26 Jan 13 1:49 pm
I agree with the above. Basically you need to do an intensive SEO audit. Depending on the age of the content you might need to determine what the search engines think i.e. there might be somehow you can access search history data. Awast or something like that or if it is a blog it may have SearchTerm Tagging plugin. use this data to determine how the SEs currently rank the site.
You will also need to look at the content and look for relevant keywords that fit the content, not the other way around since the content is already existing. May take the url of each post or root domain and paste it onto Google keywords tool so that the tool may give the keywords it thinks the site is about.
Take this keywords and try to merge them page by page and depending on your SEO audit you might need to improve internally SEO. Strong internal SEO gets half the job done. make sure to link to other internal pages, home page, categories and external pages. Try to have all forms of content where possible i.e. text, image, video and audio.
If the site is growing (getting updated) i suggest you formulate content syndication strategy using social media. you can automate the whole process with the help of sites/platforms like IFTTT.com, Hootsuite.com, Onlywire.com etc. If it is a wordpress blog look for syndication plugins and install them. This will make sure that future posts start off initial links from authority social media sites like Delicious, Blogger, Tumblr, Livejournal, Posterous, Diigo and more.
Then I will suggest randomly bookmarking and building links to old pages. Start with the ones that do not target competitive keywords and work your way down to competitive ones. Vary your anchor text and if need be sprinkle more relevant keywords in the post using alt text, description, caption for images and maybe add a sentence or two listing related words, etc.
Dos that help?