Reformatting content can improve its performance in search

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 02, 2019, 2:28 AM UTC

Conducting a content analysis is useful to spot content marketing opportunities.

In this piece, the author states what brands can do to improve their content marketing further. One way to do this is to update content. This could involve fixing and updating broken external links and adding internal links to relevant pages.

To find new content marketing opportunities, they must start with Google Search Console (GSC). Using this, brands can analyse clicks and impressions for an individual website page. They can also use it to conduct keyword analysis or to analyse queries.

The author also recommends reformatting content to help it perform better in search. Creating complementary interactive features such as, tools, quizzes and games or developing high-quality images can improve a page’s performance in organic search. Additionally, marketers can also use tools such as Ahrefs, Moz and SEMRush to conduct a content analysis.

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