Enhance Existing Content to Improve SEO

There’s a preconceived notion that in order to improve SEO, there’s a need to write new content. 

Webmasters start blogging more or building out new pages. While this can be beneficial, I recommend enhancing existing content on your website to improve your SEO before creating new content. 

In this blog post, I’ll explain how to improve existing content on your website to bolster your SEO rankings. There’s so much low hanging fruit that can drive more organic traffic to your site by existing content.

Many pages on your site have thin content, lackluster images, poor headings and a subpar user experience (to name a few issues). When you optimize existing content, you can see immediate SEO improvements while improving the user experience.

Related Blog: How to Identify Low Quality Backlinks for SEO

Issue with Building Too Much Content  

It can be determinantal to create new content for your website if you’re not doing it the right way. Unfortunately, I learned the hard way. 

Back in 2020, my website was negatively impacted by the May ‘20 Google algorithm update. It was such a terrible feeling. All of my keywords tanked. My website happened to be negatively impacted because there was too much thin content on my site. 

I was constantly adding new blog posts to my website to be proactive and create fresh content. The issue was that many of my blogs had lackluster content. There were only 300-400 words on and the quality was subpar. After realizing I was penalized for thin content, I went back and either deleted, redirected or enhanced my content. This wasn’t an easy task. It took nearly a year for me to improve my site to appease Google. When the next algorithm rolled out, my keyword rankings returned to their prior ranking levels and even improved. 

Agency Note: When you’re negatively impacted by a Google algorithm, you won’t see an improvement in keyword rankings until the next Google algorithm rolls out. Of course, you must address the issue that got your site penalized in the first place. 

I’m sharing this story because it taught me a valuable lesson. You should focus on enhancing existing content on your website before creating new content. We see far too many businesses blog about topics that add no value to their site. If there’s content on your website that you don’t feel comfortable sharing with a prospective customer, current customer, employee or vendor, chances are it needs to be enhanced or deleted.

When you start to focus on new content creation, make sure the content is written by experts, that it’s not thin and the topic provides value to people visiting your site.

Now it’s time to move onto how to analyze existing content on your website and improve it for stronger SEO performance. 

Agency Tip: For any new client, we run a Screaming Frog report. This report tells us the word count for all pages on the site and allows us to gauge thin content, AKA content with less than 300 words.

Need Help? Do you need an SEO audit on your site to gauge the overall health? Contact The Media Captain.

Audit Your Webpage Versus Competitors 

Auditing specific webpages versus your competitors is challenging for business owners and marketers since they are biased towards their brand, aka their baby. It’s a great exercise that I recommend. If you need someone neutral to help with the analysis, hiring a marketing agency or freelancer is a good solution.

Audits Don’t Have To Be Difficult

Conduct a Google Search for the keyword you want to rank for to see whose ranking at the top of Google. There’s a reason someone ranks in the first position. Google likes what they’re doing.

Analyze the webpage that’s ranking well versus your webpage. Is the content better? Is the layout smoother? Do they have better images? 

Google likes it when the experience is top notch for your site visitors. Let’s dive into how to enhance your existing content to improve your SEO.

How a Competitor Audit Helped Our ECommerce Brand

In addition to owning The Media Captain, our agency started a six-figure eCommerce skincare brand called DermWarehouse.

We realized on our brand pages that there was lackluster content versus the competition. Since the brand pages received a lot of website traffic for DermWarehouse, we knew this needed to be addressed so we took action. 

On the Jan Marini brand page, you’ll see we added a paragraph about the brand. We also added FAQ’s, answering our customers’ most popular questions. When you click on the + button, detailed answers to popular questions are being answered.

This content enhancement helped improve our rank on the majority of our brand pages. This  strategy wasn’t formed until we audited our competitors.

Note: Our agency can look at your website and conduct a competitor SEO analysis. Contact us for more details.

Agency Tip: It can be overwhelming to compare every page on your website versus competitors. Start with your homepage, move onto the most important product or service pages. Take it one page at a time so you’re not overwhelmed. This will allow you to create action items on what needs to be improved in a timely and efficient manner.

On-Page Enhancements 

Now it’s time for the good stuff. Get ready to roll up your sleeves and get to work by enhancing your existing content. 

Content Enhancements 

When you read through the content on your site, it should sound like it’s coming from an expert, not being outsourced to a third party. Google can detect strong versus weak content. The content must be unique and add value to the person reading and absorbing the information on your site.

We recommend going through the most trafficked pages on your site to determine what content needs rewritten or if you need to add more robust content.

For DermWarehouse, we put a lot of content enhancement work into our eCommerce product pages. Below you’ll see the following information on our product page: 

  • Robust Product Description
    Product Overview 
  • Best For 
  • How To Use 
  • Ingredients
  • Q&A 
  • Reviews 

There’s a lot of competitors selling the same products as DermWarehouse. Better content is how we can differentiate our brand. 

Heading Enhancement

Some of the lowest hanging fruit for SEO is better optimizing the headings. When I refer to headings, I’m talking about the H1, H2 and H3’s throughout the page. You want to incorporate keywords into the headings that you have a desire to rank for.

Below is an example of the main heading (the H1) on our SEO Services Page, which is, “Top Rated Columbus SEO Company.” This is a query we want to populate for on Google, so we’ve optimized the H1 for this query.

Don’t focus on one keyword for your headings. There’s so many different variations people search for. They could be searching for an SEO Firm, SEO Specialist, SEO Agency, etc.

While it’s important to incorporate good SEO headings on each page, be careful, you want the headings to feel natural. Don’t stuff keywords in a heading when it doesn’t feel natural. You have to find a happy medium to appease Google and provide a good customer experience. 

Related Blog: How to Optimize Headings for SEO

Image Enhancements 

Google doesn’t like if all of the images on your site are stock photography. They want images to be unique. You can see on our SEO service page (above) that we take pictures of our staff and try to create as much unique imagery as possible.

If you look at our website portfolio page, you’ll see we create unique graphics showcasing the successful websites we’ve launched.

We aren’t creating these graphics to just appease Google. These graphics are enhancing the user experience on our website by providing strong visuals.

You should also be optimizing your images and naming them properly so they can be found on Google Image search. 

PS – Sorry about my terrible handwriting. 

User Experience/Layout 

The average user is staying on your website for less than 15-seconds [source]. It’s important to provide a great user experience on desktop, tablet and mobile.

Improving the look, feel and layout is crucial to the overall user experience, which directly impacts SEO. If people are visiting your website and immediately bouncing since they don’t trust the layout or material, Google can recognize this and ding you for it.

Contact a graphic designer to get a fresh set of eyes on your layout. A new mock-up can help you see things differently and lead to a better user experience and stronger rankings. 

Frequently Asked Questions

Google loves when you answer questions. When someone comes to Google they have an issue and are seeking a solution.

For each page on your site, try to formulate a list of questions that your customers may have pertaining to the information you’re writing about.

For our agency, we keep a list of questions our clients ask and add them to our frequently asked question page. If the question pertains to a specific service, we’ll add the information to this service page.

Agency Tip: Google pulls in a “People Also Ask” section with popular questions towards the top of the first page of Google. We love scouring through these questions and writing on these different topics for our website. 

Internal Linking

Google likes to see people visit multiple pages on your site. This is an indication that the visitor is soaking up your information. How do you accomplish this? By linking from one piece of content to another relevant page. This is called internal linking.

You’ll notice in this article, we have a lot of internal links going to other related pages on our site.

You should have strong internal linking throughout your site. This is another easy way to enhance your existing content. 


Put yourself in the shoes of someone conducting a Google search. If they are looking for “Columbus Dermatologist” or “Dermatologist in Columbus, Ohio” you want to have these keywords on relevant pages on your site. Google scans text and without the proper keywords, you won’t rank for the queries that could drive new business for your company.  

We love using SEMRush’s keyword magic tool to better understand search volume and keyword difficulty. We solidify a list of keywords and try our best to incorporate these keywords onto the website in a strategic manner. You can see that SEMRush provides you with the search volume for each keyword along with the difficulty. 

If you don’t have an SEMRush subscription, go to Google and search for queries you think others will look for. You’ll find related searches on Google, which are great to incorporate onto your site.

Agency Tip: You don’t want to add the same keywords on numerous pages of your site. This can cause keyword cannibalization with two pages competing against each other, which can confuse Google and dilute your keyword rankings. You should have a solid website structure so you know which pages to optimize for what keywords. 

In Closing

Enhancing existing content is often overlooked when devising an SEO strategy. Creating new content may sound exciting and ambitious but it’s not always the right plan of action.

You should now have a roadmap of how to identify pages to further enhance along with optimization techniques. If you follow this roadmap, you’ll have a better user experience and should see a correlation in keyword rankings. 

Jason Parks

Jason Parks started The Media Captain in 2010. He’s grown TMC into one of the largest digital agency’s in Ohio over the past decade.The Media Captain has worked with hundreds of small, medium and enterprise clients on digital marketing and development projects.The Columbus Based Digital Marketing Agency has received numerous accolades. TMC was named a Top 1% Agency in the U.S. by UpCity in 2019 and 2020. They also won the “Best PPC Campaign,” which was a national award from DashThis. They were also the recipient of the Top 10 Social Media Marketing Agencies in Ohio.

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