The extent of content changes depends on your current content quality and specific optimization needs. Our approach emphasizes strategic enhancement rather than wholesale rewriting whenever possible:

Content Assessment Process

‍We begin with thorough evaluation of your existing content:

• Quality and depth analysis against competitive benchmarks
• Search intent alignment assessment
• Topic coverage and comprehensiveness evaluation
• Engagement metric review identifying user satisfaction
• Technical structure examination
• Conversion effectiveness assessment
• SEO element implementation review

Optimization Spectrum

‍Based on this assessment, recommendations fall along a spectrum:

1. Element Optimization: For strong content with technical deficiencies, we may simply optimize HTML elements (titles, meta descriptions, headers, etc.) without altering the core content. This light-touch approach preserves your existing messaging while improving search visibility.
2. Structure Enhancement: Content with solid information but poor organization may need restructuring with improved headers, paragraph flow, and formatting for better user experience and search relevance.
3. Content Expansion: Thin content addressing the right topics may require expansion with additional details, examples, or supporting information to fully satisfy user needs and demonstrate topical authority.
4. Strategic Refinement: Content targeting the wrong search intent or missing key aspects may need strategic refinement to better align with user expectations and search patterns.
5. Complete Redevelopment: In some cases, content may require comprehensive redevelopment to address fundamental quality or relevance issues that prevent search success.

Most content falls into the first three categories, requiring enhancement rather than replacement. Our goal is maximizing the value of your existing content investments while improving search performance and user experience.

For clients with brand voice concerns, we provide guidance for your internal teams or work with your existing writers to implement improvements that maintain messaging consistency while enhancing search effectiveness.