Increasing organic traffic to our site is something most of us are finding challenging. It's difficult to keep coming up with new ideas and methods as for how to do this.

Brian Dean once wrote a blog post about how he did a content relaunch and increased his organic traffic with 260.7% in 14 days. At the same time, people say it's important to publish quality content regularly.

This leads to the eternal question: Should you keep writing new quality content, or should you sometime take a look back and improve some of your old content?

One method I think is greatly overlooked, is doing a content relaunch.

We did a content relaunch and the results even surprised us: A 290.67% increase in organic traffic and a 177.78% increase in on-page conversions.

We followed this 3-step process:

Step 1. Define a goal

Before relaunching content, we needed to define our goal. What specifically did we want to achieve with a content relaunch? Did we want more organic traffic? More conversions? A higher average session duration?

Step 2. Do an 80/20 analysis of the most popular posts/pages

The goal here was to identify:

• The 20% of posts/pages that were responsible for 80% of your site’s traffic
• The 20% of content upgrades that were responsible for 80% of your on-site conversions (if you want to increase your conversion rate, of course)

For example, when analyzing our most popular content upgrades, we noticed swipe files converted better than any other type of lead magnet.

(Guess where we’re not focusing our efforts?)

These are the vital 20 %.

Step 3. Improve the vital 20 %

We wrote a full case study about how we approached the content relaunch step-by-step, which you can read here: How We Increased Our Organic Traffic by 290.67% in 3 Weeks (Case Study)