Search engines prioritize pages that provide superior answers to specific search keywords, and by adhering to several cautionary notes during rewriting, it’s possible to improve your page’s search ranking through rewriting. SEO writing includes not just the posting of new articles but also the rewriting of existing ones.

This article will guide you on how to identify articles that need rewriting, how to prioritize them, and the flow of rewriting. By the end of this article, you should understand the importance of rewriting in SEO strategies and the correct methods for rewriting, so Please read through to the end.

What is Article Rewriting?

Article rewriting is often undertaken with the aim of enhancing a page’s SEO effectiveness. By updating the content of a page to something more current or adjusting it as needed, you can create content that meets user evolving needs.

Search engines use algorithms to preferentially rank pages that provide excellent responses to specific search keywords. This aligns with one of Google’s ten truths: ” Focus on the user, and all else will follow ,” suggesting that content prioritizing user convenience benefits both the search engine and the user.

Therefore, rewriting an article isn’t just about updating the content; it’s crucial to adjust the content to be more user-friendly. When rewriting an article, consider whether the page’s planning and structure are user-first and if there’s a clearer way to present the information.

Why Should You Rewrite Articles?

While the primary reason for article rewriting is often “to enhance page SEO effects,” it’s crucial to understand that improving search ranking shouldn’t be the sole objective.

Google continuously updates its algorithm to prioritize user convenience, and focusing solely on manipulating the algorithm can detract from the primary goal of attracting users.

Article rewriting should primarily aim to improve user convenience. Remember this key point.

To Update to the Latest Information

Rewriting articles should be performed to keep page content up to date. By ensuring content is current, “users seeking the latest information” can complete their search activities.

While company and personal websites often aim to improve site navigability and conversion rates, deliberately compromising access to certain information, thereby increasing the search cost, goes against Google’s user-first philosophy. If the article to be rewritten primarily provides “freshness,” consider user completion of search activities as one goal of rewriting.

To Improve Article Quality 

Article rewriting should update page content to the latest status and also enhance user convenience.

Depending on the page being rewritten, elements other than “content updating” may hiddenly enhance user convenience. For instance, adding “topics” could aid user understanding for certain search keywords.

To Enhance SEO Effect 

By updating page content through article rewriting and assisting user understanding with topic addition, Google’s search engine may consider it as “quality content.” If the page is considered quality content for users, it’s more likely to rank higher for targeted keywords.

However, the challenge with content SEO (using article content for SEO) is that what site operators consider user-first content and what search engines evaluate as user-first content do not always align. Content ranked high in SERPs (search result pages) prioritizes user convenience, but what content will rank high is unknown until SERPs are checked. Thus, article rewriting requires “repeated modification and verification.”

The Reason Article Rewriting Enhances SEO Effect 

Article rewriting can enhance SEO effect for two reasons

-Tuning topics within the article to meet user needs for targeted keywords. 

-Enhancing Google’s “EAT” page quality evaluation. 

Even with simple updates for “freshness” or adding topics to help user understanding, page SEO effect can be enhanced. However, for a more strategic approach to content SEO, understanding the following aspects is beneficial.

To tune the topics within the article to the user needs of the targeted keywords

It is rare for a single article rewrite to achieve top ranking for the desired keywords. In many cases, it will take two or three rewrites to reach this goal.

Those who have already uploaded article content to the web and have used tools like Google Search Console for rank tracking might be familiar with the low likelihood of achieving top rankings for their initially targeted keywords right away.

More often than not, it involves discovering the keywords for which your page is already ranking highly through tools such as Google Search Console and then rewriting the content to further improve the ranking for those specific keywords.

Thus, the process of achieving high rankings for company pages in content SEO mainly involves the following three steps

• Creating articles with optimal content for targeted keywords to achieve high rankings
• Discovering pages that are being evaluated for different keywords than initially intended. 
• Adjusting page content to align with keywords already receiving positive evaluation. 

For those seeking results from article rewriting, it’s more effective to focus on keywords already receiving evaluation rather than sticking to initially targeted keywords.

Enhancing Google’s “EAT” for page quality evaluation

Article rewriting aims to improve user convenience, which also means enhancing “EEAT” used by Google to evaluate page quality. This is why article rewriting can increase SEO effect.

Google frequently mentions “EEAT”(Experience, Expertise, Authoritativeness, Trustworthiness) as a factor in page quality evaluation in its Search Quality Evaluator Guidelines .

For example, such as medical terms or academic terminology, Google is seeking publications from “experts” on matters that are not widely known among the general public. This is because the reliability of certain information is believed to be guaranteed through dissemination by experts, making it a crucial piece of primary information that supports the credibility of the information.

The concept of EEAT is applicable to both corporate and individual articles. It suggests that comprehensively covering information related to a certain keyword and enhancing readability through the use of images and videos can ultimately lead to improved page SEO effects.

Priority of articles for rewriting 

As mentioned earlier, achieving results through article rewriting is easier by adjusting (tuning) the content to keywords that are already evaluated rather than focusing on keywords you wish to rank higher for.

The fact that a keyword is already evaluated implies a higher likelihood of improving search rankings with fewer interventions, thus making it a higher priority for optimization strategies.

For articles ranking on the first or second page 

Tools like Google Search Console allow you to identify pages of your website that have achieved top rankings for specific keywords.

If you find articles ranking around the 5th to 20th position, these are the articles that should be prioritized for rewriting.

Ranking on the first or second page indicates a high likelihood that Google recognizes the content as matching user needs, suggesting that with minimal effort, it’s possible to further improve search rankings, thus making it a high priority for optimization.

Articles Likely to Improve in Ranking with Topic Addition and Content Expansion

Articles that can expect a ranking improvement with the addition of topics or expansion of the text are often found on the second to third pages of search results (11th to 30th positions). These articles partially meet the user needs for specific keywords but may lack certain information.

If you find your page ranking on the second to third pages, it’s beneficial to compare it with the content ranked on the first page to identify any differences.

When checking for differences, focus on “headings” and “the volume of the text.” Check if there are any missing topics or if the explanations are less comprehensive compared to articles ranking on the first page.

Articles with High CTR 

In terms of prioritizing rewriting for the purpose of improving search rankings, high CTR (Click-Through Rate) articles are not as high a priority compared to the previously mentioned categories.

This is because articles with high CTR do not necessarily predict an increase in search rankings through rewriting, especially if they rank on the third page or beyond, it’s likely that such articles deviate from the user needs Google associates with specific keywords.

However, articles that have a “high CTR but low search ranking” possess the unique characteristic of achieving high click-through rates despite their low ranking.

This phenomenon could occur if there’s a discrepancy between user needs linked to specific keywords by Google and the actual needs of search users, suggesting that with the right approach to rewriting, there could be potential for ranking improvement.

If you find an article with “high CTR but low search ranking,” it’s crucial to consider if there’s potential for ranking higher with related keywords. Adjusting the content and continuous monitoring may provide an opportunity to achieve higher rankings.

Finding Articles to Rewrite 

While criteria for choosing articles to rewrite vary by company or individual, if the intent is to improve search rankings through rewriting, the primary factor to check is “current search ranking.”

The higher the current ranking, the more likely you can expect results with minimal effort. Current search rankings can be efficiently monitored using rank tracking tools or Google Search Console.

Utilizing Rank Tracking Tools 

Rank tracking tools, as the name suggests, are tools for monitoring the search ranking of pages. Notable tools include GRC offered by SEO Tool Lab, which allows continuous monitoring of desired page URLs for their ranking.

Additionally, many rank tracking tools feature the capability to display a list of keywords for which a page ranks high, enabling efficient identification of articles that rank high on your website.

Utilizing Google Search Console 

Google Search Console’s “Search Performance” section can help you find articles on your website that achieve top rankings.

By default, the site-wide search performance is displayed, so you’ll need to select a specific page and then choose “Queries” (search keywords) to understand for which keywords a particular page is being evaluated.

Key Points for Rewriting to Enhance SEO Effectiveness

Many media operators are concerned about what to pay attention to in order to maximize the effect of SEO. To receive a high evaluation from Google, it is necessary to focus on the following points:

-Be mindful of E-E-A-T

-Enhance uniqueness and comprehensiveness

-Implement internal links

Being Mindful of E-E-A-T

E-E-A-T is a term created by Google that stands for the initial letters of three criteria for evaluating websites. Content that meets these criteria tends to be highly rated by Google:

-Experience

-Expertise

-Authoritativeness

-Trustworthiness

Experience refers to the real-life experiences and expertise the author or creator has on the topic. Articles accompanied by experience are valued for their uniqueness and the beneficial information they provide to users.

Expertise is a measure of whether the topic is being addressed with specialized information. Enhancing the content of an article or having it written by someone with specialized knowledge in that genre can increase its evaluation.

Authoritativeness is the metric by which a medium is trusted by readers to publish correct information.

Gaining backlinks from external sites and disclosing information about the authors can enhance authoritativeness. Additionally, a track record of long-term media operation also relates to authoritativeness.

Lastly, trustworthiness is about whether readers believe the content of the article. This metric is somewhat similar to authoritativeness.

For instance, the trustworthiness of information from an anonymous blog differs from that released by official institutions, highlighting the need for media to ensure the information about authors and media operators is detailed to build trust with users.

For more details on E-E-A-T, it is advisable to check Google’s “Search Quality Evaluator Guidelines.”

To enhance uniqueness and comprehensiveness 

To elevate your ranking in Google, it’s crucial to increase the uniqueness and comprehensiveness of your content.

Google may penalize your content if it deems it too similar to competitor’s content. While researching competitors’ content is a vital step in rewriting, care must be taken to ensure your content remains distinct.

Furthermore, it’s essential to innovate ways to express the uniqueness of your media. Consider compiling information from a unique perspective not covered by competitors or increasing the frequency of updates to ensure the presentation of the latest information.

Also, enhancing the comprehensiveness of your articles is a critical point. Researching competitor content and incorporating any missing information in your media during a rewrite is recommended.

Installing internal links 

When rewriting, it’s advisable to include internal links to related articles. This can make it easier for users to navigate your site and enable Google’s crawler to survey your site more smoothly, potentially boosting your rating.

Even if internal links were already placed when the article was initially created, the relevance of articles within your media might change over time. Reevaluate internal links when you’re rewriting.

The flow of rewriting articles 

Typically, article rewriting follows the process outlined below. Refer to the previously mentioned “Prioritizing articles for rewriting” while optionally skipping unnecessary steps.

-Selecting articles for rewriting (deciding the KWs for tuning) 

-Researching needs 

-Researching competitor pages 

-Determining direction and actually rewriting 

-Creating titles and headings 

-Writing the main content 

Let’s explain each task.

Selecting articles for rewriting (deciding the KWs for tuning) 

First, use tools like rank tracking tools or Google Search Console to identify articles that need rewriting. Often, there are more than two target articles, so prioritize accordingly. Once you’ve selected an article for rewriting, also decide on the KWs to tune.

Among the evaluated KWs, there may be middle or big keywords with a large search volume.

In such cases, tuning the content to target mid to big keywords with potential for top 10 rankings could have a more significant impact than focusing on small keywords (keywords with low search volume).

Researching needs 

Once you’ve determined the article and KWs for tuning, conduct research on the needs related to those KWs. Start by checking actual SERPs to succinctly understand what user needs exist.

A key point to ascertain is what constitutes the main topic for the tuning KW, essentially what users want to know the most.

Google crafts SERPs reflecting various user needs for most KWs, but there exists a core topic for each KW. Identify what core topic serves as the nucleus for the KW you aim to rank higher.

Researching competitor pages 

After identifying the core topic for your target KW, research the structure and content of competitor pages. Use SEO tools like Rakko Keyword to visualize the structure of headings for pages ranking high for your target KW.

Check for differences between your page and those ranking higher at the “heading level.” If there are topics present in top-ranking pages but missing from your own, consider adding them.

Additionally, scrolling through top-ranking pages is crucial. By doing so, you can inspect non-textual content like images or videos incorporated within the pages.

If you find content that enhances user convenience or aids in user understanding, consider reflecting this in your page’s rewrite.

Determining direction and actually rewriting 

Once you’ve selected an article, researched user needs, and competitor content, decide on the direction for the rewrite. Based on your analysis, decide whether to overhaul the structure and rewrite the text entirely, make partial modifications or additions, or only change the title and description.

Then, proceed with the actual rewriting.

Creating titles and headings 

The research on competitor pages will inform you of necessary titles, topics, and headings to add. Be cautious not to bias your additions. Preconceptions about a KW might lead you to dismiss topics that should be included.

When rewriting articles to improve search ranking, ensure not to conflate your ideas with user needs.

Writing the main content 

After adjusting titles and headings, proceed to write the body of the text. For enhancing readability, consider using the PREP method.

This writing technique follows the sequence of Point (Conclusion), Reason, Example, and Point (Conclusion) again, aiming to facilitate user understanding by presenting the conclusion first.

Additionally, creating visuals like diagrams to explain complex mechanisms, processes, or relationships is crucial.

Writers should strive to enhance readability and consider ways to facilitate understanding from the user’s perspective.

Verifying effects 

After completing the rewrite, verifying its effectiveness is crucial. Use Google Search Console to check trends in search ranking and CTR post-rewrite.

The time it takes for the effects of a rewrite to manifest varies by article, but checking the impact after a month is advisable. Compare data from the month before and after the rewrite. If no improvements are seen or if rankings have dropped, consider rewriting again.

Prioritize continuous rewriting for articles targeting keywords with high search volume or holding significant positions within your media.

Points to Consider for Effective Article Rewriting

While the flow and key points of article rewriting have been introduced so far, there are other important considerations to be aware of in order to achieve results and work efficiently. The following are critical:

-Do not rewrite articles that already rank high in search results.

-Ensure ample time is allocated for the rewriting process.

-Create new articles with the anticipation of future rewriting.

Do Not Rewrite Articles That Already Rank High

Articles that have already secured a top position on Google should not be rewritten. This applies not only to articles ranked first but also to those ranked between second and ninth places.

If an article is ranked between second and ninth, there may be issues other than the content itself, such as slow loading times, insufficient backlinks, or lack of information related to E-A-T, even if the article has uniqueness and comprehensiveness.

Therefore, before considering rewriting an article ranked between second and ninth, explore other measures to improve its ranking.

Allocate Sufficient Time for Rewriting

Generally, rewriting is more challenging than creating new articles, necessitating the need for ample time allocation.

The process of researching user needs and studying competitive content is the same for both new articles and rewrites. However, with new articles, the potential for ranking improvement is uncertain until published.

Even high-quality articles may not indicate how well your web media will compete for specific keywords until they are live.

In the case of rewriting, it is necessary to finalize the content with the assurance that it will likely improve in ranking, taking into account the access data from the time of publication to the present. Rewriting is more challenging than creating new articles, so please ensure to schedule with ample time.

Create New Articles with the Intention of Rewriting

Please assume the need for rewriting new articles right from the stage of creation.

Even for those with abundant experience and high skills, it is difficult to create a perfect article from the start, and there might be a realization of the need for rewriting after publication.

Therefore, it is effective to create new articles with a score of 60 to 70, keeping in mind the necessity of rewriting. After publishing an article with such a preliminary score, evaluate Google’s response, then identify and address areas for improvement through rewriting.

If the search ranking improves as a result of the rewrite, it indicates that the added or modified sections have been positively evaluated, which can provide valuable insights for rewriting other articles.

Summary

This article has explained the importance of rewriting for SEO strategies and the process involved. Keeping articles up to date is crucial for SEO. Moreover, to achieve higher search rankings through rewriting, continuous effect verification is necessary. Formulate hypotheses, perform rewrites, and monitor whether targeted KWs improve in ranking. Our company provides comprehensive support ranging from the formulation to the execution of SEO strategies. If your company lacks resources for SEO strategies, feel free to contact us for comprehensive support from strategy formulation to implementation.

Author Profile

Mr. Takeshi Amano, CEO of Admano Co., Ltd.

Mr. Takeshi Amano is a graduate of the Faculty of Law at Nihon University. With 12 years of experience working in the advertising agency industry, he discovered SEO and began his research during the early days of SEO. He self-taught and conducted experiments and verifications on over 100 websites. Using this expertise, he founded Admano Co., Ltd., which is currently in its 11th year of operation. Mr. Amano handles sales, SEO consulting, web analytics (holding the Google Analytics Individual Qualification certification), coding, and website development. The company has successfully managed SEO strategies for over 2000 websites to date.

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