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1 Plus 1 Equals 3 – Post and Homepage Upgrade for Improved Rankings

It has been too long since I shared a detailed post showing you a specific strategy and case study results.

In today’s short and hopefully actionable post I am going to share how I helped push one of my sites from the middle of page 2 to the top of page 1 for my target keywords within 1 week!

Stay tuned for some more tests and results.

 

Problem:

The website had both the homepage and a post ranking on page 2 for the same target keywords.

Neither the homepage or any post/page were ranking on the first page for the target keywords.

The problem was the site was not ranking as well as I would have liked for the target keywords and I wanted to boost the rankings.

before

Having 2 results on page 2 is not worth nearly as much in terms of traffic to a couple top results on page 1 as shown in several studies such as Catalyst CTR study shown below…

ctr-by-position

Strategy:

The basic strategy was to create a better post using some of the content from the post already ranking ok for the target keyword and 301 redirect the post to the homepage where the improved article will be live.

Steps:

  1. Create a MOSTER 4k word VERY useful post formatted to look awesome with Thrive Themes
  2. Move some of the content from the post already ranking ok for the keyword to the new article
  3. Post the new article as the homepage content
  4. 301 redirect the post that was ranking for the target keywords to the homepage
  5. Get a couple Use My PBN links built to the homepage

 

Result:

  • Keyword “Best DC’s” Household Product – 5,400 volume keyword moved from 10 to 3 & settled at 7

bdc-rank

  • Keyword “Best GDC” Household Product – 590 keyword moved from 7 to 3

bgdc-rankings

  • Keyword “Best DC” – 5400 volume keyword moved from 17 to 3 & settled at 5

bdc-rankings

  • Conversion Rate Increase to 3.24%
  • Traffic Increase by ~40%

organic-traffic

How to Implement:

If you are wondering how to tell if this strategy makes sense for you to implement here is how I suggest you analyze your situation and potential opportunity…

  1. Check Google Analytics for your top pages by organic traffic
  2. Enter each of your pages and homepage into SEMRush.com to understand which pages are ranking for what keywords
  3. IF you have a page/post that is ranking decent for the keywords your homepage is also ranking for and there is no reason for the 2 pages 2 exist, in terms of user experience, then look to consolidate the post and homepage into one upgraded article for the target keywords.

TIP – If you have a post ranking better than your homepage for your target keywords this is a good indication that this strategy would be worth using.

Another Variation on This – If you have a couple posts that are ranking both only ok for the target keyword then I would attempt a similar strategy where you upgrade the content, post it on one post and then 301 redirect the old post.

Conclusion:

strategty-overview

The end result has been a decent 40-50% improvement in organic traffic by making it clearer to Google what URL on the site should be ranking for the given keyword.

Although this strategy won’t be applicable to everyone I hope that it gives someone some ideas about how they can generate some improved rankings and results for their site.

About the Author Jon

I am a 33 year old husband, father of 3, engineer and a huge fan of developing systems to build useful and profitable websites. The reason I build online businesses is to provide financial independence for my family and yours AND so I can spend time outside skiing and biking with my family.
Jon Gillham, Online Entrepreneur

Leave a Comment:

10 comments
Ivo says September 19, 2016

Good stuff. Do you think this would also work if the wrong page is ranking for a certain keyword? (ie: secondary content page is outranking the review article for “best x product”.

Reply
    Jon says September 19, 2016

    Yah I think that would be a great use of this strategy!

    Reply
      Ivo says September 22, 2016

      Just to follow up, this worked better than I expected! Note that the keyword in question is fairly low competition but it proves the process works.

      BEFORE: money page ranked around #15 for “best [keyword]”. Older informational post which talked about [keyword] ranked #4.

      AFTER: money page is now ranking #2 and the old post doesn’t rank for that keyword anymore.

      All I did was move some of the content from the informational post to the bottom of the money post and then 301’d the old post to the old info post to the money page (using the Redirection plugin).

      Took about 10 min of my time and 2 days for Google to update.

      Reply
Roman Neel says September 19, 2016

Hi Jon,
Thanks for this excellent idea. But I want more clarification. Is it like, I’ve a post on my blog about “cheap product” also another post on “best product under 100” the two post is ranking 2nd and 3rd page of google for almost similar keyword. Should this is wiser that, I set a 301 redirect a post to another page?

Thanks!

Reply
    Jon says September 19, 2016

    Hi Roman, you have the right idea and it comes down to a judgement call. In your example it would all hinge in my mind on how close is “almost similar keyword”… if they were the same keywords than I would say yes this strategy would be worth testing out.

    Reply
Cheng says September 20, 2016

Just want to clarify the strategies:

1. Create NEW Monster Post (4k words) – Move some of the content from old posts to new monster post.

2. Post the new article (4k words) as the homepage content.

3. Redirect Old Posts to Home Page

4. Send PBN links to Home Page.

Let me know if I am wrong 🙂

Reply
    Jon says October 4, 2016

    That is correct… a few caveouts I would like to add in such as ensuring the homepage is also ranking for the keyword your post is ranking for etc.

    Reply
Roman Neel says September 20, 2016

Hello Jon,
The keywords are synonymous. Budget+product, affordable+product, best product+Under 100, Cheap+product. I’ve used all the 4 keywords in the two articles. Some keywords are on First, page and some are on 2nd page. But traffic is on 2nd page keywords. Hope you can understand.

Thanks!

Reply
Nathan says September 24, 2016

Jon, thanks so much for sharing the excellent results. One question though, is your home page just the one 4k article and then a menu at the top? Or does it have other articles shown on the homepage? I assume it is okay to post one long article on a homepage as opposed to in a blog post.

Reply
Viktor Holas says June 27, 2017

Hi Jon, awesome content. Thanks for it!

Im little confused in this point:

1) 301 redirect the post that was ranking for the target keywords to the homepage

– I dont understand the relationship between the new post and the homepage. Why you created the new post? Why you didnt just 301 redirect the old post which ranking for the target keywords to the homepage? Or why you didnt just updated the old post which ranking for the target keyword.

Thank you for your explanation.

Reply
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