How Pipedrive Increased Organic Sign-Ups by 33% with BOFU Content

5. Create a content material refresh course of

Content material refreshes are a big a part of Pipedrive’s search engine optimization technique.

There are various methods to optimize content material, however right here’s the method we’ve discovered most impactful at Grizzle:

Use data-driven instruments to enhance relevancy and inject vital themes

I depend on instruments like Moz and Clearscope to point out which themes Google prioritizes for particular matters. This helps me perceive what’s lacking and what updates are essential to maintain the content material related.

For instance, when refreshing a 2017 gross sales instruments listicle, the info may present that search intent shifted to AI gross sales instruments—one thing irrelevant again then. I’d weave in a brand new part and replace the remainder of the content material to suit the present panorama.

Enhance content material high quality and worth whereas fulfilling data achieve

Not all content material wants the identical degree of consideration, so I exploit this method to prioritize:

Editorial: Minor tweaks like fixing typos, including hyperlinks, or enhancing readability.

Updates: Substantial adjustments corresponding to including sections, updating stats, and optimizing for brand spanking new key phrases.

Rewrites: Overhauling the content material utterly to align with search engine optimization finest practices.

Observe and measure the affect of my optimization efforts

After each refresh, I make certain to trace efficiency:

• Site visitors and engagement: I monitor web page views, bounce charges, and session length.

• Key phrase rankings: I test if the rankings for goal key phrases improved.

• Conversion charges: I consider if the refreshed content material drives extra conversions, like sign-ups or downloads.