Optimizing Content Strategy with Google Console

Adding new content and pages to your website can significantly boost your SEO when done strategically. Here's how it can help:

1. Increase site size: Publishing more high-quality, relevant content expands your site. When competing for keyword rankings, a larger site can give you an edge if all other factors are equal.
   

2. Strengthen Google's trust: Consistently adding on-topic content reinforces Google’s confidence in your website and its expertise on the subject matter.

3. Broaden keyword coverage: More content allows you to target and rank for a wider range of keywords.

4. Engage Google’s refresh algorithm: Regularly adding fresh content signals to Google that your site is active and up to date.
   

Now that we understand the benefits, there's a powerful way to decide which keywords to focus on when expanding content. This approach should be applied after your core keywords have been identified, and each has an optimized page. Here's the step-by-step process:

1. Log into your Google Console account and navigate to "Performance" on the left menu.

2. Adjust the date filter to show the most recent data.

3. Select “Average position.”

4. Export the data to an Excel file by clicking "Export."

5. In Excel, apply a filter and sort by the lowest positions.

6. Focus on keywords ranking in positions 5-20 for the best return on investment (if none exist, you can target those ranked 20+).

7. Based on user intent (the most critical factor), select keywords with strong intent that are ranked between positions 5-20 and create a list.

8. For each keyword, check if you already have a dedicated URL (e.g., site.com/keyword). If a page exists, remove it from the list.

9. For the remaining keywords, create new pages or blog posts with exact-match URLs, high-quality content, and SEO optimization. Be sure to follow basic on-page SEO principles or request a detailed report if needed.

10. Link your best-performing pages to these new pages using internal linking strategies. Afterward, run a URL inspection on the new and linked pages to ensure Google crawls them.
    

Repeat this process regularly as part of your ongoing content strategy.

Important note: This method doesn’t focus on search volume or keyword difficulty, as metrics like keyword difficulty are based only on public data like backlinks and HTML structure. They don’t account for user engagement metrics such as click-through rates, bounce rates, or Google's internal trust scores for your site.

If you're ranking well for keywords between positions 5-20 without a dedicated page, it shows Google already favors your site. By creating optimized pages for these keywords, Google will likely trust your site even more. Once Google processes these updates (which can take up to 2-3 months), your rankings should improve, especially if this process becomes a consistent part of your strategy.

Also, skipping search volume considerations ensures that you’re naturally targeting a mix of both high- and low-search-volume keywords, preventing a pattern that Google might detect as manipulative behavior.