If you launched your website years ago and haven't really made any changes to it in a long time, it's high-time to revisit your web pages and content. Over the years, there have been so many changes that Google has implemented in the way they serve up search results. And why is it important to have your web pages structured in the way that Google likes them to be? Because they are the largest driver of organic (free!) traffic to your website and you need to be well positioned to grab your share of that traffic.
For instance, you may have ranked on page one for your top keywords for a long time and now you've dropped to page 2. Is page 2 bad? From 2014 Moz Google Organic Click Thru Rate Study:'
On average, 71.33% of searches result in a page one organic click. Page two and three get only 5.59% of the clicks. On the first page alone, the first 5 results account for 67.6% of all the clicks and the results from 6-10 account for only 3.73%
And to boot if you're #1 on page one you're getting almost 35% of the clicks, then it drops to 14% if you're #2 on page one! So page two? I'd say it ain't good, that's a lot of free clicks you are missing!
At my startup Dasheroo we're going through our site page by page to see what's working, what we should be optimized for and where and we're getting some awesome results!
Start at the Start
Go into Google's Keyword Planner tool for Adwords and do a search on your keywords, the word(s) that make the most sense for what you do, to see what the average monthly volume is for them. You might see that they've changed over time. Get new keyword ideas from this tool to see what other keywords you could be optimizing for and what their overall search counts are. You might find that there are a few keywords you're not optimizing for that could drive triple the traffic.
Take it To Your Site
Are your title tags and descriptions up to snuff on your website pages?
Moz has a free title tag tool, that shows you how your title tag will appear in the search engines. If you didn't pay much attention to them when you launched your site, you might want to re-think how they look to anyone who hopefully finds you on the search engines.
And each should contain the keyword you want that page to be ranked for.
Do you have the same title tag and description for each page on your site?
We know, because when you set up your website the templates just "came that way" right? You have the opportunity for each page on your site to tell a different story, and could rank for a different keyword so why not try to get the most out of every page?
Do you have your keywords for your pages within your URLs?
You should. People who go to click on links want to know what they're clicking on so be as descriptive as possible for that page.
Take it to the Competition
Finally, do you know what results your competition is getting on your keywords? It's easy to find out by just searching on it. If you see your competition is ranking higher than you, you want to know why and how. You can easily go to their site and click on 'View Source' to check out what they're optimizing for in their title tags and descriptions. Then find out what monthly volume their getting on those keywords.
You can also use SEMRush to see what your competition is ranking for and what keywords you might be missing out on. It's free to a point but it will give you a certain number of searches for you to get a good idea.