superiority over competing sites.
By actively including content that can only be written by the person in charge who has been involved in the business, content that cannot be imitated by competing sites can be added to the content.
It's important to have detailed, specific appeals that readers can take action on immediately. It is said that Google also looks at the migration of searchers and influences search rankings.
By ending the search behavior with the article on your site at the end, the content will be evaluated and the search ranking will be easier to rise.
Is the title attractive?
Article titles are displayed in search results, and titles chosen by searchers are clickable. Of course, the higher the click-through rate (CTR), the higher the search ranking, so the title is important.
In order to become a title selected in search results, it is important to make readers feel that "this article has the content they want". It is necessary to make them feel that they are "the most promising" compared to competing sites.
Attract searchers by specifically appealing the point of the article.
In addition, please put the search keyword you are aiming for as much as possible in the title and headline. It is basic to put the keyword in the first half so that it is easy to catch the eye.
Don't forget the basics of SEO
It is also worth noting that the basics of SEO are not missing. Be careful as it may fall out unexpectedly.
👉 No keywords in the title
👉 No keywords in headline
👉 Duplicate content within the same domain
👉 The image file used in the article is too heavy
If the above applies to you, you may be able to improve your search ranking just by making improvements without retouching the content of the article. Please, try it.
3. Rewrite procedure (Create a rewrite article)
After analyzing the article, it's finally time to start rewriting. Here are some important factors to consider when doing a rewrite.
The basics of rewriting are corrections
When you revise the article, basically do not delete the original content, please revise it in the form of rewriting. If you delete the contents of the past article easily, you may delete the evaluated part of the article, and the evaluation may be lowered.
Unless there is an error, basically leave the content of the article as it is and correct it by adding new content. By the way, it's okay to change the order of configurations to suit the needs of the searcher.
Share your intentions when asking writers
If you hire an outside writer to write your revisions, show them the original article and share your intentions for the rewrite.
Tell them what the original article lacked and why you're adding it. The consistency of the article is maintained by having the writer who is in charge of the revision also write with the same intention .
In-depth coverage unmatched by the competition
If you can't beat your competition with quality information, you won't be able to rise to the top of search rankings.
Try to do quality coverage that even your competitors can't do. Not only online articles, but also books, YouTube videos, and interviews with experienced people. The biggest difference is interviews with experts in the company.
If you can conduct interviews with originality, the quality of the article will naturally be high.
4. Rewrite procedure (Ranking check)
After publishing an article, pay close attention to the ranking fluctuations immediately after publication .
If the search ranking drops by 10 or more after publication, be careful. There is a possibility that the rating was lowered for some reason, so please immediately return to the state before the rewrite and watch the ranking change.
If the ranking of the article does not change significantly, or if the ranking increases, it is okay to keep watching the ranking change.
Even if the ranking does not change easily, there are cases where the ranking starts to rise after 1 to 2 months have passed, so let's wait patiently.
If you rewrite and the ranking changes, please think about the hypothesis why the ranking changed . The hypothesis will be useful when rewriting the next time or when creating a new article.
Summary: SEO content marketing is a game after verifying the article
When doing content marketing using SEO, the key is whether the rewrite article will go well. This is because the content of the rewrite incorporates hypotheses based on a collection of hints and tips by looking at the ranking trends of your site.
Be sure to check the search rankings of new articles and rewritten articles.
By analyzing why the page you want to aim for is in that order, you can make a hypothesis that "this way you can create articles that are high in search". That knowledge is the know-how of content marketing. Rewrites, as well as new articles, will lead to success.