Update the content
This might seem contradictory to the whole “it took little effort” idea, but the caveat with this point is that I only updated what required it, and then left the rest.
The updates themselves were fairly minor, and they all came down to SEO.
First, I updated the title of the article from “Tips for Proposal Writing” to “How to Write a Proposal and Get What You Want (Free Template)”.
We knew that the keyword we needed to re-target was “How to Write a Proposal”, and so I put that in prime position, followed by a bit of a long tail to capture any fringe interest and pander to search engine algorithms.
After that, I updated the first paragraph of the post to make sure that the keyword was included in the first 100 words. This, too, wasn’t a major undertaking; I just extended the final sentence to include the keyword at the end.
The only other content-focused update was to the slug of the article; what had previously been “/tips-for-proposal-writing” became “/how-to-write-a-proposal”.
Admittedly I also added a new paragraph (clocking in at a whopping 55 words), but the only real purpose of that was to include a deep link.
See? Told you it was easy.