Optimising Old Content

Already have a lot of content? You could be sitting on a potential goldmine.

Lots of existing content?

Lots of Existing Content

You could be sitting on a goldmine of untapped potential if you have already built up an archive of blog posts. Even if these posts weren’t written with SEO in mind, they could still open the door to organic traffic. 

When a blog post has been published for a few months, you will have likely gathered a lot of data such as keywords that it ranks for, click-through rate (CTR), average position and so on.

We’re able to use this data and identify areas in need of improvement. We breath new life into old content, helping it rank higher and bring in more traffic. 

Lots of Existing Content

In-depth analysis


To thoroughly analyse your existing content’s performance, we will request that your Google Analytics and Google Search Console accounts are linked together by an administrator. It’s a simple process that we can help you with.

We’ll then request read-only access to Google Analytics. Again, we can help you with this.

Linking these accounts will give us access to all the data we need for analysing content and identifying target posts that have the potential to climb up the rankings with a little help from our on-page SEO strategies. 


After we have analysed your existing content and identified posts that have the potential to rank better with a little help, we begin optimising them using various on-page SEO techniques.

The process of optimisation is different for each piece of content and will be dictated by the results of our data analysis. 

Google loves new, fresh content. How often do you see articles appearing on the first page of the search results that are more than a couple of years old? If you’re hitting publish and never updating your articles with up-to-date info, you’re only doing half a job. Couple that with solid SEO and you’ll see staggering results. 

Frequently Asked Questions

  • What is SEO?

    SEO stands for Search Engine Optimisation. It's the process of optimising website content so it appears as close to the top of Google as possible.

  • What is on-page SEO?

    On-page SEO is the process of writing articles in a way that helps search engines to understand the topic of the writing and encourages them to rank it higher.

  • What is optimising old content?

    Think of optimising old content as bringing old, outdated articles back to life, or reviving them. Articles that you've invested resources in creating but that are no longer bringing in any traffic (or maybe they never did in the first place).

  • What is the benefit of optimising old content vs creating new content?

    While there can never be a substitute for publishing brand new articles, optimising old ones is an excellent way of supplementing your traffic and squeezing out every last drop of value. Optimising old articles is a faster, more cost-effective way to boost your traffic numbers. Updating existing content takes less time than writing new content from scratch, and existing content also provides us with a wealth of data we can use to implement on-page SEO.

  • How much does this cost?

    For detailed information about our prices, please get in touch.

  • Can I arrange a call?

    Yes! We'd love to hear from you. You can use any of the methods found here, the live chat feature in the bottom right corner of this page, or any of the 'enter your email to get started' boxes. You'll be put in touch with a customer support agent in no time.

  • What are the benefits of a content marketing campaign vs a traditional PPC campaign?

    With traditional PPC advertising campaigns (Google ads, Facebook ads, etc.), you stop receiving traffic when you stop funding them. With a content marketing advertising campaign, you continue to welcome visitors to your website long after the campaign has ended. The basic principle is to attract organic traffic from search engines.

    With content marketing, not only are you attracting sustainable traffic, but you are attracting high-quality traffic. The people who land on your website through the organic search results are actively seeking out the service or product you supply. It goes without saying, hot leads convert at a much higher rate than cold leads.