What is an Important Rewrite in SEO? How to Choose and Improve Articles for Immediate Implementation [Including ChatGPT Use Cases]

When working on SEO for article-based media, you may encounter situations like:

“I keep publishing articles, but traffic isn’t growing as expected.”

“Articles that used to rank high are gradually losing their position.”

These issues can often be resolved through “rewriting.”

Rewriting refers to improving existing articles on your site to enhance their quality.

In SEO, publishing an article is not the goal—ongoing content improvements and maintenance are also crucial strategies.

However, many people struggle with questions like, “I don’t know how to rewrite articles” or “I don’t have enough time for rewrites.”

In this article, we will explain the process and key points of rewriting in SEO.

With proper rewriting, you can efficiently boost rankings and grow your media.

If you manage a media site, be sure to use this guide to improve your website.

What is “Rewriting” in SEO?

Rewriting means “rewriting” in a literal sense, and in SEO, it refers to “improving published articles.”

By adding new information, removing unnecessary content, or adjusting metadata, you aim to create content that is better evaluated by Google and users.

In SEO, rewriting is often done to:

• Improve search rankings
• Maximize search traffic

However, in media management, rewriting may also aim to improve conversion rates.

*In this article, we will use the term “rewriting” to refer to content improvements aimed at “improving search rankings” and “maximizing search traffic.”

Why Rewriting is Important

Rewriting is essential because leaving published articles unattended can lead to ranking drops.

According to a study by PLAN-B Inc., only 24% of articles continue to gain traffic even after six months of publication.

The value of information declines over time, and user search intent changes, so without maintenance, rankings and traffic naturally decrease.

If you notice that many of your articles are stagnating or declining in rankings, consider rewriting them.

Another reason rewriting is crucial is that it’s difficult to rank at the top immediately.

Ranking high can bring significant traffic, but even well-crafted content rarely reaches the top spot instantly.

Even experienced SEO specialists and writers analyze post-publication rankings and rewrite content to push it higher.

How to Choose Articles for Rewriting

So, which articles should you rewrite first?

The short answer is to start with articles that can have a big impact with minimal effort or those that have a strong chance of winning.

Ideally, you would rewrite all articles, but since resources are limited, prioritization is key.

At our company, we have found that the following types of articles are the most effective to rewrite:

Let’s break these down further.

1. Articles Ranking Between 6th and 20th Place

Articles ranking between 6th and 20th place are “almost there” but missing something to break into the top 5.

This means they have the potential to rank higher with just a bit of content improvement.

Use a ranking check tool or Search Console to identify articles on your site that rank between 6th and 20th place.

To avoid wasting time on ineffective rewrites, prioritize articles that have a strong chance of outperforming top-ranked competitors.

Among articles ranking between 6th and 20th place, those that meet the following criteria can have a significant impact if they move up in rankings, so prioritize them for rewriting:

• Articles with high CV counts or conversion rates: Increasing traffic can directly boost conversions (check in Google Analytics)
• Articles with high impression counts for queries: Ranking higher could significantly increase traffic (check in Search Console)

2. Articles with High Rankings but Low CTR

Articles that rank well but have a low CTR (Click-Through Rate) are also important candidates for rewriting.

By adjusting the wording of the title and meta description, you may be able to increase the number of visitors to these articles.

If the CTR is significantly lower compared to the average CTR for its ranking position, it is likely that the title or meta description is not appealing to users.

You can check the CTR for each query using Google Search Console.

Three Elements to Analyze Before Rewriting

Before rewriting, it is crucial to form a hypothesis.

Think along the lines of “If I improve this, the content will become more valuable” or “If I make this change, the ranking should improve.” Always establish a hypothesis before executing a rewrite.

The following three elements will help you build a strong hypothesis:

Let’s examine each in detail.

1. SERP

Google aims to display the most relevant information on the SERP (Search Engine Results Page) to help users achieve their goals.

Because of this, SERP contains many clues on how to approach rewriting.

For example, the following elements can help you understand search intent:

• “People also ask” section
• Featured snippets
• Suggested keywords
• Order of universal search tabs
• Trends in titles and meta descriptions chosen by Google
• Types of competing pages (explanatory article? product page? glossary? case study?)

By analyzing the SERP, ask yourself: “Why are these search results displayed?” and “How does Google interpret user intent?”

2. Competitor Content

Comparing your content with top-ranking competitor content can also be insightful.

Consider the following points:

• Why is this competitor content ranking higher?
• Which aspects are valued by Google and readers?
• What makes it better than your content?
• What improvements are necessary to surpass it?

However, keep in mind one crucial point:

The top-ranking content is not always the best content for users.

Google simply selects the most relevant content available in its index. This does not necessarily mean that users are completely satisfied with the top-ranking article.

Instead of just mimicking the top-ranking content, think about how you can create even higher-quality content.

3. Your Own Content

Imagine yourself searching for the target keyword.

From a neutral perspective, ask yourself, “Would I be satisfied with this content as a reader?”

If the answer is no, consider:

• What information is missing?
• What additional details would make this content more satisfying?

Additionally, using a heatmap tool like Clarity can help analyze how users engage with your content. Check:

• Which sections are being read thoroughly?
• Where do users tend to drop off?

7 Checkpoints for Rewriting

The most effective rewriting methods vary depending on the situation, but the following seven points are particularly important.

Check each of these points to see if there are areas where your article can be optimized.

1. Is the Title and Meta Description Appropriate?

Are the title and meta description written effectively?

When users view search results, they check the title and meta description to determine whether the page contains the information they need and whether they should click on it.

Additionally, Google has acknowledged that the content of the title tag can impact rankings.
Reference: Google Still Uses Original Page Titles For Search Rankings – Search Engine Journal

Check the following points to see if the wording can be improved for better effectiveness.

2. Are Internal Links to Related Articles in Place?

Check whether internal links to related articles have been added.

For example, if you want to improve the ranking of Article A, you should place links to it from highly relevant articles B and C.

This signals to Google that Article A is important.

However, forcing internal links on unrelated articles can reduce user experience, so avoid doing so.

Additionally, check whether the anchor text of internal links includes relevant keywords.

Including keywords helps both users and search engines understand that the linked article is about a specific topic.

3. Are the Target Keywords Appropriate?

It’s also important to check whether the keywords you’re targeting are appropriate.

Use Search Console to review the incoming queries.

Sometimes, an article optimized for Keyword A actually receives more traffic from Keyword B.

In such cases, it may be more effective to shift the target keyword to Keyword B and optimize the content accordingly to increase traffic.

Alternatively, you can continue targeting Keyword A while incorporating Keyword B into the content, adjusting the title and H tags to maximize traffic.

4. Is the Order of Headings Appropriate? Are There Any Irrelevant Headings?

Changing the order of headings (sections) can sometimes improve rankings.

Check the heatmap of the article and consider moving frequently clicked headings forward or pushing less engaging sections toward the end to optimize the flow of information.

Additionally, while it is commonly believed that articles should be as comprehensive as possible, sometimes “subtraction” is equally important.

In some cases, removing irrelevant content or headings can actually improve rankings.

If certain sections are not closely related to the theme or are unlikely to interest the target audience, consider removing them altogether.

5. Is the Content Effectively Answering Search Intent?

A high level of “answering search intent” means:

• Users find the answers they were looking for
• They achieve their final goal without needing to search again

This is not just about making the article more comprehensive but ensuring the necessary information is provided at the optimal volume for search users.

Review your content using the following perspectives:

• Does the content provide precise answers to questions in a way that could be featured in a snippet?
• Does it address new questions that arise as users read?
• Are there any essential topics missing that appear in SERP FAQs or related keywords?

6. Does Your Content Contain Unique Elements?

Originality is crucial in today’s SEO.

No matter how much information your content includes, if it lacks unique elements, ranking highly will be difficult.

Google prefers diverse, unique content that search users appreciate over content that “anyone (including AI) could create.”

Check whether your content includes elements that make it truly unique.

If not, consider the following ways to enhance originality:

7. Are Credible Sources Cited?

Citing reliable sources can sometimes improve rankings.

For example, an SEO expert, Mr. Sumi, shared a case study where adding citation links had a positive impact.
Reference: Enhancing Blog Credibility and E-E-A-T by Citing Sources – bodhi

Citing sources increases content credibility, making it more valuable to users.

Check if your content is based on solid evidence and whether sources are properly cited.

Using ChatGPT for Content Rewriting

Effectively using ChatGPT can enhance content quality.

Here are some ways to utilize ChatGPT for content rewriting:

Evaluating Performance After Rewriting

After rewriting, wait 2 to 6 weeks and compare performance before and after the update.

Use ranking check tools or Search Console to see if rankings, traffic, and CTR have improved.

How to Handle a Drop in Rankings After a Rewrite

If your rankings drop immediately after a rewrite, first check whether the fluctuation is actually due to the rewrite.

By using Google Search Console’s “URL Inspection Tool,” you can verify whether Google’s crawler has visited the page after the rewrite.

If the page has been crawled, the ranking drop is likely a result of the rewrite.

Consider the following solutions based on the situation:

Even if rankings drop temporarily, if your content is truly valuable to users, it may gradually recover over a period of three months or more. So, be patient and monitor the situation.

Important Points to Consider When Rewriting

This section introduces two key points to keep in mind when rewriting content.

1. Simply Rewriting an Article May Not Be Enough to Rank Higher

In some cases, rewriting an article alone is not enough to achieve a higher ranking.

While content quality is an essential factor in SEO, rankings are not determined solely by an article’s content.

Rankings are determined based on a comprehensive evaluation of multiple factors.

For instance, if the search results contain the following types of pages, ranking higher with content improvements alone may be challenging:

Of course, even in such cases, quality content can sometimes outrank competitors.

However, be mindful not to spend an excessive amount of time on articles where ranking improvements through content alone are unlikely.

2. Drastically Changing a Top-Ranking Article Can Pose a Risk of Ranking Decline

Making significant changes to an article that already ranks well can sometimes cause its ranking to drop.

Even if an article is performing well, it’s essential to review and update its content periodically, but do so while understanding the risks involved.

To prepare for the possibility of a ranking decline, ensure you have a backup of the original content so it can be restored if needed.

[Summary] Strengthen Your SEO Strategy with Regular Rewrites

This article has provided an overview of rewriting for SEO.

Rewriting is an essential strategy for achieving continuous media growth.

Since the results of rewrites are often easy to measure, applying a fast PDCA cycle can help accumulate SEO expertise efficiently.

Use the insights shared in this article, such as “how to select articles,” “key factors to analyze before rewriting,” and the “seven checkpoints,” to refine your content strategy.

If you have limited internal resources, outsourcing rewrites to professionals is also an option.

If you need assistance with rewriting or SEO, feel free to consult with us at Xscore.