If you think improving SEO requires a massive content overhaul, think again.
This month, I made a few minor updates to an older blog post on my site:
A Step-by-Step Guide to Conversion Rate Optimization
This guide had solid content but wasn’t getting much visibility in search results. So I decided to test a low-effort, high-impact approach. I focused on optimizing the title, meta description, internal links, and clarity of copy – without rewriting the post from scratch.
And the results?
In just 28 days, page impressions increased from 3,760 to 14,498 (⬆️ 10,738 new impressions)! I was honestly shocked when I logged in yesterday to see the results of the changes I had made.
More importantly, it started ranking for high-intent search terms like:
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“conversion rate optimization” (⬆️ 4,032 new impressions)
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“conversion rate optimisation” (⬆️ 1,150 new impressions)
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“conversion rate optimization strategies” (⬆️ 637 new impressions)
What I Didn’t Do (And Why That Matters)
Here’s what makes this growth even more exciting: I didn’t spend hours rewriting or redesigning the post. In fact, here’s a list of everything I didn’t do:
❌ I didn’t rewrite the post from scratch.
❌ I didn’t redesign the layout or change the formatting.
❌ I didn’t create new visuals, charts, or downloads.
❌ I didn’t build backlinks or run paid ads.
❌ I didn’t change the URL or try to chase a new keyword.
This wasn’t a full-blown content marketing campaign. It was a targeted tune-up. And that’s the point.
Sometimes, the most powerful SEO wins come from identifying pages that are already ranking somewhat – and making strategic adjustments to help them perform better.
What I Did Instead
Here’s what I actually did to improve this post’s SEO performance:
✅ Updated the Title Tag and Meta Description
I rewrote the SEO title and meta description to better match what people are actually searching for – and to improve the click-through rate on search results.
✅ Made Small Copy Edits
I revised the intro and a few paragraphs for clarity and keyword relevance, without overstuffing. This helped Google better understand the topic and made it more engaging for real users.
✅ Added Internal Links
I connected the post to other high-value content on my site. This helped with topic clustering, boosted SEO for related pages, and gave readers clear next steps.
Why This Worked
Search engines love clarity, structure, and relevance. This simple SEO refresh worked because it:
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Matched the exact phrasing people use when searching for conversion rate optimization resources.
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Signaled to Google that the content was up-to-date and connected to related topics.
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Made the post more helpful to readers without requiring a massive rewrite.
The Takeaway for Your Website
If you have older blog posts or landing pages that used to perform well – or never quite gained traction – consider this your sign to revisit them.
🔍 Start by reviewing your search queries and impressions in Google Search Console.
🛠️ Look for small ways to improve clarity, titles, and internal links.
📈 Watch how even light edits can lead to meaningful SEO growth.
Want to do this for your own site but not sure where to begin?
Start with my free Goal Planner to get clear on what to track.
Then grab the Website Optimization Starter Kit – a step-by-step guide to making smart, focused improvements that actually move the needle.
