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The Value of Content Upgrades

Most posts on the internet teach you how to create articles, but none really tell you how to take an existing article and turn it into a top ranking article on that topic. We have worked over the last few year to bring you this tutorial by running different tools and monitoring the success and the outcome from those tools. Today we will show you the tools that we believe are the best (and the ones our team uses) in order to get the most predictable outcome.

When we create sites and get content created we never really think too much about going back and fixing or changing the articles. We let it sit and hope it ranks well. Over the last few months, I have had my team at ContentRefined take some older sites, run it through MarketMuse, adjust the content and see how it does. The results have been great! I have found that sometimes if you have an article that’s not really moving in rankings, you add a bit more content and input some of the words Marketmuse suggests, you should be able to find your rankings improve over the next few weeks.

As always, whenever I find something really good, I love to share it with my audience so that they know how to do it too.

How Do We Do Content Upgrades?

There are several tools available that can help successfully upgrade content and provide more valuable and in-depth information. MarketMuse is one viable tool that is easy to use and provides you with a starting off point for what needs to be done.

Steps for Using MarketMuse

Step One: Sign into your MarketMuse account with your credentials and you will then be taken to the dashboard where you will see the Content Analyzer tab.

Step Two: Find the article that needs to be upgraded and copy and paste it into the box labeled Content. Type in the title of the article and then go above that and type in the focus for the content that MarketMuse will be analyzing.

When finished, click Analyze so that it can generate your results. The results will show several factors including the Content Depth Score, the Average Content Score Target, and the Best Content Score Target.

It is important that after the content upgrade, it is far beyond the Best Content Score Target. Otherwise more work will need to be done to get it to the place it needs to be for better results.

  • Remember, you are most likely going to have to increase the word count of the existing article to be sure that it is on the level it needs to be to compete with the other sites.

Step Three: Review the results and then thoroughly read the article from beginning to end. Pay attention to the quality of the writing, how valuable the information contained in the article is, and then look for basic grammar, sentence structure, and word choice.

  • The right-hand side of the report offers you related topics and keywords that you can plug into the article to improve the score. It also shows how many times that particular keyword was mentioned in the article.

Do not use keywords as fillers or try to place them where they do not belong. The keywords being used should make sense, fall into line with the article, and not clutter it up with unnecessary words and filler.

Step Four: After filling in some relevant keywords as described above, you can then begin to take a closer look at missing words and missing subjects. You will be able to see if there are any relevant topics or information that should be included that the previous writer of the article may have left out.

Step Five: Begin adding to the word count by covering the missing topics. Even adding just a small paragraph with four sentences to discuss a missing subject can help raise the content score of the article.

Step Six: Run the article through MarketMuse one more time to see what your revised score is after making all the edits, improvements, and additions, and you are ready to send it off.

MarketMuse is just one useful tool that can successfully help you upgrade the article. Another useful tool when working on content upgrades is Cognitive SEO.

REMEMBER – This isn’t about stuffing keywords but about adding valuable/useful topics to the article to help it meet the searchers intent.

What is CognitiveSEO?

CognitiveSEO is another online tool that is designed to help people manage their SEO programs and it has an easy to use and well-designed interface.

Much like MarketMuse, Cognitive SEO will also analyze the content and track the site when comparing it to competitors. It will help provide you with a better idea on why your website and content may not be ranking as high as it should be and why your competitors are rising above you in the ranks.

How to Use CognitiveSEO

CognitiveSEO will be able to provide you with the SEO tools you need to help improve and increase your traffic.

Step One: To get started, you will first need to sign in with the proper credentials on the sign in screen.

Step Two: Open the Keyword Tool and Content Assistant and then copy a keyword you have on your spreadsheet and paste it into the keyword tool and content assistant.

Step Three: You will then copy CognitiveSEO Keyword Difficulty and the Average Content Performance to a Google sheet. Then open the article URL in the first column of your Google sheet and copy the title to the title bar and then copy the article content and click Check Score.

Step Four: You are then able to copy the metrics that CognitiveSEO provides you back to your Google spreadsheet and then repeat the steps for the other keywords until you have eliminated all of your Check Score credits.

MarketMuse Versus CognitiveSEO

Each one of these useful tools provide you with what you need to upgrade an article so it rises in the ranks and does better than previously. Each program has different offerings to help with the process and it is up to the user to decide which one is more beneficial for what they are trying to accomplish.

MarketMuse and CognitiveSEO both offer insights into potential improvements that should be made. MarketMuse ranks high when it comes to ease of use, customer support, and overall cost.

MarketMuse helps the user improve search engine rankings with more on-site effort than it does with link building.

MarketMuse also utilizes an easy to read scoring system. When scoring content, it will provide a different color to share with the user regarding the score. Red is bad, yellow is okay but offers room for further improvement, and green is good and is aimed at raising the score as high as it can possibly get without using invaluable or filler content.

It also offers several related topics and keywords that you can use to add content to the article. This can be achieved by adding keywords into the current article and also by adding in an additional content section to cover a keyword or topic that had been missed previously.

CognitiveSEO is another tool that is useful in upgrading content. However, it is not strong when it comes to keyword research. Instead, they are more focused on link building that will help enhance the overall value of the site.

CognitiveSEO offers a wide range of backlink analysis tools to help with link building and the interface was designed to be easy to use. They also offer different SEO management tools to help track the current campaign and any progress that is being made.

CognitiveSEO is also helpful when it comes to tracking your competition and managing the smaller and more delicate details of SEO.

Therefore, you must decide if you want to focus more on keyword research while upgrading your content or would you find increased success if the focus shifted more toward creating stronger backlink tracking and analysis.

Case Study

As usual, we don’t suggest things without testing the results ourselves first. We had a site that was doing pretty good with traffic and was sitting on the second page/bottom of first page for a lot of quality keywords. So instead of getting a new article creating towards that keyword, we already took an article that was working and ranking well and just improved the content. We were then able to get many of those keywords into the top 3 spots of Google. Also, to be completely transparent, we pointed 10 Use My PBN posts from Lightningrank to those pages as well.

We are now currently executing this strategy amongst many of my other money sites and the return in value has been fantastic.

The Importance of SEO

Whichever program you choose, SEO will always remain an vital component when it comes to website traffic and ranking and the success of your site.

SEO is what attracts potential clients to your website and this is done through the use of important and relevant keywords and phrases that are able to rank highly in search engines. There is a lot of competition so it is important that you rise above and improve your scores.

Organic SEO is an investment that each company should make for some very specific reasons:

  1. SEO techniques are always going to work. Data will be pulled from organic traffic from Google recently and all the techniques you use will remain the same and will work to help you improve traffic and gain a better position.
  2. SEO is cost-effective and, in regard to online marketing and advertising, it is a smart step to take to provide a good ROI. SEO will always remain relevant when it comes to the online presence you have established and continue to maintain
  3. More and more people are beginning to check online reviews before making purchases and this number will only increase as the age of digital technology grows. It is important that SEO is used so your site is easier to find during a search so that your own customer base can increase
  4. Content is key when it comes to online marketing. If you are not able to offer high-quality and valuable content, then you will lose your audience. Upgrading the content is just one way you can refresh the content and be sure that it remains relevant and reliable. You want them to find your site for the answers, rather than your competitor’s sites.
  5. Finally, stay above your competition. Upgrading your content is a viable way to stay above the competition and rank higher. You will find greater success in the online marketing world if you have a solid SEO strategy in place. Do not find yourself stuck with little to no organic keyword data and traffic.

Final Thoughts

As you can see, the world of content marketing online is extremely competitive and upgrading your content is just the first line of defense when it comes to conquering the competition and being able to provide valuable, relevant, and fresh content for your audience.

Utilizing the right SEO tools when upgrading your content can lead to an easier and better way to track data for you or your competitors, can help build your SEO rankings in several different ways, can help improve the traffic going to your site, and can also help to improve your website. If you are interested in having a hands off approach to this, we offer this service through Content Refined. If you are interested you can book a call with our team and we would be happy to discuss your needs!

If you test this out I would love to know how your results went!

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

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