How to Rewrite Underperforming Content for Better Rankings

Watching traffic bleed out from pages that used to pull their weight?

SEO rewrite’s the answer: Reviving that dead content into something that climbs the SERPs again.

Stick with me, and we’ll ID the duds, rewrite them smart, and get that hit piece ranking again.

Identifying Pages to Rewrite

Not every page on your site is pulling its weight. Some are silently sabotaging your SEO, wasting crawl budget, and making Google question your content quality. The goal here? Pinpoint the underperformers that need a rewrite to get your site back on track.

Here’s how to find them, step by step:

Check Google Analytics for Low Traffic or High Bounce Rates

Start with Google Analytics. Look for:

• Low traffic pages that get fewer than 50 visits in the past 6 months. If a page has been live for a while and still can’t draw a crowd, it’s not cutting it.
• High bounce rates: Filter for pages where visitors bounce at, say, 70% or higher. If they’re leaving without engaging, the content’s either irrelevant or unhelpful.

How to Do It: In GA, go to Reports > Engagement > Pages and Screens. Sort by visits or bounce rate to spot the weakest links. A page with 20 visits and a 90% bounce rate? That’s a red flag.

Use Ahrefs’ Organic Keywords Report to Spot Ranking Losers

Next, pull up Ahrefs to see how your pages are holding up in search results.

• Losing rankings: In the Organic Keywords report, filter for positions lost, then check for pages that have dropped positions over time. A slide from page 1 to page 2 means lost visibility and traffic.
• Stuck on page 2+: Pages ranking in positions 11-20 are so close, yet so far. They’re not getting the clicks they could with a little TLC.

How to Do It: Filter the report by positions by clicking Change twice. This will show you the biggest losses at the top, highlighting which pages have taken the biggest ranking hits.

Look for Outdated or Thin Content

Finally, hunt down pages that are too weak to compete.

• Thin content: Pages with less than 300 words often lack depth. Google wants value, and so do your readers.
• Outdated info: Content with old stats (for example, “SEO Top Trends of 2020”) or obsolete advice isn’t helping anyone. If it’s not current, it’s dead weight.

How to Do It: Manually review pages for word count and freshness. A 250-word post from 2019 with stats from 2017? It’s definitely rewrite time. Run the content through a tool like Copyscape, MarketMuse, or SurferSEO to make sure you’re hitting all the LSI keywords and covering the topic comprehensively.

Analyzing SERP Intent

When rewriting content for SEO, you don’t want to guess what works; you want to know. That’s where analyzing SERP intent comes in. By looking at the top results for your keyword, you can figure out what Google prioritizes and what your audience is searching for.

Here’s a simple three-step process to get it right and make your rewrite spot-on:

1. Search Your Keyword and Check the Top 10 Results

Start by popping your keyword into Google and scanning the first page. Ask yourself:

• What’s showing up? Blog posts, product pages, or maybe videos?
• What’s the format? Are they listicles (like “10 Best…”), how-to guides, or reviews?

For example, if you’re targeting “best running shoes” and see mostly listicles, that tells you people want a roundup of options, not an in-depth guide on laces and tread patterns.

2. Look at Content Type, Length, and Extras

Next, zoom in on the details of those top-ranking pages:

• Type: Is the content informational (teaching something), transactional (selling something), or navigational (pointing somewhere)? That’s your intent clue.
• Length: Are they long, detailed guides around 2,000 words or shorter pieces at 500 words?
• Extras: Do they have helpful add-ons like tables, FAQs, or images?

Ahrefs has a newish feature that makes determining intent a breeze. When you’ve got a list of keywords loaded up, simply look for the Intents column. There you’ll find each keyword labeled with one or more letters—N for navigation, I for informational, C for commercial, and T for Transactional. Easy peasy!

3. Tweak Your Content to Match

Now, use those insights to adjust your page:

• Align the purpose: If top results are guides but your page is a sales pitch, pivot to match.
• Match the depth: If it suits, aim for a similar word count. Just don’t write a fluff piece. Make the information the reader most wants to find front and center.
• Include the extras: Add features like tables or FAQs if they’re common in the winners.

Quick Tip: Check out Google’s “People Also Ask” section for extra hints about what people are curious about. It’s an easy way to make your content even more relevant.

Expanding Keyword Targeting

If you’re rewriting a page but only targeting one keyword, you’re missing out on serious traffic potential. Expanding keyword targeting widens a page’s ranking potential, grabbing related terms and phrases that bring more visitors to your doorstep.

Here’s how to do it right, step by step:

Step 1: Use Ahrefs’ Keywords Explorer to Find Related Terms

Start with a solid tool like Ahrefs’ Keywords Explorer to uncover keywords worth chasing.

• Enter your primary keyword (say, “SEO rewrite”).
• Head to Matching terms to look for related terms, synonyms, or variations that align with your content’s focus.
• Filter the results to show terms with at least, say, 50-100 monthly searches. Decent volume means real people are looking for it.

This gives you a list of keywords that can piggyback on your main topic, boosting your chances of showing up in more search results.

Step 2: Add Long-Tail Keywords Your Page Can Naturally Rank For

Next, focus on long-tail keywords, those longer, specific phrases that are less competitive and easier to rank for.

• Use Ahrefs to spot long-tails like “SEO rewrite tips” or “how to rewrite content for better SEO.”
• Remember, focus on ones with 50-100+ searches that match your page’s intent.
• Pick terms you can seamlessly blend into your rewrite.

For example, if your main keyword is “SEO rewrite,” a long-tail like “SEO rewrite tips for beginners” could pull in users searching for practical advice, without fighting high-authority sites for broader, higher search volume terms.

Step 3: Weave Them Into the Rewrite Without Stuffing

Now, take your shiny new keywords and work them into your content naturally. No forcing and no spamming.

• Headings: Sprinkle keywords into H2s or H3s where they fit (e.g., “SEO Rewrite Tips”).
• Early On: Get your primary keyword into the first 100 words to signal what the page is about.
• Alt Text: Add keywords to image alt text (e.g., “SEO rewrite checklist”) for a bonus boost.
• Keep It Smooth: If a keyword feels awkward, skip it. Readability trumps everything.

The goal? Content that flows for readers while quietly doing its SEO job in the background.

Updating Titles and Meta Descriptions

Your title and meta description are your first swing at grabbing clicks in search results. If they’re dull or sloppy, your content’s DOA, no matter how good it is. Updating them with keyword-rich, compelling tags attracts more traffic and helps you climb rankings.

Here’s how to do it right:

Rewrite the Title

Start strong: place your target keyword at the beginning of your title. It flags your main keyword for Google and tells searchers what’s up. Keep it tight—under 60 characters—so it doesn’t get truncated in search results.

For example: Weak: “Content Tips” → Sharp: “SEO Rewrite: Revive Underperforming Posts, Regain Rankings”

Craft a Meta Description That Sells the Fix

Your meta description’s got one job: sell the click. You’ve got 150-160 characters to nail it. Weave in your target keyword naturally, but focus on the reader’s pain and your fix. Make it irresistible.

Tips: A tool like Mangool’s Google SERP Simulator makes optimizing title and meta description as easy as it gets.

Refreshing Content with New Insights

If your content’s gathering dust from 2019, it’s no wonder your rankings are slipping. Let’s whip yesterday’s news into shape:

Update Stats, Examples, or Trends

Nothing screams “outdated” like old stats or examples that don’t match today’s reality. To keep your content fresh, swap that 2019 fluff for 2025 data that actually means something.

• Stats: Replace tired numbers with the latest insights. For example, “In 2025, 60% of searches end without a click thanks to AI-driven SERPs. Here’s how to adapt.”
• Examples: Ditch ancient case studies for recent ones. Try, “We rewrote a client’s blog in Q1 2025 and saw a 35% traffic bump after Google’s latest update.”
• Trends: Highlight what’s shaping your niche now, like, “Voice search is dead, but AI overviews are rewriting the rules. Your content needs to keep up.”

Why It Works: Fresh data signals relevance to Google and gives readers info they can actually use. Stale stats? They’re a one-way ticket to page two.

Answer New User Questions from Forums or X Chatter

Your audience isn’t asking the same questions they were five years ago, so why should your content? Spend some time in forums like Reddit’s r/SEO or scroll X for real-time chatter to find out what’s on people’s minds in 2025.

• Forums: Spot threads like “How do I recover from the latest algo slap?” or “What’s the deal with AI content penalties?”
• X Chatter: Search hashtags like #SEO or #DigitalMarketing for hot topics, maybe someone’s ranting, “My rewrite tanked my rankings. Help!”
• Add It In: Tackle these head-on. For instance, “Scared of losing rank after a rewrite? Here’s how to update safely and win.”

Pro Move: Use a tool like AnswerThePublic or the Questions filter in Ahrefs’ Keyword Explorer to pinpoint trending questions your competitors aren’t touching yet.

Cut Outdated Sections That Don’t Fit Today’s SERPs

Dead weight drags your content down, so if it doesn’t match what’s ranking in 2025, cut it without mercy. Old tactics like keyword stuffing or spammy backlink schemes? They’re gone—Google’s smarter now, and that garbage won’t cut it anymore.

Irrelevant stats, like that outdated “2019 mobile usage hit 50%” line, are useless; replace them with something current or ditch them entirely.

And if the SERPs are favoring in-depth guides but your page is just a shallow listicle, trim the fat and rewrite it to align with what’s actually working.

Optimizing H1-H6 Tags

Your H1 is the kingpin. Use just one per page, include your target keyword right at the front, and keep it crystal clear. Something like “SEO Rewrite: Boost Rankings Fast” (32 characters) works because it’s short, keyword-rich, and tells readers and Google exactly what’s up.

More than one H1? You’re begging for confused crawlers and a diluted page.

Next, lean on H2s, H3s, H4s, etc., to carve your content into something that’s easy to follow. H2s hit the big ideas like “Why Rewrite Content?” while H3s drill into specifics, like “Traffic Boost” or “Update Stale Stats.” This keeps your readers hooked and lets Google glide through your page effortlessly.

Sprinkle related keywords or long-tails into those subheads naturally. Something like “Benefits of an SEO Rewrite” for an H2 or “How to Boost Traffic with an SEO Rewrite” for an H3 to widen your search net without sounding like a robot.

Improving Readability and UX

When a page’s text is easy to follow and navigate, bounce rates drop, time on page climbs, and search engines notice.

Short paragraphs are a must. Cap them at 2-3 sentences. Long blocks of text scare readers off, especially on mobile, so keep it tight. Use bullets for lists to break things up and make key info scannable.

White space matters, too. It gives your content room to breathe and stops it from looking like a cluttered mess. Bold key points to grab skimmers’ attention and help them find the good stuff fast.

Don’t ignore mobile users, either. They’re likely half your audience. Fix tiny fonts (aim for 16px or bigger) and tackle slow load times by compressing images.

Adding Visuals and Examples

Want your content to stick? Add visuals and examples. Start with screenshots. Drop in a before-and-after ranking from Ahrefs, say, a page climbing from 10th to 3rd. It’s instant evidence that grabs attention and keeps readers hooked.

Then, weave in real examples. Try this: “We rewrote a client’s guide and saw traffic jump 40% in three weeks.” Hard numbers like that show your advice delivers.

For images, use alt text with keywords. It boosts accessibility and helps you sneak into image search results. Easy win.

Building Internal Links

Start by linking to related high-value pages, like your SEO services page or a killer landing page that converts. These are the heavy hitters that deserve the spotlight.

Next, hunt down any old links pointing to the rewritten page’s outdated URL. Update them to the fresh version so you’re not bleeding authority. And don’t sleep on anchor text. Make it relevant and descriptive, like “SEO rewrite steps,” so everyone knows what they’re clicking into.

Monitoring Rankings and Traffic

After rewriting your content, you need to know if all the effort was worth it. Monitoring rankings and traffic shows you whether your changes worked or if more adjustments are in order.

Start by tracking your rankings for the target keyword. Tools like Semrush’s position tracking tool or Google Search Console (GSC) make this easy. Semrush gives you a broad view of keyword performance, while GSC delivers Google’s own data. Pick one, and watch your page’s position over time.

Then, head to Google Analytics to spot traffic and engagement shifts. Look for a rise in organic traffic to your rewritten page. That’s a win. Check metrics like time on page, too; if users linger longer, your content’s hitting the mark.

Give it 4-6 weeks to see results. SEO isn’t instant, so let the data settle. After that, assess: if your page jumped from position 15 to 5, you’re cooking. But if rankings stall or traffic doesn’t budge, tweak the content. Maybe refine your keywords or boost on-page elements.

Conclusion and Next Steps

SEO rewrites: Spot the weak links, tweak them with intent, beef up the keywords, polish the tags, and give it some grit with visuals and links.

It’s a proven process: better rankings, more traffic, and users who actually stick around.

Simple, right? Not always. It can be a real slog, particularly if you’re juggling a million other things.

Not to worry, we can help.

👉 Check out our blog writing service—your rankings will thank you. 👈