Using Frase to Optimize and Refresh your Clients' Old Content
Creating brand new content for your clients is only half the battle. A good SEO strategy also means keeping tabs on the performance of their existing content so that you can revive and refresh content that's lagging in the rankings.
A content refresh is like spring cleaning for your clients' existing web content — think of it as a home improvement project that needs to be done periodically in order to maintain a healthy and high-performing website. It may involve re-writing content to be more current, optimizing content so that it's topically relevant, and identifying and filling content caps in your current content.
A topic gap can be defined as the space between what users are seeking out on the web, and the results they receive. It is essentially a gap in content that needs to be filled in order to fulfill search intent.
With Frase, it's easy to identify the topic gaps on your site. You can then use this insight to develop a content refresh strategy focused on filling those gaps and improving the rankings of existing content.
In this guide, we'll cover the following:
- Why it's Necessary to Optimize and Refresh Old Content
- Using Frase to Optimize and Refresh Old Content
- Identifying Content that Needs to be Refreshed
- How to Optimize Old Content with Frase
Why it's Necessary to Optimize and Refresh Old Content
Most of the time, content needs to be refreshed because it was never optimized for SEO at the outset. This is a common mistake--especially for newer websites that tend to focus most of their attention on quantity over quality.
If you're starting work with a new client, you'll definitely want to analyze the SEO performance of the content on their site sooner rather than later.
It's also quite common for SEO optimized content to become irrelevant over time. New industry players, jargon, and best practices may have emerged since your content was last published. With Frase, it's easy to return this outdated and underperforming content to its former glory.
Using Frase to Optimize and Refresh Old Content
Frase makes it easy to identify the topic gaps in your content that need to be filled in order to improve its performance. Once you know which content needs to be optimized, Frase's state-of-the-art NLP technology helps you do so in minutes.
Step 1: Connect your Google Search Console to Frase
Before starting, you'll want to make sure that each of your clients has granted you access (via email) to their Google Search Console domains.
Once this is done, you'll use the email address they granted access to secure the integration in Frase.
To do this, open Frase and navigate to Settings-->Integrations-->Google Search Console. When prompted select the email address that your clients have granted GSC access.
Step 2: Select a Client to Review
Navigate to Content-->Google Traffic.
At the top left hand corner, you'll see a dropdown list of domains that your clients have granted you access to. Select the client domain you'd like to focus on first.
Step 3: Review Topic Clusters
Once you’ve selected a client's domain, Frase will access all of the major queries inside that account. Frase uses Natural Language Processing (NLP) to understand the context of every question or keyword, and then groups them into topic clusters (highlighted in red below).
Activity data, such as number of impressions, SERP position, clicks, and click-through-rate (CTR) are available to help you prioritize which topics deserve your attention (highlighted in blue).
Using this data, Frase makes custom recommendations (highlighted in in green) to help guide your decision making.
Step 4: Review questions/keywords and performance data
Click into a topic cluster to view the individual questions and keywords associated with that cluster. You can also see the activity data associated with each question/keyword. Want to create content that answers a specific question or addresses a certain topic? Click "Start Document" to generate a content brief automatically.
