<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=219278401939698&amp;ev=PageView&amp;noscript=1">

Join thousands of successful marketers who get our weekly Marketing Mixtape email with fresh ideas & hot insider tips!

Brand Icon

TABLE OF CONTENTS
What Is Blog Optimization?   |   Optimization vs New Content   |   How to Optimize Blogs   |  Optimization Checklist  | Case Study


If you’re cranking out blog after blog, and stuffing keywords related to your industry into each one, you’re definitely doing it right.

Wrong.

Creating and refreshing existing blogs with search engine optimization (SEO) in mind is an art. There’s a strategy to it, and a well-executed strategy can turn acceptable copy into content that attracts the right audience to your website and establishes you as a thought leader in your niche.

Keep reading for our top tips on optimizing your blog content — what we call ROPS — to see positive gains within your business.

 

What Is Blog Optimization?

Blog optimization is the process of enhancing your blog content to improve its visibility on search engines, level of engagement, and effectiveness. The goal here is to make your content more attractive to not just search engines but to readers too.

At LAIRE, we have our own blog optimization process called ROPS, which stands for Review, Optimize, Publish, and Share:

  • Review: Analyze your content for quality, relevance, and accuracy. Identify areas for improvement and ensure the content aligns with your goals and audience needs.
  • Optimize: Enhance the content for search engines (SEO) and user engagement. This includes adding keywords, improving readability, and ensuring the content is visually appealing.
  • Publish: Once optimized, push your updated content live on your blog or platform of choice.
  • Share: Promote the published content across various channels including social media, email newsletters, and more to maximize its reach and impact.

The ROPS approach allows you to assess and refine your existing content to help it reach a wider audience. Keep in mind that this process is not limited to blog posts; it can be applied to any type of content, including website pages, videos, infographics, etc.

Why and how to ROPS a blog

 

Benefits of Optimizing Blog Posts vs Creating New Content

While creating fresh new content is also a great strategy, optimizing the content you already have has several significant benefits.

Enhanced SEO Performance

Optimizing your existing content can significantly improve your search engine rankings. By researching and implementing relevant keywords and more informative and readable copy, you’ll leverage the existing authority and backlinks of your posts while boosting their visibility and performance.

Cost and Time Efficiency

Optimization is generally more cost-effective and time-efficient compared to creating new content from scratch. Since you’re refining and updating material that already exists, you’re spending much less time and effort than is normally required when researching and developing entirely new topics.

Increased Traffic and Engagement

Older posts that are optimized can attract new traffic and lead to higher engagement. When you refresh your existing content with up-to-date information, refreshed graphics, and an improved user experience, you make it more appealing to both new and returning visitors (and search engines) which maximizes its full potential.

Leveraging Established Authority

Existing posts have often accumulated authority and backlinks over time. When you optimize these posts, you can enhance their performance even further and leverage their established credibility to achieve better results, compared to simply starting from zero with newly written content.

Maintaining Relevance

Regularly updating and optimizing content ensures that it remains relevant and accurate, which is crucial for maintaining the trust and interest of your audience. It demonstrates that your blog is a reliable and up-to-date resource.

Improved User Experience

Optimized content typically results in a better user experience. What you’re essentially doing is improving readability, updating outdated information, and adding new insights, which makes your content much more valuable and enjoyable for your readers.

This often leads to visitors staying on your website longer, which often acts as a catalyst to increasing your engagement and conversions.

Better ROI

Given the lower costs and the potential for higher returns, optimizing your content often provides a better ROI than creating brand-new content. You make the most of your existing assets, enhance their value, and increase their effectiveness, all without any real additional investment on your part.

While creating new content is an important part of any marketing strategy, optimizing existing blogs and content offers a huge benefit in terms of your SEO performance and reach. And who doesn’t love a more cost-effective way of doing things?

 

How to Optimize Blog Posts for SEO

If you’re ready to optimize your blog posts for SEO and enhance their visibility and impact, start by following the step-by-step process we’ve outlined below.

SEO Fundamentals

The anatomy of an optimized blog post always begins with SEO. A successful blog optimization process should include the following steps:

Conduct a Content Audit

You’ll want to start by identifying blog posts that have potential for improvement. These are posts that have moderate to low traffic, any outdated information, and any posts that were once popular but have seen a decline in views.

Keyword Research

It’s time to find keywords that are relevant to your industry and topic. You can use keyword research tools like Google Keyword Planner or Semrush to help you in this process.

Make sure to also focus on long-tail keywords as these are typically more specific and less competitive, which can help you gain higher conversion rates. Why? People who search for more specific phrases are often more likely to engage and convert.

What is a longtail keyword

Next, strategically place your keywords throughout your content in a way that flows naturally. Don’t just shove them into sentences where they don’t fit to increase your keyword count. Search engines can sense this — and so can your readers. That’ll negatively impact not only your search engine rankings but your credibility.

Optimize On-Page SEO Elements

  • Title Tag and Meta Description: Revise the blog’s title tag and meta description to include your target keywords. For best results, make sure these elements are compelling by addressing your audience's pain points. You’ll also want to make sure that they accurately describe the blog content, as this can improve your click-through rate (CTR).
  • Headings (H1, H2, H3, etc.): Using headings is not only an effective to structure your content, but it’s also a great way to include keywords to help you boost SEO and readability.
  • Alt Text for Images: Add or update alt text for all of the images in your blog. Include relevant keywords to help with image search optimization and accessibility.
  • Internal and External Links: Add internal links within your content that direct to related posts on your site. This helps keep your readers engaged. Also, when you include external links to reputable sources, this enhances your credibility and authority.

Content Strategies for Optimization

When you’re crafting SEO-friendly content, keep in mind that your keywords and phrases need to flow with your writing. High-quality writing means that you’re engaging your readers with information that’s compelling and of value to them.

Anatomy of a blog graphic

In today’s age, that also includes the use of multimedia images. This helps your readers understand and process your content more efficiently — and with more interest. In turn, they’ll be more likely to come back to your site for information they need in the future.

Updating and repurposing your content enhances your search engine rankings by keeping your content fresh and relevant, which attracts more organic traffic to your site. Repurposing your content also allows you to reach a broader audience through different formats.

Think of transforming a blog post into a social media post or an infographic. This maximizes the value of your original content and ensures that it remains relevant across the various platforms your audience uses.

User Experience Enhancement

The success of your website is directly tied to user experience. The easier and more satisfactory the user experience, the better chances you’ll get engagement and conversions. The key aspects of user experience enhancement include:

Mobile Responsiveness

This ensures that your website is accessible and easy to navigate on all types of devices, including smartphones, tablets, laptops, and desktops.

A mobile-responsive design will improve the accessibility and usability of your site, which leads to higher levels of user satisfaction, and potentially boosts your search engine rankings since search engines prioritize mobile-friendly websites.

Page Load Speed Optimization

What’s your first thought when you visit a website and the home page takes forever to load? You leave, right? The same thing goes for your audience.

Marketing Tip - watch and correct slow loading pages

A slow-loading page is one of the number one reasons for increased bounce rates. Optimizing your page load speed ensures that those who visit your site have a smooth and efficient browsing experience and gives you a much better chance of conversions and return visits.

Engaging Visual Content

High-quality, engaging visual content like images, videos, and infographics, can significantly enhance the user experience by making the content more attractive and easier to understand. 

Visuals can break up text which makes your content more digestible and keeps your users engaged longer. Engaging visual content also has the potential to be shared more widely on social media, which can significantly increase your site's visibility and reach.

Analytics and Measurement

When conducting any sort of changes in your content strategy, it’s important to implement an analytics and measurement process so you can gauge how your changes are performing. This should include:

  • Traffic Analysis: Monitoring traffic metrics like total visitors, page views, and traffic sources is essential for understanding how well your blog is performing. Total visitors and page views give you a better idea of the size of your audience and their engagement level, while traffic sources reveal where your audience is coming from, be it organic search, social media, or direct visits.
  • Conversion Tracking: Conversion tracking measures how effectively your blog turns visitors into leads or better yet — customers. Key metrics for this include goal completions (e.g., newsletter sign-ups, downloads) and conversion rates, which indicate the percentage of visitors taking these desired actions. By monitoring these metrics, you can identify which content and calls to action are most effective at driving engagement and achieving your goals.
  • Bounce Rates: A high bounce rate can indicate that your visitors aren't finding what they're looking for or that your content simply isn’t engaging enough. Analyzing bounce rates helps you pinpoint which blogs need optimization and can help improve engagement levels and user retention.

Importance of Resubmitting the Blog for Crawling via Google Search Console

When you update or publish new content, letting Google know through Search Console can expedite the indexing process and make your content available to searchers more quickly. This is important for maintaining and improving your search engine rankings, as Google favors relevant and refreshed content.

Resubmitting your blogs for crawling also allows you to address any technical issues, such as broken links or crawl errors. This helps your website remain optimized and enhances its visibility — which in turn drives more organic traffic to your site.

Here’s how to do it:

  1. Sign in to Google Search Console and choose the website property for which you want to resubmit the blog.
  2. On the left-hand menu, click on the "URL Inspection" tool.
  3. Type the URL of the blog post you want to resubmit and press Enter.
  4. Click on the "Request Indexing" button. This prompts Google to crawl and reindex the page.
  5. Google will test the live URL to ensure it can be indexed. After the test, you’ll receive a confirmation message indicating that your request has been received.

unnamed-3

You can monitor the indexing status of your URL in the "Coverage" report within Google Search Console. Additionally, use the "Performance" report to track changes in visibility and search traffic after the reindexing request.

 

Blog Optimization Checklist

Here’s a quick overview of the must-do tasks to optimize your blog:

For Content Quality

  • Conduct Keyword Research
  • Update Existing Content
  • Use Clear Headlines and Subheadings
  • Include a Call to Action (CTA)

For SEO Best Practices

  • Optimize Meta Tags
  • Use Alt Text for Images
  • Add Internal and External Links

For Enhancing User Experience

  • Ensure Mobile Responsiveness
  • Improve Page Load Speeds
  • Use Engaging Visual Content
  • Provide Easy Navigation

 

ROPS In Action: A Quick Case Study

In April 2024, we took three of our own blogs and put the ROPS strategy to the test. Each of the blogs had been live for a couple of years and was in dire need of a refresh. After optimizing the blogs using the checklist above, we saw the following results:

The Ultimate Guide to Online Business Reviews

  • Organic search increased by 114.28%
  • Direct traffic increased by 150%

Outbound vs Inbound Referral Traffic for Financial Services Companies

  • Organic search increased by 136.36%
  • Direct traffic increased by 500%

Marketing Automation Software Showdown: How HubSpot Compares

  • Organic search increased by 800%
  • Direct traffic increased by 200%

As you can see, ROPS has the power to significantly increase your reach without having to create any new content.

One thing we want to address again: ROPS isn’t just about finding the right keywords and phrases and shifting your content to fit them in. It takes research. You need to determine how the needs of your audience have evolved to rework your content to better match what they’re looking for.

When you do that, the results follow.

 

Blog Optimization: The Strategy for Success

Remember, successful blogs always include high-quality content. This means your copy, images, and user experience need to be top-notch.

Regularly updating your blogs and analyzing your performance metrics help your blogs remain relevant and competitive. Your blogs perform well, which means your readers are satisfied and likely to come back for more. This will position you as an authority in your industry and build trust in your brand.

Ready to take your blog to the next level? Discover how to optimize your blog for peak performance and continuous growth.

Download eBook - Why and How to ROPS a blog

Ika Chigogidze

Ika Chigogidze

Ika brings an academic background in ancient languages to the marketing realm, giving her a unique perspective on sales and marketing copywriting. Her experience spans B2B and B2C businesses in all industries, with a knack for crafting compelling and persuasive, yet educational content.