119: Time for an SEO Refresh? Here's How.

Summary

Meredith’s husband outlines a five-step SEO refresh plan for website owners who haven't updated their SEO strategy in a while. The steps include using Google Search Console for performance and indexing insights, running a SEMrush audit, optimizing high-traffic blog posts, and refining calls-to-action. These actions can help website owners improve rankings, resolve technical issues, and boost conversions without needing new traffic.

The Ultimate Guide to an SEO Refresh for Your Website

SEO is essential for any business with an online presence, but life often gets in the way, and many websites go months or even years without an SEO update. In their latest podcast, Meredith and her husband discuss an easy-to-follow, five-step SEO refresh for anyone who hasn’t optimized their site in a while. By dedicating some time to these steps, website owners can improve their site’s visibility, address common technical issues, and enhance user experience without needing to generate new traffic.

Step 1: Google Search Console Insights

To begin, it’s crucial to check your Google Search Console. This free tool shows you your site’s visibility on Google, revealing which keywords and pages generate the most impressions. Here’s what to do:

• Filter for Non-Brand Keywords: Exclude your brand name to see organic, non-branded keywords.

• Identify High-Performing Blogs: Make a note of which blog posts drive the most traffic from Google.

• Analyze Trends: Look for any alarming drops in impressions or significant ranking changes, which could signal issues.

Step 2: Indexing Check in Google Search Console

After examining performance, it’s essential to verify that your pages are properly indexed. Google Search Console has an “Indexing” section where you can review which pages are indexed and which are not.

• Check the Sitemap: Make sure your sitemap is submitted to Google and is up to date.

• Look for Non-Indexed Pages: Confirm that all main pages and valuable blog posts are indexed.

• Remove Unwanted Subdomains: If you have old or unused subdomains that Google may still be indexing, remove them for better site performance.

Step 3: Run a SEMrush Audit

While Google Search Console provides some information, running an external SEMrush audit will give you a deeper look into any technical issues.

• Review the Audit Score: Ideally, your site should score above 92. If it’s lower, prioritize resolving common issues.

• Focus on Title Tags and Meta Descriptions: Check for missing, duplicate, or overly long titles and descriptions.

• Resolve Permanent Redirects: Clean up any internal links that point to pages that redirect to avoid frustrating Google’s bots.

Step 4: Optimize Popular Blogs

Now that you know which blog posts perform well, optimize them to generate even more value.

• Add Links to Service Pages: Add internal links from popular blogs to your most important service or product pages.

• Refine Content for User Intent: Ensure each blog is relevant to the keywords bringing users to that page.

• Consider Related Blog Topics: Create related blog posts to expand on popular topics and build on existing authority.

Step 5: Refresh Your Calls-to-Action (CTAs)

The final step is to reassess and refine your CTAs. This step is particularly helpful for boosting conversions without increasing traffic.

• Experiment with Different CTAs: Try variations in wording, button colors, or placement to see what resonates with users.

• Track Conversions Over Time: Even small adjustments in CTA text or style can yield significant increases in conversion rates.

Resources

Meredith’s husband mentions a previous episode on Google Search Console, which can be found in the podcast’s show notes.

Conclusion

An SEO refresh is an efficient way to breathe new life into a website, especially if you haven’t updated it in a while. By following these five steps, you’ll improve your site’s technical health, boost visibility for popular content, and enhance the user experience, ultimately setting the stage for better rankings and conversions.