How a Michigan non-profit used strategic content optimization to boost page one performance by 200%

If you’re a business with a small marketing budget, it may feel like you can’t afford to invest in SEO services. Don’t write off this powerful method of lead generation! In reality, SEO can be scaled to fit organizations of all sizes—you just need to prioritize. 

There are many SEO tasks that are less resource-intensive but still produce excellent return for your efforts. If you have a small budget and want to try SEO, you’ll get the biggest bang for your buck when you re-optimize your existing content. Here’s a quick look at why:

Why content optimization works

Content optimization is a comparatively easy way to boost your existing content to rank on the first page of search results. Unlike creating content from scratch, which takes a significant amount of effort in ideation and copywriting, content re-optimization uses competitive research, content expansion, and on-page SEO improvements to build on what you already have. This saves you significant time compared to the process of researching and drafting new content. This approach to optimization gives you the ability to leverage the benefits of strategic content marketing and SEO best practices with minimal use of company resources. Even an hour or two of effort can be enough to help a newly-optimized blog post rank higher and drive more traffic to your website.

Content optimization in action

We worked with Gift of Life Michigan to optimize their existing website content and, as a result, tripled their page one rankings. A good deal of their content already ranked on the second or third page of search results, which made content optimization the most cost-effective approach for the nonprofit. First, we analyzed content that was outranking Gift of Life Michigan to identify how theirs could be improved. We then strategically optimized and expanded their highest-potential pages to better align with search intent. In the end, Gift of Life Michigan was able to boost its page one performance by 200%, with nearly a third of those pages ranking in the top 3 spots.

Easy wins with strategic content optimization

Content optimization is something we whole-heartedly recommend to nearly every SEO client we work with. If you’re interested, you can start with our in-depth how-to on reoptimizing old blog posts. Or contact us directly for more information on our unique SEO pocess that includes optimizing your existing website content.