BrightonSEO San Diego: How to Update Content to Increase Traffic and Revenue

Slide 1

Slide 1 text

How to update blog articles to increase traffic and revenue Alyssa Corso SEO Consultant Speakerdeck.com/alyssacorso12

Slide 2

Slide 2 text

Alyssa Corso | Alyssacorso.com SEO Consultant Healthcare & SaaS Startups

Slide 3

Slide 3 text

Alyssa Corso | Alyssacorso.com

Slide 4

Slide 4 text

Alyssa Corso | Alyssacorso.com Why I’m Talking About Updating Content

Slide 5

Slide 5 text

Alyssa Corso | Alyssacorso.com Wrong???

Slide 6

Slide 6 text

Alyssa Corso | Alyssacorso.com

Slide 7

Slide 7 text

Alyssa Corso | Alyssacorso.com

Slide 8

Slide 8 text

Alyssa Corso | Alyssacorso.com

Slide 9

Slide 9 text

Alyssa Corso | Alyssacorso.com

Slide 10

Slide 10 text

Alyssa Corso | Alyssacorso.com ❌ I didn’t give the articles time to rank

Slide 11

Slide 11 text

Alyssa Corso | Alyssacorso.com ❌ I ignored user intent

Slide 12

Slide 12 text

Alyssa Corso | Alyssacorso.com ❌ I didn’t have a process in place

Slide 13

Slide 13 text

Alyssa Corso | Alyssacorso.com I don’t want YOU to make these mistakes too

Slide 14

Slide 14 text

Alyssa Corso | Alyssacorso.com Because if you don’t do it right…

Slide 15

Slide 15 text

Alyssa Corso | Alyssacorso.com Your competitors are taking your traffic

Slide 16

Slide 16 text

Alyssa Corso | Alyssacorso.com And therefore, your potential revenue

Slide 17

Slide 17 text

Alyssa Corso | Alyssacorso.com

Slide 18

Slide 18 text

Alyssa Corso | Alyssacorso.com

Slide 19

Slide 19 text

Alyssa Corso | Alyssacorso.com 5 Questions to Ask When Updating Content

Slide 20

Slide 20 text

Alyssa Corso | Alyssacorso.com 5 Questions to Ask When Updating Content Building an Update Process

Slide 21

Slide 21 text

Alyssa Corso | Alyssacorso.com 5 Questions to Ask When Updating Content Building an Update Process Updating Revenue-Driving Content

Slide 22

Slide 22 text

Alyssa Corso | Alyssacorso.com 5 Questions to Ask When Updating Content

Slide 23

Slide 23 text

Alyssa Corso | Alyssacorso.com 1. When was the article published?

Slide 24

Slide 24 text

Alyssa Corso | Alyssacorso.com

Slide 25

Slide 25 text

Alyssa Corso | Alyssacorso.com Month Clicks 2 80 3 376 4 712 5 1108 6 1002 Peak clicks

Slide 26

Slide 26 text

Alyssa Corso | Alyssacorso.com Wait at least 3-6 months before updating your content

Slide 27

Slide 27 text

Alyssa Corso | Alyssacorso.com Content Decay Process

Slide 28

Slide 28 text

Alyssa Corso | Alyssacorso.com Content Decay Process Spike Phase

Slide 29

Slide 29 text

Alyssa Corso | Alyssacorso.com Content Decay Process Trough Phase

Slide 30

Slide 30 text

Alyssa Corso | Alyssacorso.com Content Decay Process Growth Phase

Slide 31

Slide 31 text

Alyssa Corso | Alyssacorso.com Content Decay Process Plateau Phase

Slide 32

Slide 32 text

Alyssa Corso | Alyssacorso.com Content Decay Process Decay Phase

Slide 33

Slide 33 text

Alyssa Corso | Alyssacorso.com Regularly updating content can decrease decay…

Slide 34

Slide 34 text

Alyssa Corso | Alyssacorso.com and increase weekly traffic by 55% Source: Animalz

Slide 35

Slide 35 text

Alyssa Corso | Alyssacorso.com

Slide 36

Slide 36 text

Alyssa Corso | Alyssacorso.com 2. Why are you updating this article?

Slide 37

Slide 37 text

Alyssa Corso | Alyssacorso.com ➕ Increase conversions Increase traffic ✅

Slide 38

Slide 38 text

Alyssa Corso | Alyssacorso.com ➕ ✅ Improve topical authority Improve article quality

Slide 39

Slide 39 text

Alyssa Corso | Alyssacorso.com 🤔 Google Algorithm Update Occurred Increase traffic ➕

Slide 40

Slide 40 text

Alyssa Corso | Alyssacorso.com Article was recently published Increase traffic 🤔 ➕

Slide 41

Slide 41 text

Alyssa Corso | Alyssacorso.com 3. Is traffic declining?

Slide 42

Slide 42 text

Alyssa Corso | Alyssacorso.com GA4

Slide 43

Slide 43 text

Alyssa Corso | Alyssacorso.com Google Search Console

Slide 44

Slide 44 text

Alyssa Corso | Alyssacorso.com SEO Gets

Slide 45

Slide 45 text

Alyssa Corso | Alyssacorso.com

Slide 46

Slide 46 text

Alyssa Corso | Alyssacorso.com 3. Is traffic declining? Why?

Slide 47

Slide 47 text

Alyssa Corso | Alyssacorso.com Decline in rankings

Slide 48

Slide 48 text

Alyssa Corso | Alyssacorso.com High authority website updated their page

Slide 49

Slide 49 text

Alyssa Corso | Alyssacorso.com AI overview

Slide 50

Slide 50 text

Alyssa Corso | Alyssacorso.com Results changed

Slide 51

Slide 51 text

Alyssa Corso | Alyssacorso.com 4. Are you matching the search intent?

Slide 52

Slide 52 text

Alyssa Corso | Alyssacorso.com The reason a user searches for something

Slide 53

Slide 53 text

Alyssa Corso | Alyssacorso.com Informational 󰳕 Articles Blogs Guides How-to Pages

Slide 54

Slide 54 text

Alyssa Corso | Alyssacorso.com Transactional 💰 User Reviews Product Comparisons Checkout Pages

Slide 55

Slide 55 text

Alyssa Corso | Alyssacorso.com Navigational 🔎 Product Pages Landing Pages Service Pages

Slide 56

Slide 56 text

Alyssa Corso | Alyssacorso.com If your content doesn’t match the search intent…

Slide 57

Slide 57 text

Alyssa Corso | Alyssacorso.com Consider restructuring or rewriting your content to align with intent

Slide 58

Slide 58 text

Alyssa Corso | Alyssacorso.com

Slide 59

Slide 59 text

Alyssa Corso | Alyssacorso.com 4. Have you identified improvements?

Slide 60

Slide 60 text

Alyssa Corso | Alyssacorso.com Headers

Slide 61

Slide 61 text

Alyssa Corso | Alyssacorso.com FAQs

Slide 62

Slide 62 text

Alyssa Corso | Alyssacorso.com Structure Introduction Most relevant header

Slide 63

Slide 63 text

Alyssa Corso | Alyssacorso.com Structure Remove unhelpful or irrelevant content

Slide 64

Slide 64 text

Alyssa Corso | Alyssacorso.com Building a Process

Slide 65

Slide 65 text

Alyssa Corso | Alyssacorso.com

Slide 66

Slide 66 text

Alyssa Corso | Alyssacorso.com

Slide 67

Slide 67 text

Alyssa Corso | Alyssacorso.com

Slide 68

Slide 68 text

Alyssa Corso | Alyssacorso.com

Slide 69

Slide 69 text

Alyssa Corso | Alyssacorso.com

Slide 70

Slide 70 text

Alyssa Corso | Alyssacorso.com Easily identify when to update Publish efficiently Train your team Track the impact 1 2 3 4

Slide 71

Slide 71 text

Alyssa Corso | Alyssacorso.com

Slide 72

Slide 72 text

Alyssa Corso | Alyssacorso.com

Slide 73

Slide 73 text

Alyssa Corso | Alyssacorso.com Easily identify when to update Publish efficiently Train your team Track the impact 1 2 3 4

Slide 74

Slide 74 text

Alyssa Corso | Alyssacorso.com

Slide 75

Slide 75 text

Alyssa Corso | Alyssacorso.com Easily identify when to update Publish efficiently Train your team Track the impact 1 2 3 4

Slide 76

Slide 76 text

Alyssa Corso | Alyssacorso.com

Slide 77

Slide 77 text

Alyssa Corso | Alyssacorso.com

Slide 78

Slide 78 text

Alyssa Corso | Alyssacorso.com Easily identify when to update Publish efficiently Train your team Track the impact 1 2 3 4

Slide 79

Slide 79 text

Alyssa Corso | Alyssacorso.com

Slide 80

Slide 80 text

Alyssa Corso | Alyssacorso.com

Slide 81

Slide 81 text

Alyssa Corso | Alyssacorso.com Updating Revenue-Driving Content

Slide 82

Slide 82 text

Alyssa Corso | Alyssacorso.com Make your content better than competitors

Slide 83

Slide 83 text

Alyssa Corso | Alyssacorso.com Make your content better much better than competitors

Slide 84

Slide 84 text

Alyssa Corso | Alyssacorso.com Tip #1: Know your keywords

Slide 85

Slide 85 text

Alyssa Corso | Alyssacorso.com What keywords have the highest conversion rate?

Slide 86

Slide 86 text

Alyssa Corso | Alyssacorso.com

Slide 87

Slide 87 text

Alyssa Corso | Alyssacorso.com Tip #2: Get creative

Slide 88

Slide 88 text

Alyssa Corso | Alyssacorso.com How can you deliver the information the reader wants?

Slide 89

Slide 89 text

Alyssa Corso | Alyssacorso.com

Slide 90

Slide 90 text

Alyssa Corso | Alyssacorso.com Tip #3: Be the expert

Slide 91

Slide 91 text

Alyssa Corso | Alyssacorso.com How can I improve my content so it’s more valuable than what’s already ranking?

Slide 92

Slide 92 text

Alyssa Corso | Alyssacorso.com 🗣 Talk to your customers

Slide 93

Slide 93 text

Alyssa Corso | Alyssacorso.com 🗣 Talk to your customers 📊 Analyze competitor reviews

Slide 94

Slide 94 text

Alyssa Corso | Alyssacorso.com 🗣 Talk to your customers 📊 Analyze competitor reviews ✅ Utilize public datasets

Slide 95

Slide 95 text

Alyssa Corso | Alyssacorso.com Thank you! Let’s connect!