You put a lot of blood, sweat, and tears into your content, and it would be a shame not to reap its benefits. Often it will serve you a lot more if you touch it up just a little. It’s the low-hanging fruit that’s often forgotten!
In his article, Steven briefly describes this neglected opportunity and then outlines three steps to follow to ensure you’re taking advantage of it. I found his recommendations to be simply stated but comprehensive and straightforward to implement.
In my day job, we have a large volume of content on our website. Our consistent pattern, however, is to add content and then not optimize it effectively on an ongoing basis. The reason for that is often a lack of bandwidth as we continue to try and implement additional functionality on our websites and take advantage of new marketing channels (at least new to us). I believe the steps Steven recommends could help us take better advantage of our existing content.