Have you ever heard the expression “content is king?” While this may hold some truth, it fails to capture the difference between creating brand-new content and optimizing existing content. Knowing the difference is HUGE!
First, Optimize Existing Content:
Optimizing existing pages on a website almost always delivers more value compared to creating brand-new pages.
Many SEO agencies promote creating new content because it’s easy to sell and it fits in nicely with a cookie-cutter SEO approach, but doesn’t always work.
Instead of creating new content each month, create a process to identify and optimize pages that are within striking distance of ranking high on the first page of Google.
Then, Create New Content:
Don’t get us wrong, new content has a place and time. Once you have optimized your core pages, turn to your competitors and perform a content GAP analysis. Once you do that, you can focus your new content efforts on topics that will actually drive business goals.