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A Content Audit Unlocks the Keys to Rank Number One on Google

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A Content Audit Unlocks the Keys to Rank Number One on Google

Karina Tama - Rutigliano
A Content Audit Unlocks the Keys to Rank Number One on Google

Have you ever tried one of those letter search grids that has an “M” in every row and column, and you have to find the one “N” somewhere among the “M”s?  You look and look, but all the letters look exactly the same. Once you find the “N” once, it’s ultra-easy to find it again.

That is exactly the problem I encountered when I worked with one of my B2B clients that offer metal stamping services. Would you believe that the words “metal stamping” get lots of hits locally and nationally?

My dilemma was how to come up with a way to get “metal stamping” to rank in the top results for the main service he offers. If I were to be successful in this, in addition to increasing the keyword ranking and traffic, my results would increase his brand and authority for metal stamping.

In starting this project, I decided to focus on creating a pillar page that would target the keywords “metal stamping.” My initial keyword research looked like this:

Competitive keyword

Yikes! I realized that metal stamping, as an exact match, is very competitive.

What to do Next?

I decided to go for a long-tail keyword user-intent or question keyword. After thinking about it, I thought my best bet was to find a question that my client could answer well as a business owner expert to leverage leads.

Here’s What I Found:

Keyword Magic Tool

Most of the question queries that contain “metal stamping” have high competition. I decided on a simple question with an easy-win keyword:

“What is metal stamping?” 

My Analysis:

The keywords scored 0.25 for competition, which is low. I wasn’t as concerned about the low volume because my client has a niche service. In the B2B manufacturing industry, the search volume typically runs low. My main goal was to get the top result for this topic using content only and no backlinks.

My Process:

1.Understand the Topic

I dedicated some time to learn more about metal stamping; this entailed doing some online research and discovering some related pages. My intent was to learn more about the competition and see if I could detect their weaknesses. Discovering weak content in the competitor pages was the key to outlining better content than what was already existing online.

Based on my online research, I knew what I needed to add to my page to compete. So, I created a draft outline with the sections I wanted to add such as:

  • Introduction—What is metal stamping—the basics
  • Types of metal stamping
  • Metal stamping tools
  • Industries—custom metal stamping

2. Review Your Work with a Critical Eye

I decided to explore my client’s site with a fresh eye. I wanted to view the site as a user—someone who was interested in the topic of metal stamping. I discovered that I had some related pages that I could use, but I wasn’t ready to stop there. (I love to play the user game—you know, as SEOs, we tend to look at things differently!)

3. Use Tools to Take a Deeper Dive

I crawled the website using SEMrush-Projects-Audit. I found that I already have a page related to metal stamping, and it contained weak content.

Taking Action:

I used the existing page that I found in the audit and revamped it by adding videos and better content. This page went from 400 words to over 1600 words. Here’s where the magic begins! I used the existing content to rank my client's main service "keyword" number one on Google.

Using the content audit and searching for pages that were relevant to my sections, I was able to use the topic cluster approach. The cluster pages would improve the results of the pillar page. Old pages that Google had already crawled would give SEO weight and a solid boost to my newly revamped page.

I also found 10 good links and provided them to the writer. I asked her to add some sentences to the content that would mesh naturally within the existing content.

I also added the case study page to reinforce the authority of my client’s company within the industry.  

Just to clarify—I found many more links, but I opted not to use them because it doesn’t make sense to insert internal links that don’t provide value. For the length of my article, 10 links were enough to get the results I was looking for…and they did it!

What About Anchor Text?

I don’t follow any rules here. Diversification is the name of the game. I used a variety of anchor text for my internal links such as:

Metal stamping/High Volume Production Metal Stamping

Fourslide Metal Stamping/Fourslide Metal stamping

Grinding/Stamped Metal

The Results:

Ta-Da! Today, the page is in position 1 for the keyword:

"What is Metal Stamping"

rankings

This is also the page that gets more traffic and generates leads.

Also, Position #1 for:

  • Metal Stamping Manufacturing Process
  • Metal Stamping Process Flow

A Content Audit Unlocks the Keys to Rank Number One on Google. Image 3

My client also acquired many more keywords on page #1:

A Content Audit Unlocks the Keys to Rank Number One on Google. Image 4

63 keywords that include "metal stamping":

A Content Audit Unlocks the Keys to Rank Number One on Google. Image 5

This revamped page now ranks for 503 keywords.

A Content Audit Unlocks the Keys to Rank Number One on Google. Image 6

The main keyword phrase on this page is “what is metal stamping”:

Googlee Answer Box Keyword

By ranking this page in position 1, my client has reached the search volume of the main keyword almost 10 times more than before! Essentially, 64% of his overall traffic originates from this one page.

The traffic from this page yields over 900+ visits per month. I earned position one on Google within a week of publishing the page in 2018, and the traffic has only grown even larger since then.

SEO Improvements

My Conclusion:

I highly recommend using this strategy because it’s more effective than creating more content and allowing it to compete with existing content. It’s like finding that elusive “N” in a sea of “M”s.

Simply revamp an old page by adding content and leverage internal links with existing content. Shoot for easy-win keywords to earn sexy top rankings, and then rest easy as Google rewards you with even more related keywords that will set you on a course for improved traffic.

A content audit is a great ally for this process. Take your time, work with passion, and enjoy the win!

Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Karina Tama – Rutigliano is a Digital Marketing Consultant that focuses in SEO. She is also Director of Rutigliano Marketing, a digital marketing agency that helps business to improve their presence online and generate leads. Karina shares her expertise on Forbes, Search Engine Watch and in other popular publications. She also has a YouTube channel in Spanish.
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Newcomer

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This is a great article. I will use the tips in my project. Thanks a lot for creating this amazing content!
Newcomer

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this is awsome oh you did a great job
Newcomer

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Love this, so insightful...
I will try to apply this strategy in several articles..
thx
Karina Tama - Rutigliano
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Asks great questions and provides brilliant answers.

Babang
Do it and please let me know how it goes!
Newcomer

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Hi Karina,

Such a great article on content audit. Creating pillar pages and moving ahead for easy-win KWs is the best practice one can start with.

Explaining the content in such a way also help in Google Featured Snippets.

Keep writing :)
Newcomer

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Great insight and tips! Thanks for sharing in this useful article. Excited to read more from you!
Karina Tama - Rutigliano
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Camila M.
Thank you. There is more coming!
Newcomer

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Nice and detailed article. Thank you so much for such a beauty.
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Adhyansh
You are welcome. I really enjoy sharing my expertise with the community.
Enthusiast

Occasionally takes part in conversations.

Nicely done! Karina. But this Keyword has not high Keyword Difficulty and Competition ,it has only 62.6% in 100% . I thinks on this Keyword has not more Difficulty to rank in Search engine.
But this strategy good to rank in search engine. Great ✌
Newcomer

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Detailed & Nicely explained. Karina, you are fabulous in they way you write and explains. I would definitely love to read more from you.
Iosif Alexandru
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Nicely done! 503 new ranking keywords ...i think the guy trew a party after this :D
Updating the content is always good, this helps crawlers get back more often.
Here in Romania we use a similar technique displaying last blog articles in eCom homepage which usually ranks for 2/3 big keywords.
This helps updating the meta data and by updating the info you are more useful for visitors. This can trigger sharing and more visits which in the end helps ranking.

Good job. I can't wait to see what topic you will tackle next time!
Anton Shulke
SEMrush

SEMrush employee.

Would "metal stamping meaning/definition" works?
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Anton Shulke
Wikipedia has the Google Answer Box for that keyword" metal stamping meaning". Then, It will work for voice search. My client has position 1.
Hamza Hashim
Pro

Asks great questions and provides brilliant answers.

Hi Karina,
According to Google the last update, Google will prefer the freshest update to its users. You have updated the content with proper On-Page SEO optimization. That's the reason your keyword will rank on Google. By the way thanks for sharing this information.
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Hamza Hashim
Exactly, I love to reuse existing content to boost SEO.
Jason Barnard
columnist

SEMrush columnists are authors who had proved their expertise in digital marketing and contribute regularly to our community.

columnist
Love the way you tell the process as a story. Very balanced, smart and sensible approach that has a VERY impressive conclusion.
Kudos Karina :)
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Jason Barnard
Thanks, Jason!
Mike Belham
Enthusiast

Occasionally takes part in conversations.

Thanks for your article Karina, using your tips I have identified some extensions to keywords I already rank in lower positions for but with lower competition for key phrases including the original keyword, so lets see if I get good results.
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Mike Belham
If you follow the steps you will improve your SEO. Please let me know how it goes.
Mike Belham
Enthusiast

Occasionally takes part in conversations.

Karina Tama - Rutigliano
Will do 😀
Mike Belham
Enthusiast

Occasionally takes part in conversations.

Mike Belham
Well, its been a choppy week with my serps, I started updating my keywords on 2 or 3 pages and then left the alone. Initially they jumped up from below position 60 to within the top 10, then crashed back down.

Now the cycle is repeating itself.

I don't want to change anything until results settle down. Back in the 90's when I worked in corporate IT we had a very strict change control process and a backout plan for all changes. I wonder if Google's search engineers do?
Craig Campbell
Helper

An experienced member who is always happy to help.

Always good to hear more from people who understand content and the process that it goes through to making good content. Good work Karina excellent article :D
Karina Tama - Rutigliano
Pro

Asks great questions and provides brilliant answers.

Craig Campbell
Thanks, Craig.

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