Content Optimisation
Make the content you already have rank better.
Content refreshes, gap fills, topic cluster building, internal re-linking, E-E-A-T upgrades, pruning dead weight. The optimisation layer that moves pages stuck on page 2 onto page 1 — without writing a thousand new articles.
Topic cluster health
Local SEO hub
7 articles
Local SEO
HUB
Google Business
78
Citations guide
92
Review strategy
45
Map pack ranking
85
Local citations
68
NAP consistency
34
Cluster score
42
Weak links
2
Interlinks
18
Six moves we make on existing content
Optimisation is usually editing, not rewriting.
Refresh
Update dates, outdated stats, broken examples. Google rewards recency signals on topics where freshness matters.
Intent realignment
Page ranks on page 2 because it's not quite the right format for the query. Adjust structure to match what's ranking.
Gap fill
Find subtopics competitors cover that you don't. Add them as new sections — not whole new articles.
Re-link
Strengthen internal links into the page. Pass authority from high-traffic pages to the one you want to rank.
Tighten
Remove padding, improve scanability, get faster to the answer. Helps both users and Google's helpful content signals.
Prune
Delete or consolidate genuine dead weight — thin pages, outdated content with no traffic. Less can literally be more.
A typical refresh cycle
From "stuck on page 2" to "top 3" in 90 days.
One page, one cycle. Here's what it looks like.
0
Day 0
Audit
Current rank, traffic, SERP comp analysis, gap diagnosis
3
Day 3
Plan
Brief with specific edits — new sections, rewrites, links
10
Day 10
Ship
Edits deployed to CMS, date updated, URL maintained
30
Day 30
Check
Traffic delta, rank movement, new SERP features captured
90
Day 90
Measure
Full impact report, decide: next refresh, or promote
How we score content health
Not one number — five signals combined.
We don't rely on a single third-party "SEO score". We combine first-party data from your site with SERP context to decide where optimisation effort actually pays off.
Traffic trajectory
25%
Is this page growing, flat, or dying? Dying pages need triage, flat pages need refresh.
Rank position vs ceiling
25%
Pages in positions 5–15 have the best lift potential. Top 3 rarely move much; page 3+ often lacks fundamentals.
SERP feature capture
15%
Are you in featured snippets, PAA, AI Overviews? Missing features = visible traffic leak.
Internal link authority
15%
How much link equity flows to this page from your own site? Often the cheapest lever.
Content depth vs competitors
20%
Word count comparison to top 10, but also entity coverage, freshness, media richness.
What clients typically see
Grounded numbers, not hype.
30–60%
traffic lift per optimised page within 90 days, for pages in positions 5–15
2–3×
ROI vs writing new content, when the existing library is optimisable
~20%
of legacy content we typically recommend pruning or consolidating
Frequently asked
Content optimisation questions.
Effort × impact ratio. We look at pages in positions 5–15 (easiest wins), pages with declining traffic on important topics (triage), and pages that form the hub of a topic cluster (multiplier effect). Typically the top 20% of your content drives 80% of opportunity.
Related services
Works alongside
Let's find your optimisation wins.
Share Search Console access and we'll come back with your top 20 optimisation opportunities ranked by lift potential — free, no-commitment.