We started off with a distinction of how we wanted to optimize the pages. So, we made a calendar of 5 months for the 100 pages, and we went ahead with the following activities every month:
- 20 pages for that month would be optimized on a deep level (converting every page into a resource page):
In order to improve these pages, we looked at the top pages in our niche for the specific set of top keywords for that page, and map out where we were lagging in terms of content. Pick up all the headings, sub-headings, tables, any non-linear content that your pages doesn't have and add them to a list. Based on that, create a topic-wise structure of what's missing, including how many potential featured snippets you would want to add, and then update the content. Per page, this took about 3 days and saw us adding 30-50 keywords per page.
- Creating relevant Internal Links with proper anchor text:
When we started, there was no strategy behind linking. Either entire sentences were being used to link to pages, or simply a generic block of text. For the 20 pages for that month, we focused on linking to almost all pages that had relevant content on the website.
- Trying to rank on Featured Snippets:
Remaining 80 pages would see us adding 1 para each, and adding 3 potential featured snippets per page, if possible. The idea was to ensure that since these pages were ranking near Page 1 and 2 on certain keywords, it would be easier to get them to rank for featured snippets.
- Building quality backlinks extensively:
Building backlinks on all the chosen 20 (at least 10 backlinks per page) pages for the month, with most of them coming in with a branded anchor text, and with 5-10 links being naturally built with localized outreach.
- Removing 50 pages per month:
This was something we were clear about. We wanted to get to about 700-800 pages in total, as we realized that the bottom half were pages that had thin content, were serving very little purpose and were simply bloating the rest of the site. We ended up with 703 pages by May end, and are planning to remove about 100 more.
- Optimizing Meta Elements:
Optimizing the metas of 50 pages per month out of the pages that weren't a part of the top 170 for us. We only optimized the Meta Title, Description, and H1, and changed absolutely nothing else for these pages.