Content Optimisation

The fastest way to grow organic traffic is rarely “publish more content.” For most sites, it’s “fix the content you already have.” Pages ranking on positions 8-15 with mediocre titles. Old blog posts that briefly ranked and decayed. Service pages with no internal links pointing to them. Content optimisation is the discipline of squeezing more out of what’s already published before you publish anything new.

What’s Included

• Content inventory and gap analysis — what’s ranking, what’s not, what could rank with targeted work
• Page-by-page rewrites — for priority pages, fully revised content targeting better-aligned keywords
• Title tag and meta description refresh — across the pages we optimise
• Internal linking improvements — connecting the orphaned content that has potential
• Featured snippet and AI Overview optimisation — restructuring content so it’s more likely to be pulled into Google’s rich results
• Old content refresh — updating dates, statistics, links, and details on blog posts that briefly ranked and decayed
• Content consolidation — merging thin or competing pages into single authoritative ones (with proper 301 redirects)
• Pruning — identifying and removing or noindexing content that’s dragging down your overall site quality

How It Works

1. GSC and analytics review — Identify pages with traffic potential being held back
2. Prioritisation — Sort by impact: high-position-low-CTR, ranking-on-page-2, declining-traffic, etc.
3. Execution — Page by page, working in your CMS or on a shared draft system, depending on your workflow
4. Measurement — Before/after comparison after 30-60 days, with rankings and traffic deltas per page

Is This Right for Your Business?

Content optimisation is the right move if you have at least 20-30 indexed pages, you’re getting some organic traffic but feel stuck, you have older content that briefly ranked and faded, or you’ve been publishing for a year+ without a deliberate review of what’s working.

It’s not the right starting point if your site is brand new or you have under 10 indexed pages — you need on-page SEO and possibly new content first.

Why Work With Me on Content Optimisation

I treat content optimisation as a developer would — measuring inputs and outputs, focusing on what actually moves the needle, ignoring the rest. A lot of “content optimisation” services are word-count plays: add 500 more words, sprinkle in keywords, declare victory. I look at what Google’s actually rewarding for your specific terms — usually structure, depth, and specificity, not raw length.

I’ll also tell you when content shouldn’t be optimised and should just be deleted. Most sites have content that’s actively dragging down their authority. Pruning is real work, and most agencies don’t do it because it’s hard to bill for.

Pricing & Timeline

Content optimisation sprints typically run $2,500-$5,000 covering 8-15 priority pages over 3-4 weeks. Larger engagements covering site-wide content reviews start at $7,500. Often combined with an SEO audit as a first step.

Ready to Talk?

Free 30-minute call. I’ll review your top-ranking content beforehand and come with specific observations about what could move fastest. Schedule a call.