How I Boosted the Ranking of an Underperforming Blog Post

In this video, I will share with you the steps I took to improve the ranking of an older underperforming blog post. As an SEO specialist, it's essential to constantly analyze and make necessary changes to optimize content for better search engine rankings. I will provide you with the logic and step-by-step process I followed to achieve success in this case.

The Importance of Publishing and Indexing Content

One of the lesser-known SEO secrets is that the initial content we publish is often not given much attention in terms of quality. Instead, the primary objective is to get the content indexed and discover which keywords Google is willing to rank it for. Additionally, we identify the keywords with the highest search volume. This information is obtained through Google Search Console.

The Underperforming Blog Post

To illustrate the process of boosting a blog post's ranking, I will be using the example of the article titled "Six Brands for the High Net Worth of the World." This particular post had been underperforming, and I decided to breathe new life into it. Now, let's dive into the strategies I used to improve its ranking.

Identifying High-Impression Keywords

The first step is to identify keywords with high impressions but low click-through rates. This can be easily done by analyzing the data in Google Search Console. By sorting the queries by impressions, we can determine which keywords are potential opportunities for optimization.

For example, let's say we noticed a significant spike in impressions for the keyword "Ultra high-end Brands." This indicates either a new trend or Google's increased attention to this particular keyword for our blog post. As SEO specialists, our job is to optimize specifically for these keywords to enhance our article's ranking.

Improving Keyword Ranking

To optimize an article for a specific keyword, I made the following changes:

1. Removed duplicate H1 tags: The original article had two H1 tags at the top, which is not ideal for SEO. I removed the duplicate H1 to provide a more focused heading.

2. Utilized Chat GPT: I used Chat GPT to generate a table summarizing the article's important points. This table provides a concise overview for readers, enhancing their engagement and understanding. Furthermore, it serves as an SEO asset by highlighting key information for search engine crawlers.

3. Added an FAQ section: I incorporated an FAQ section with H2 and H3 headers. The FAQ content follows Google's schema guidelines, maximizing the chances of rich snippet display in search results. Additionally, this section addresses common questions, making the article more comprehensive and valuable to readers.

Enhancing Time on Page and Engagement

Engaging users and increasing time on page are crucial for SEO. Previously, I believed "Bounce rate" was an indicator of engagement. However, I recently learned that it now refers to "time on page." This metric has become one of the most important factors considered by search engines.

Using Google Analytics, I examined the improvement in time on page and engagement after implementing the changes to the blog post. Though the numbers had only slightly increased, the overall trend showed the article was gaining traction. Higher engagement metrics indicate that users found the article more interesting and stayed on the page longer.

Analyzing Google Analytics Data

By comparing data in Google Analytics, we can track the growth and success of our optimization efforts. Analyzing the most recent data and comparing it to previous periods allows us to understand the impact of our changes.

For example, by comparing the number of impressions and clicks on recent dates with the corresponding data from the previous day, we can see if the article is growing in popularity. Observing significant growth in impressions and clicks indicates that our optimization techniques are effective.

Conclusion

By following the steps outlined in this video and incorporating effective SEO strategies, I successfully boosted the ranking of an underperforming blog post. The process involved identifying high-impression keywords, optimizing the content specifically for those keywords, and improving engagement through the addition of a table and FAQ section. Remember, consistently analyzing and making necessary changes to your content can significantly impact your search engine rankings. Thank you for watching, and stay tuned for more content!