Updating Old Content Using Google Search Console Keywords for Content Ideas. A Script That Will Provide a Gap in Your Content

In the fast-paced world of digital marketing, keeping your website’s content up-to-date is essential for maintaining strong search engine rankings. While creating new content is important, many website owners overlook the value of refreshing and updating existing pages. One of the leading figures in SEO, Brian Dean, has long championed the strategy of creating evergreen content—high-quality, timeless pieces that continue to attract traffic over time. His approach doesn’t stop at just creating content; he emphasizes the importance of regularly updating and optimizing it to ensure it remains comprehensive and relevant.

Following Brian Dean’s example, this guide will walk you through a step-by-step process to effectively update your old content, helping you unlock its full potential and achieve better search engine performance. By revisiting and refreshing your existing pages, you can breathe new life into your SEO strategy, enhance visibility, and drive more traffic to your site.

1. Identifying Keywords Ranking for Your Content

The first step in refreshing your old content is to identify the keywords that are already driving traffic to the specific page you want to update. These keywords provide valuable insights into what your audience is searching for and how search engines perceive your content.
Tool Recommendation: The best source for gathering these keywords is Google Search Console. By accessing the Performance report, you can easily see which queries are leading users to your page, allowing you to focus on the most relevant keywords for your content update.

2. Analyzing the Existing Content

With your list of ranking keywords in hand, the next step is to take a closer look at the existing text on the page. This involves a thorough review to understand how well the content serves the identified keywords and where there might be gaps or opportunities for improvement. Pay attention to the structure, readability, and overall value the content provides to the reader.

3. Identifying Missing Keywords Using a Script

To ensure your content is fully optimized, it’s important to check if any of the ranking keywords are missing from the current text. This is where automation can be particularly helpful. By using a custom Google Spreadsheet script, you can quickly scan your content to identify any keywords that are not being utilized.
Here’s a simplified version of the Google Spreadsheet script I use:

function findMissingKeywords() {

constss = SpreadsheetApp.getActiveSpreadsheet();

constsheet1 = ss.getSheetByName('Missing keywords in the text');

constsheet2 = ss.getSheetByName('Text');

// Check if both sheets are found

if (!sheet1 || !sheet2) {

thrownewError('One of the required sheets (Missing keywords in the text or Text) is not found. Please check the sheet names.');

}

// Get the list of keywords from column A, starting from row 3, and filter out empty cells

constkeywordsData = sheet1.getRange('A3:A' + sheet1.getLastRow()).getValues().filter(row => row[0]);

// Get the text content from cell A1 of the 'Text' sheet

consttext = sheet2.getRange('A1').getValue().toLowerCase(); // Convert text to lowercase for case-insensitive matching

for (leti = 0; i < keywordsData.length; i++) {

constkeywords = keywordsData[i][0].split(',').map(keyword => keyword.trim().toLowerCase()); // Split and trim keywords, convert to lowercase

constusingKeywords = [];

constnotUsingKeywords = [];

// Check if each keyword is present in the text

keywords.forEach(keyword => {

if (text.includes(keyword)) {

usingKeywords.push(keyword);

} else {

notUsingKeywords.push(keyword);

}

});

// Write the results back to the sheet

sheet1.getRange(i + 3, 2).setValue(usingKeywords.join(', ')); // Column B: using keywords

sheet1.getRange(i + 3, 3).setValue(notUsingKeywords.join(', ')); // Column C: not using keywords

}

}

function onOpen() {

constui = SpreadsheetApp.getUi();

ui.createMenu('Custom Scripts')

.addItem('Find Missing Keywords', 'findMissingKeywords')

.addToUi();

}

This script scans your article and highlights the keywords from your list that aren’t currently included in the text. This allows you to quickly spot gaps in your content that could be filled to improve SEO performance.

How to Identify Missing Keywords in Your Content Using a Google Spreadsheet Script

I’ve taken the keywords from an article on TechRadar about the cheapest VPNs, sourced from Ahrefs, and placed them in the first column of the ‘Missing keywords in the text’ tab in Google Sheets.

In the second tab, I’ve pasted the full text of the article into cell A1.

Using a custom Google Spreadsheet script, I show how to scan the text to determine which keywords are already being used and which ones are missing.

This tool is particularly useful for ensuring your content is fully optimized for SEO by identifying opportunities to incorporate relevant keywords that may have been overlooked.

4. Analyzing and Incorporating Missing Keywords

After running the script, you’ll have a valuable list of missing keywords that could significantly enhance your content’s SEO performance. However, simply adding these keywords to your content is not enough; careful analysis is required to ensure that their inclusion will genuinely improve the quality and relevance of the page. Here’s a more detailed guide to analyzing and incorporating these keywords effectively:

Step 1: Assess Keyword Relevance

Start by evaluating each keyword on the list to determine its relevance to the topic at hand. Ask yourself:

• Does this keyword align with the main focus of the content?
• Is it something that your target audience is likely to search for in relation to the topic?

If a keyword seems tangential or off-topic, it might not be worth including, as it could dilute the focus of your content and confuse both readers and search engines.

Step 2: Determine the Value Added by the Keyword

Next, consider whether incorporating the keyword adds tangible value to the content. A keyword might be relevant, but does it help to enhance the content’s depth, clarity, or comprehensiveness? Think about how the keyword might contribute to the overall message:

• Does it introduce a new concept or idea that enhances the reader’s understanding?
• Could it help answer a common question that your audience might have?
• Does it allow you to cover an additional aspect of the topic that you previously overlooked?

If the keyword doesn’t add value or contribute to the content’s purpose, it may not be necessary to include it.

Step 3: Consider the Natural Integration of the Keyword

A critical aspect of SEO is maintaining a natural flow in your content. Keywords should be seamlessly integrated into the text, enhancing readability rather than disrupting it. Before adding a keyword, consider:

• Can the keyword be naturally woven into the existing content without forcing it?
• Does it fit within the current context, or will it require substantial rewriting to include?
• Can you incorporate the keyword in a way that enhances the reader’s experience rather than feeling repetitive or awkward?

It’s important to avoid keyword stuffing—a practice where keywords are overused in a way that feels unnatural or forced. This can negatively impact user experience and lead to penalties from search engines.

Step 4: Identify the Best Locations for Integration

Once you’ve identified keywords that are relevant, valuable, and can be naturally incorporated, the next step is to find the best locations within your content to add them. Here are a few strategies:

• Add New Sections: If the keyword introduces a new subtopic or angle, consider adding a new section or paragraph to explore this idea in more depth. This can not only help incorporate the keyword but also enrich the overall content.
• Refine Existing Content: Look for sections of your content that could be expanded or clarified by incorporating the keyword. This could involve rewriting a paragraph to include the keyword naturally or adding a few sentences to elaborate on a point.
• Optimize Headings and Subheadings: Keywords can be effectively used in headings and subheadings to signal the importance of a section to search engines. Ensure that these headings still make sense and are useful to the reader.
• Enhance Metadata: Don’t forget to optimize your content’s metadata, including the title tag, meta description, and alt text for images. These are crucial areas where keywords can be strategically placed to improve SEO without impacting the content’s readability.

Step 5: Review and Edit for Quality

After incorporating the keywords, it’s essential to review the entire piece for quality. Ensure that the content still reads smoothly and provides valuable, coherent information to your audience. The goal is to enhance SEO while maintaining or improving the user experience. Consider the following:

• Readability: Does the content still flow naturally, or do the new keywords disrupt the reading experience?
• Tone and Voice: Does the addition of the keywords maintain the original tone and voice of the content, or has it altered the way the content sounds?
• Content Value: Has the value of the content improved with the addition of the keywords, or has it remained the same (or decreased)?

Taking the time to carefully analyze and strategically incorporate missing keywords will not only improve your SEO performance but also enhance the overall quality and relevance of your content. This thoughtful approach ensures that your content remains engaging and informative while being optimized for search engines.

5. Updating and Optimizing Your Content

Once you’ve identified and strategically incorporated the missing keywords, it’s time to update the content on your website. This stage is crucial for ensuring that the revised content not only improves your SEO but also enhances the overall user experience. Here are several strategies to consider during this update:

Maintain a Natural Flow

It’s essential that the newly added keywords integrate seamlessly into your content. The text should maintain a natural flow, ensuring that it remains engaging and easy to read. Avoid the temptation to over-optimize by cramming too many keywords into the content, as this can lead to a poor user experience and potential penalties from search engines for keyword stuffing.

Enhance Headings and Subheadings

Headings and subheadings play a critical role in structuring your content, making it easier for both users and search engines to understand the key topics covered. When updating your content:

• Incorporate Keywords: Where appropriate, include relevant keywords in your headings and subheadings. This not only helps with SEO but also signals to readers what the section is about.
• Improve Clarity: Ensure that headings clearly reflect the content that follows. This helps users navigate the page and find the information they need quickly.
• Optimize for Search Intent: Consider the search intent behind the keywords. If users are looking for specific information, make sure your headings directly address their queries.

Add a FAQ Section

Adding a Frequently Asked Questions (FAQ) section can be an excellent way to improve your content’s value, both for SEO and for your audience. FAQs allow you to answer common queries directly, which can help you rank for question-based search queries. Here’s how to make the most of a FAQ section:

• Identify Common Questions: Use tools like Google’s “People Also Ask” or look at your customer support queries to identify common questions related to your content. These are often long-tail keywords that can drive highly targeted traffic.
• Provide Clear, Concise Answers: Each FAQ should answer the question directly and succinctly. Use the keywords naturally within the answers, but focus on providing value to the reader.
• Structure for Rich Snippets: Format your FAQs in a way that makes them more likely to appear as rich snippets in search results. Use clear headings for each question and provide straightforward answers that are easily scannable.

Refine Content Structure

Updating your content also provides an opportunity to refine its overall structure:

• Break Up Long Text: Use bullet points, numbered lists, and short paragraphs to make the content more digestible. This not only improves readability but also aligns with best practices for on-page SEO.
• Optimize Internal Links: Review and update internal links within the content to ensure they are still relevant and point to valuable resources. This helps distribute link equity across your site and can improve the SEO of other pages as well.
• Review Media Elements: If your content includes images, videos, or infographics, ensure these are optimized with relevant alt text and titles that include your target keywords. This can also enhance your content’s accessibility and search visibility.

Balancing SEO with Content Quality

As you incorporate these optimizations, remember that content quality should never be compromised. Strive for a balanced approach where the content remains informative, engaging, and useful to the reader, while also being optimized for search engines. Over-optimization—where content becomes overly focused on keywords at the expense of readability—can harm both user experience and your SEO performance.

6. Monitoring the Impact

Once your content is updated, monitor the impact of your changes using Google Search Console and other SEO tools. Look for improvements in keyword rankings, traffic, and user engagement metrics like time on page and bounce rate. This will help you gauge the effectiveness of your updates and inform future content refresh strategies.

Conclusion: Maximizing the Potential of Your Content

Updating and refreshing old content is not just a maintenance task; it’s a powerful strategy that can breathe new life into your SEO efforts. By following the steps outlined in this guide—starting with identifying ranking keywords, analyzing and integrating missing keywords, updating and optimizing your content, and continually monitoring its performance—you can significantly enhance your website’s visibility and effectiveness.

As demonstrated with the use of a custom Google Spreadsheet script, the process of identifying and incorporating missing keywords can be streamlined, allowing you to focus on creating content that is both high-quality and SEO-optimized. Whether you’re following in the footsteps of SEO leaders like Brian Dean, who emphasizes the importance of evergreen content, or you’re simply looking to improve your site’s performance, the key takeaway is clear: regularly updating your content is crucial for long-term success.

Remember, SEO is an ongoing journey, and the digital landscape is constantly evolving. By making content updates a regular part of your strategy, you’ll not only keep your content relevant and engaging but also ensure that it continues to drive traffic and meet the needs of your audience.

So, take the time to revisit your old content, apply these strategies, and watch as your site’s performance improves. The effort you invest in updating and optimizing your content will pay off in the form of better rankings, more traffic, and a more engaged audience.