Managing owned media is not just about adding new articles.
It is important to maintain existing articles and improve SEO effectiveness.
Even after publishing an article on owned media, it is necessary to check the SEO effect and rewrite it while checking the results.
This time, with the theme of rewriting articles to increase SEO effectiveness, we will introduce six specific rewriting methods.
What is article rewriting?
Rewriting is the process of modifying an article so that it appears higher on search engine pages.
The purpose of rewriting is to improve SEO.
When it comes to SEO, it is said that the most important thing is the content of the article itself.
You need to be aware that rewriting is more than just adding keywords to your article and increasing the number of characters.
What kind of articles need rewriting?
When rewriting articles on owned media, the first step is to select the article to be rewritten.
Generally, you should target articles with low search rankings for rewriting.
Some articles may not show up on search engines when you search for keywords.
We will also rewrite internal links to the top-ranked articles to increase the rate of transitions to related articles.
There are many ways to improve SEO by rewriting.
It is also important to consider whether you can expect the effects of rewriting.
If you select articles from owned media that have low search rankings, several articles should be selected.
The important thing here is which articles should be rewritten.
It is undesirable to select articles for rewriting simply based on their low search rankings.
When choosing articles to rewrite, you should choose articles that are likely to have some positive impact on the goals of your owned media by increasing their search rankings.
Typical goals of owned media are “corporate branding,” “acquiring new customers/prospects,” and “boosting recruitment.”
Rewrite articles that will get you closer to achieving your owned media goals by increasing your search rankings.
Reasons why the search ranking of articles does not improve
The purpose of rewriting is to improve the search ranking of an article and improve its SEO effect, so for articles with low search rankings, it is necessary to analyze the reason why the search rankings are not improving.
●Not conscious of SEO
If your article is not displayed at the top of the keyword search, or if it is not displayed at all, it is likely that you are not paying attention to SEO.
There is a possibility that the content that the user wants to know depending on the keyword and the content of the article may be far apart.
The content that users want to know based on keywords can be estimated by looking at the top search articles.
●Not updated to the latest information
If a user opens an article looking for information and the content is outdated, that owned site loses credibility.
Information contained in articles must be constantly updated with new content.
Articles with old publication or update dates are also undesirable.
●The title and article content are different.
Users open articles based on the title of the article listed in a search engine.
If you select an article expecting the answer to what you want to know, but when you read the article you find that the content in the title is different, you will be disappointed and will not be able to improve your search rankings.
What is article rewriting to increase SEO effectiveness?
Let’s introduce six specific rewriting methods that are used to increase SEO effectiveness.
●Match the title and article content
If the title and content of the article do not match, it will be difficult for the article to be ranked high in search engines.
You don’t want to lure users in with a title and serve them an article that doesn’t match the content.
If the content of the article is about a product or service provided by your own company, the credibility of owned media may be lost.
●Use a summary at the beginning to make people want to read the article.
Users open an article by the title displayed in a search engine and decide whether to continue reading the article by looking at the summary at the beginning.
By providing a summary of the article and interesting content at the beginning, you can reduce the dropout rate.
Specifically, you can expect results by asking questions that arouse user empathy, clarifying problems, and using numerical values.
●Create an article that resonates with the persona
When launching owned media, you should have defined your target persona.
Rewriting the content of the article to one that resonates with the persona is also effective for SEO.
●Insert appropriate headings
Just like the title, headings are important in the structure of an article.
Users use headlines as guideposts to navigate through articles.
By including a heading that appropriately summarizes the content of the main text, the exit rate will be lowered and the SEO effect will be increased.
●Include original content
Originality is required in order to be aware of user needs and rewrite articles that meet and even exceed the content of articles ranked high on search engines.
High originality is highly valued by search engines.
– Turn difficult writing into easy-to-understand phrases
In some cases, it may be necessary to rewrite difficult writing into easier-to-understand phrases.
Also, with owned media, articles may use industry jargon that is difficult for users to understand.
Technical terms must be explained in an easy-to-understand manner.
summary
◆Rewriting refers to modifying an article so that it appears higher on search engine search pages.
◆ Generally, articles with low search rankings are targeted for rewriting.
◆Rewrite articles that get closer to achieving your owned media goals by increasing their search rankings
◆The rewriting method used to increase SEO effectiveness is “Match the title and article content.”
◆ “Make the summary at the beginning of the article so that people want to read it” “Make the article empathetic to the persona” “Insert appropriate headings” “Include original content” “Transform difficult writing into easy-to-understand phrases” 6 things to do