The content optimisation service is about improving existing content so it performs better — for users and search — based on existing insight and agreed priorities. It focuses on making better use of what already exists rather than producing completely new content.
This service is designed to follow an SEO Review, ongoing SEO reporting, or a content planning project, where priorities have already been identified. Content optimisation focuses on implementing those recommendations carefully and methodically.
What’s included
This service typically includes:
- implementation of agreed content optimisation recommendations
- refinement, restructuring, or tightening of existing content based on defined priorities
- targeted rewrites to specific sections where changes have already been justified
- improved alignment between content, intent, and internal structure
- documentation outlining what was changed and why, for tracking and continuity
All work is carried out within the scope and priorities established by prior analysis or planning.
How the content optimisation service works
Evidence-led, not ad hoc
Optimisation decisions are guided by:
- SEO reporting and performance data
- the strategic purpose of your content
- clarity, relevance, and user experience
This avoids “SEO tweaks for the sake of it”.
Targeted, not disruptive
Optimisation may include:
- restructuring content
- sharpening focus and intent
- improving headings and internal alignment
- removing dilution or overlap
The aim is improvement, not wholesale rewriting unless justified.
What you receive
Depending on context, you may receive:
- implementation of agreed improvements to content structure and onsite alignment
- execution of prioritised optimisation actions for specific content
- rewritten or refined content sections
- recommendations for creating new content where gaps are identified
The deliverables for this service are determined by individual circumstances and what is agreed beforehand.
NOTE: I can make direct changes to websites built on standard platforms, like WordPress. But if your website is more complex or built on a custom platform, I may need to work with a web developer to imlement changes. We can discuss this during the service briefing.
What this service does not include
To avoid confusion, this service does not automatically include:
- analysis of your existing SEO performance
- keyword research
- creation of entirely new pages
- guarantees of ranking improvements
Why clients choose content optimisation
Clients typically choose this service because they want to:
- improve results without increasing content volume
- act on insights from SEO reporting
- extend the life and value of existing content
- make steady, low-risk improvements over time
It is particularly effective when paired with monthly SEO reporting, where optimisation priorities can be reviewed and adjusted continuously.
Typical next steps
Once content optimisation is complete, next steps often include:
- monitoring performance changes through ongoing SEO reporting
- further optimisation cycles as new data becomes available
- targeted content creation to address gaps identified earlier in the strategy or planning phase
- broader alignment work across related pages to reinforce consistency and intent
Optimisation is most effective when treated as an iterative process rather than a one-off exercise.
Frequently asked questions
What’s the difference between the content optimisation service and content creation?
Content optimisation focuses on improving existing content so it performs better. My content creation service focuses on producing new content or managing the writing process. Optimisation is often the most efficient next step once performance data is available.
Do I need an SEO audit before content optimisation?
This service assumes that priorities have already been identified through an SEO Review, SEO reporting, or a content planning exercise — either carried out by me, internally, or through a third party. Without reliable data or clear priorities, content changes risk being ad hoc and ineffective.
Will you rewrite content or just make recommendations?
That depends on what has already been agreed during the preceding review or planning phase. Content optimisation may involve me rewriting specific content or making targeted improvements to sections or headings. But it could be a case of providing written recommendations for your team to implement. The approach is agreed on before work starts.
Can content optimisation work without keyword research?
Keyword research is not a prerequisite for this service. But we need some data to inform the process. In many cases, optimisation can be guided by existing rankings and performance data. We can also look at how well aligned your content is with strategic intent, and we can take into account user experience considerations and user journeys. But wherever possible, data is the best source for making good decisions.
How is success measured?
Success depends on the role of the content and available data. It may include improved search visibility, increased click-throughs from search results pages, better engagement or time on page, or simply better user experience informed through qualitative research. However we decide to measure, it’s important to remember that improvements are rarely immediate and should be monitored over time.
Let’s talk
If you think you need some help with SEO or website content, but you’re not sure how to get started, the best option is usually a simple conversation.
Contact me to arrange a no-obligation call, and we can discuss where you are right now, where you want to get to, and how I might help along the way.