Sad Story: I Rewrite the Articles And Lose My Traffic

Sad Story: I Rewrite the Articles And Lose My Traffic

Introduction

I read plenty of expert blogs convincing me of the content freshness theory. For sure, I believe Google likes fresh content.

Also, I was also seduced that optimizing landing pages that are on the 2nd page of SERPs will boost my traffic.

But after my practice, I know the difficulty.

Read the content below to find out my testing logistics and the final results.

Part 1. Who am I?

This is Eva, who has worked in Google Search Engine Optimization for about 2 years. During this time, I work hard to master all the SEO processes and knowledge frames. And my blog aims to share some findings and thoughts about my work. It can both help me summarize my career and inspire those who are in the same field as me. You can follow my Twitter: https://twitter.com/EvaChen67936203 and communicate with me on the platform.

Eva

Part 2. Before Launching the Rewritten Articles

Actually, I carefully choose the testing sample before writing the blogs.

Step 1. Go to Google Search Console>Search Results

Search Results
Search Results

Step 2. Choose the “Pages” Tab

Pages
Pages

Step 3. Filter Average Position

Click the icon, you are able to filter top pages, clicks, impressions, CTR, and position. Kindly choose the Position>Greater than 10. Then Google Search Console will show all the pages whose average position is over 10.

 Filter Page Position
Filter Page Position

Step 4. Download the Sheet

 Export the Sheet
Export the Sheet

Step 5. Choose 3 Blogs

The 3 blogs have an average ranking of over 10. And at the same time, their traffic has had a downward trend over the past 3 months.

Alt: Blog Performance

Step 6. Confirm the Keywords with the Largest Impressions But Low Rank

Confirm Keywords

Step 7. Investigate the User Search Intent

I input the keywords into Google Search to find the search intent. And then, I discover Google prefer to show:

  • Online Video Compressor Tool
  • Free Video Compressor Tool
  • Mobile App from Google Play
  • Best Video Compressor List
Online Tools
Online Tools
Google Play Mobile App
Google Play Mobile App
Top List
Top List

Well, we don’t provide an online video compressor tool.

So the only way to rank better is to write “Best Video Compressor List”. Then I begin to do a content audit.

Step 8. Audit Content

I carefully check the content and publish date. And find out that the content has been published for over one year. And one of the solutions has been delisted. Then I rewrite the content structure: updating solutions, adding steps, and people also want to know.

Content Audit
Content Audit

Step 9. Rewrite and Update the Content

On May 6th, I updated the content with great hope that the average rank will jump to the 1st page.

And the next part reveals the final failure.

Part 3. After Launching the Rewritten Articles

On May 17th, 10 days have passed since I updated the 3 articles.

According to GA, the organic traffic searches go down 17% in the period from May 6 to May 16th. Though the bounce rate and pages per session metrics improved.

Google Data
Google Data

Oh my goodness! There must be something going wrong.

I go to Google Search Console and find a drop in average ranking and clicks. After analysis, I found that the average position for the landing page drops from 10.7 to 11.5. It is because the ranking and impressions of the short keyword “video compressor” decrease dramatically.

Google Search Console Data
Google Search Console Data

All the 3 testing blogs show a similar downturn.

I further checked the Google cache, it shows that Google updated the indexed pages on May 15th.

Part 4. My Summaries

1. Wait 1 month to further check the final performance.

2. In fact, landing pages rank on the second page of Google. It means that they have relevant keywords ranked on the first page. Maybe the landing pages are at the end of the first Google result page.

3. If the page can well solve customers’ problems. In the first place, it is useful content. What readers need more now are brief expressions, clear solutions, attractive formats, good images, and matching videos.

4. Rewriting the content entirely may not improve the ranking. Content freshness is just a small part of Google’s algorithm.

5. Instead of rewriting the whole piece, check the gap between competitors and yourself. And figuring out methods to catch up is a long and tough path.

6. Consider both on-page and off-page factors.

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