Case Research: The ROI of Re-optimizing Content material (Plus Bonus How-To)


The writer’s views are solely his or her personal (excluding the unlikely occasion of hypnosis) and should not at all times mirror the views of Moz.

We’ve been re-optimizing Brafton’s weblog content material persistently since 2018. It’s been one of many foremost search engine optimisation methods we’ve used to extend our weblog site visitors from 20,000 to 200,000 month-to-month guests during the last three years, and we’re persevering with with this technique into 2022 (and possibly past).

For the aim of this examine, we wished to reply the query, “How nicely does content material re-optimization work, and is it value your time?”

However first, let’s again up and get some definitions out of the way in which.

What’s content material re-optimization?

In its easiest kind, content material re-optimization is the method of updating current content material with new materials as a way to add worth to the unique piece.

There are lots of methods content material could be up to date. Listed below are some strategies we’ve used over time:

  • Including new visible content material, like an infographic, to an current weblog to attraction to readers who’re extra visible learners.

  • Including a video tutorial to assist elaborate on a subject we’re masking.

  • Changing outdated examples featured in a roundup weblog put up with higher, newer examples.

  • Including lacking matter gaps that our opponents are masking however we aren’t.

  • Utterly re-writing the content material in favor of a greater goal matter (a really drastic measure).

In all cases, we’re adjusting current content material ultimately to make it higher for our viewers. Ideally, that content material can even carry out higher in natural search.

Why re-optimize content material?

If you happen to’re something like me, you’ve in all probability invested important time and power into creating superior content material in your model — and identical to me, precisely how a lot effort goes into each single phrase printed. There’s the planning, the analysis, the writing, the rounds of assessment, the copyediting, the proofing, the curation of useful visuals, and eventually clicking “Publish” when you’re executed. All of this takes time and participation from a number of stakeholders.

It’s exhausting. And costly.

It’s in your finest pursuits to guard the time and financial funding you’ve put into each single piece of content material you create in your model, and ensure it retains acting at or past your expectations. For this reason we re-optimize our content material at Brafton. As a result of we’ve discovered it’s an extremely cost-effective solution to hold our content material aggressive and generate the enterprise outcomes we anticipate from our web site.

Why this examine was carried out

We all know that our content material re-optimization efforts can take credit score for a portion of the natural site visitors outcomes we’ve seen on our web site. For this evaluation, my purpose was to calculate the precise affect content material re-optimization was making on our weblog efficiency.

Let’s get into it!


I centered strictly on written content material updates that had been made to our weblog posts between January 1, 2021, and October 31, 2021. Utilizing this timeframe, I used to be ready to make use of all 16 months’ value of Search Console knowledge for the metrics analyzed:

  • 41 articles had been analyzed.

  • The articles had been republished with written content material updates — their publish dates had been up to date on the time of the re-optimization.

  • Every article had a novel key phrase goal.

  • Major instruments used:
    • Search Console. I in contrast the three-month timeframe earlier than the republish date with the three-month timeframe after the republish date.

    • Ahrefs. I took a snapshot of the information from three months pre- and post-re-optimization.

  • Every article chosen had been listed for at least three months earlier than being re-optimized, with a subsequent three months of knowledge to guage.

  • Metrics evaluated (and which we had been seeking to enhance with re-optimization):
    • Clicks to the URL from the goal key phrase.

    • All natural clicks to the URL.

    • Complete variety of page-one key phrases every URL ranks for.

    • Goal key phrase place for the URL.

    • Complete natural impressions for the URL.

Outcomes: Extra clicks to URL from goal key phrase

Our main purpose with re-optimization is to extend the variety of clicks every web page is producing. The very first thing I wished to take a look at was how nicely this works for every weblog’s particular goal key phrase (with the understanding that these aren’t the one key phrases these blogs will get clicks from — extra on that in a bit).

Utilizing Search Console, I checked out how whole clicks have modified/improved after every particular person weblog’s republication:

Clicks to the weblog put up for the goal key phrase “artistic content material.”

In keeping with the information pulled from Search Console, 41.46% of the articles had extra clicks to their URL for his or her goal time period after being re-optimized. In combination, all articles noticed a 5.89% enhance in clicks to their goal key phrase after we re-optimized them.

Outcomes: Extra whole clicks to re-optimized content material

re-optimized weblog posts additionally rank for extra key phrases associated to the goal key phrase — and I wished to trace that change not just for our goal key phrases, however for all the key phrases these blogs rank for. It is because, once we do written content material updates, we are sometimes filling in matter gaps to make the piece extra complete. With extra mentions of those associated subjects, there’s extra probability to rank for associated key phrases as nicely. This then drives up the overall variety of clicks to the web page.

Right here’s an instance of what that appears like:

Improve in whole clicks to URL post-re-optimization for a weblog about structuring a advertising group.

Information from Search Console confirmed that 85.37% of the articles had extra whole clicks from all key phrases within the time interval after they had been re-optimized. In combination, the re-optimized articles obtained 29% extra clicks after they had been up to date and republished:

Bonus: The info exhibits a 0.96 correlation between re-optimization and whole clicks generated — a near-perfect correlation.

I might finish my examine proper right here and stroll away completely pleased with our choice to proceed with our re-optimization technique in 2022. However there’s extra to the story…

Outcomes: Extra page-one key phrase rankings from variant key phrases

As an additional benefit, most of the blogs we re-optimized began rating on web page one for different phrases associated to our goal key phrase:

Complete Web page 1 key phrase rankings for the key phrase “artistic content material.”

Our knowledge exhibits 43.9% of the re-optimized articles had extra page-one key phrase rankings after their republish date. In combination, all articles ranked for 36.45% extra page-one key phrases after they had been re-optimized.

Outcomes: Goal key phrase place modifications

For this a part of the evaluation, I checked out how the weblog’s rating place modified for its goal key phrase — evaluating the timeframes from earlier than and after the article’s republication.

With Search Console, I can see a three-month common place for our goal key phrase and may evaluate these numbers pre- and post-re-optimization.

Instance of improved rank positioning in Search Console, for the key phrase “paid search advertising.”

73.17% of the articles had a greater common rating place for his or her goal key phrase after being re-optimized, in keeping with Search Console knowledge:

56.1% of the re-optimized articles had improved goal key phrase positioning after the re-optimization, in keeping with Ahrefs:

Outcomes: Extra natural search impressions

So far as outcomes go, I’m extra within the clicks coming to the weblog, however it’s essential to take a look at modifications in click on habits within the context of search impressions. In any case, a searcher can’t click on in your outcome in the event you’re not even showing within the SERP.

By wanting on the change to impressions from earlier than and after the re-optimization, we will get a greater understanding of the affect of rating for extra of those associated key phrases.

Instance of how whole impressions have modified after a weblog put up about gross sales enablement content material was re-optimized.

That is additionally the place we noticed essentially the most spectacular return for our efforts — each single article we re-optimized had extra natural search impressions after it was republished.

100% of the re-optimized articles generated extra impressions after they had been up to date and republished, in keeping with Search Console knowledge. In combination, the re-optimized articles generated 62.35% extra impressions after their updates.

Insights: Why re-optimization issues for search engine optimisation

The primary purpose for re-optimizing content material is to drive extra certified site visitors to your web site. By re-optimizing current content material, you’re enhancing a weblog put up or a touchdown web page that’s already working in your viewers.

As well as:

1. Google rewards brisker content material

Every time we re-optimize a weblog put up, we replace its publish date to mirror the time the modifications had been made. We additionally manually submit the article to Google for reindexing so there’s the next probability Google will discover our content material updates as shortly as doable.

Now, I’m not saying you’ll be able to obtain the identical outcomes just by altering the publish date to an article and never altering the rest, however a newer publish date is probably going a sign to Google — and searchers — that your content material is contemporary and in all probability comprises helpful and related data. They might be extra more likely to click on in your content material.

From a behavioral standpoint, after I carry out a Google search, out of behavior, I modify the search filter to solely see outcomes from the final 12 months (and typically I’ll solely have a look at content material if it’s printed inside the final month). I’m choosy, and I can think about different searchers are, too. Have you ever ever glanced on the publish date of the highest outcomes and chosen to click on on the most recent one?

Updating the content material’s publication date on the similar time we re-optimize it’s our try to higher serve the habits of searchers and encourage extra clicks.

2. Subject comprehensiveness (not phrase rely) results in extra clicks

After we got down to re-optimize a weblog put up or a touchdown web page, we’re not simply seeking to beef up its phrase rely and name it a day. An extended phrase rely doesn’t at all times equal extra clicks.

As an alternative, we attempt for matter comprehensiveness, and sometimes which means we’re constructing on what’s already there. However not at all times. Typically we’ll take away sections which are not related.

What’s essential is that we’re evaluating our content material to opponents within the area, and discovering methods to enhance on what we’re lacking. And we’re doing all this to serve our viewers with one of the best content material we presumably can. Because of this, our content material covers extra floor and will get extra impressions after which, finally, extra clicks.


By honing your message round a goal matter and including worth to your content material with a re-optimization, you’re giving Google extra causes to serve your content material to its customers.

In an ideal re-optimization state of affairs, Google notices you’ve supplied extra helpful data, your content material will rank increased in seek for your goal key phrase, and also you’ll get extra clicks to your web page. And better of all, these clicks will probably be guests which are extremely curious about what your online business has to supply!

Including extra data to an current weblog put up or touchdown web page makes your content material extra complete. You cowl a broader vary of associated subjects, and subsequently there are extra probabilities to rank for these variant key phrases. That is what helps lengthen your attain past simply that preliminary set of goal key phrases.

And the extra probabilities you must rank for these variant subjects, the higher. The extra typically you present up in search, the extra customers will begin recognizing your model. They may even begin trying to find your model title straight.

Bonus: Re-optimize your individual content material and analyze your outcomes

Guidelines: Learn how to decide which content material to re-optimize

If you happen to’re bought on content material re-optimization — nice! — however you’re additionally in all probability questioning the place to begin.

I’ve created a guidelines that I take advantage of for the Brafton weblog to assist me determine whether or not or not I ought to spend time (and cash) to re-optimize a bit:

1. Search for pages which have had a dip in rating place or estimated site visitors. This would be the first flag that you just would possibly wish to re-optimize your content material.

2. Verify the present content material’s rating in a TF-IDF software (I like to recommend MarketMuse or Clearscope) to see if there’s room for enchancment. In case your content material rating is decrease than the software’s advisable rating, it’s a touch that you just in all probability have some lacking subjects to cowl.

3. Verify rating modifications/SERP-rank volatility to see what’s modified on web page one. Check out the highest 10 rating positions and the way these outcomes have modified over time. A SERP with plenty of volatility or new opponents coming onto the primary web page is an efficient signal that you just’ll want to enhance your content material to remain aggressive.

4. Take a look at the present outcomes on web page one and decide in the event you can nonetheless realistically rank there. If you happen to’ve been outranked for a SERP and you may’t fairly get again onto the primary web page, your efforts is likely to be higher spent elsewhere.

5. Estimate the site visitors you would possibly acquire out of your page-one rating. Don’t overlook that clicks decline the farther down the web page you rank.

6. Ask your self: Is that this adequate? If sure, then proceed to the re-optimization!

Walkthrough: Learn how to tie content material re-optimization to ROI

Now for the enjoyable half — diving into your individual knowledge to seek out out in case your updates made a significant affect on your online business targets.

Talking of targets, you’ll wish to make certain to find out the targets that take advantage of sense to your enterprise and what you’re attempting to perform with natural search earlier than beginning on this re-optimization technique.

Some examples:

  • Extra clicks to the weblog, year-over-year.

  • Extra web site conversions from natural site visitors.

  • Higher model consciousness in search.

If you happen to’re simply beginning to re-optimize your content material, I like to recommend bookmarking this text and coming again to this part later. Whereas it’s true that performing updates to your content material could have a right away affect in your content material — a soar in key phrase place, maybe — you’ll desire a first rate chunk of knowledge to carry out your evaluation. And the one manner you’ll get that’s with time.

Step 1: Select content material to investigate

When you’ve acquired just a few months of knowledge to work with, you can begin your evaluation. Say you re-optimized just a few weblog posts three months in the past (and these blogs have been dwell in your web site for not less than six months). Add these URLs to a spreadsheet. Right here’s the template I used for my examine if you wish to begin there.

Step 2: Observe publication date, and decide timeframes for evaluation

Log your republish date for every article within the sheet. Then decide the timeframe for 3 months earlier than your republish date and three months after (not together with the precise republish date). 

Tip: You possibly can search this in Google Seek for an correct reply, no calculator or calendar required:

Step 3: Pull your knowledge

For every metric you’re seeking to measure, pull the information from the 2 separate timeframes:

Step 4: Analyze your knowledge

It’d seem like steps 1-3 are fast and simple, however they’re surprisingly time-consuming and tedious. When you’re executed you’ll have a stunning block of knowledge to investigate. Calculate the modifications for every article individually, and in combination, to see how your optimization efforts paid off.


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