The reality for most online marketers is that you want to continuously improve high-quality website content, which of course is not a one-time task but an ongoing process. You want to stay on top of these top results on search engine results pages. By keeping your content fresh, engaging, and relevant you signal to search engines that you are committed to bringing the best quality to readers. Here’s how to continuously improve your website content quality like a pro.
A content audit is your first step in maintaining high content standards. Regularly reviewing your website’s content helps identify outdated information, broken links, and under-performing pages. During an audit, assess the quality, accuracy, and relevance of your content. Use tools like Google Analytics to identify which pages have high bounce rates and low engagement—these are prime candidates for improvement. Here is where SpellWise really shines: it scans your entire content regularly and informs you about spelling mistakes, potential grammar optimizations and readability suggestions!
Check your website analytics and look at the best performing (most clicked) pages. Now go from top to bottom of this list and try to improve these pieces of content further. What Info could be helpful to the user? What questions are often asked about your product but not answered in the text? Updating old content is a powerful strategy and can keep one single blog post a top performer over many years! Instead of constantly creating new content, breathe new life into existing posts, bit by bit. Update your content with new statistics, add new insights from your expertise, and improve readability wherever you can. This not only boosts your SEO but also ensures your audience is getting the most accurate and valuable information.
Let’s make a simple calculation together: If you have 20 Blog posts, each bringing you 50 Visitors a month. Sure, you could now write 20 more posts. But instead, try improving the best blog posts you have (add more content, increase relevance of your content, add tips and tricks, screenshots, how-to’s and so on) and watch the difference. Often, we see that improved content can easily drive double of more visitors to the same page. But it can even be more than that. We’ve seen a lot of examples where for example a blog post which brought 200 clicks a month on average, after improvement was able to pull 800-900 users just to this post alone.
Your audience is an invaluable resource for content improvement. Try to encourage feedback through comments, surveys, and also, if possible social media interactions. Pay attention to the questions they ask and the suggestions they provide. Incorporating this feedback helps tailor your content to better meet your audience’s needs and expectations. If you are improving an existing piece of content, try to think form the users perspective, try to walk in their shoes. Instead of just writing what your service or product can do, try to answer the questions they have and step by step shed light on the benefits your product offers.
SEO – you know this – is not a set-it-and-forget-it strategy. Regularly update your SEO practices by up-skilling yourself (in part to align with search engine algorithm changes, but do not try to focus on this too much). Use keyword research tools to identify new trends and incorporate these keywords naturally into your content. Also, try to constantly optimize meta descriptions, headers, and alt texts to improve your site’s search engine ranking. But do not try to focus on search engine content changes too much, and I’ll explain why. Search Engines have the task to provide the best results to their users. Now, if you try to please the search engines algorithm, you might have some success, but what happens if this algorithm changes? Instead, try to truly generate high quality-content with your visitor in mind. If you explain your product or service to the users in the best way possible, you will automatically also explain it to a search engine in the best way possible. It’s really that simple.
Good readability of your content is helps to improve user engagement. Use short paragraphs (by splitting existing paragraphs into shorter ones). Ad bullet points or Lists or Tables. Add subheadings to your content to break up text and make it easier to scan (most people do not start to read right away, they scan the whole site and then start from the point that sounds most interesting to them). Tools like for example Hemingway Editor and Grammarly can help you simplify complex sentences and improve overall readability. A well-structured, easy-to-read article keeps readers engaged longer. But there’s an even easier way: SpellWise helps you get all these features out of the box by scanning your entire website content and offering your suggestions (try it for free!). Better readability and SEO-suggestions to make sure you stand out! Disclaimer: do not publish AI-generated content on your website without at least giving it your personal touch. AI-Content is really easy to detect and if there is a thing search engines do not like, it is generic content that is on 100 other pages (in more or less the similar words) too.
Integrate more visual content like info graphics, videos, and images to make your content more engaging (no one likes just and endlessly long text unless maybe if it’s a scientific paper 🙂 ). Good Visuals help illustrate complex points. As mentioned before, you could start by sorting your website by the pages with the most hits and then add images or info graphics for the best-performing ones. If you’re in search for Tools that help with this task, we like Canva (we’re not affiliated with them but use it a lot) which can help create compelling visual content in a short amount of time.
As a marketer, you’ll want to Maintaining a consistent brand voice. And this across all your content. This measure helps you build a strong brand identity, which ultimately is of great value by itself (It is hard to achieve, but it pays off). Develop a style guide that outlines your brand’s tone, language, and style preferences. Consistency in voice (How you write about a topic, words you use, words you do not use) not only helps in establishing your brand. Having a defined Brand Voice Style Guide helps especially if you’re in a team of multiple content creators.
We all (should) do it, don’t we? But wait, there are two main philosophies here.
“good artists borrow, great artists steal.”
Pablo Picasso – It’s disputed if he really said that
Be the leader
If you have a clear vision of where you’re going with your content and maybe even have already gained some traction by doing so, you might not need to focus on your competitors too much in the first place. If you’re a true content leader you’ll even have some issues finding inspiration because your competitors are copying you! Still, to make sure you’re not missing out on any new topic or technique, it’s worthwhile to watch what your competition is doing.
Copy what works
Maybe you’re in a saturated market where many offerings are more or less the same. In this case, try to keep an eye on your competitors’ content strategies. More importantly, analyze what’s working for them and identify areas where you can do better. Use tools like SEMrush and Ahrefs (there are more of course) to track competitors’ top-performing content and keywords. This competitive analysis will definitely provide insights into new content opportunities and strategies and make sure you’re not getting behind.
Invest in regular training for your content team. The digital or content marketing landscape is always changing, so keeping your team updated with the latest trends and techniques. Even if its promising and has interesting features, AI-content is not the answer to your content marketing questions (at least not yet). To stay informed about what works and what doesn’t, you can attend webinars, workshops, watch YouTube tutorials and book online courses on content marketing and SEO. As you know, this field is so vast and interesting, you’ll never run out of new things to try, new things to learn.
Automation tools can streamline some aspects of content management. I mentioned before that we do not recommend using AI tools to just generate your content (there are a lot of reasons for that I will talk about in another blog post). But there are use cases where Automation can definitely help! Tools like SpellWise (yeah we’ve built it) to automate proofreading and grammar checks for your entire website (Spellwise checks your website regularly).
I hope I could help you shed some light on the 10 most important topics on how to constantly improve your website’s content.
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