When you’ve been blogging for a few years you’ll end up with an ‘archive’ of content and over time that archive can become a challenge to maintain and one in which you probably want to pay attention because it’s often posts in those archives that end up generating a fair bit of traffic – particularly from search engines.
In this post, Darren Rowse shares the reasons you may want to update old post and gives you suggestions.
You’ve got top-performing content on your site that does really well. Maybe it’s highly converting, maybe it garners the most qualified traffic — but it’s just sitting there gathering dust. Isn’t there something else you can do with content that’s clearly proven its worth?
As it turns out, there is! In today’s Whiteboard Friday, Moz’s resident SEO and Content Architect, Britney Muller, shares three easy steps for identifying, repurposing, and republishing your top content to juice every drop of goodness out of it.
All content has a shelf life. Even some of the most evergreen content will decay in time. However, this doesn’t have to mean you lose out on that traffic forever. With the proper strategy and maintenance, you can actually reverse the decay of content and re-optimize old posts to perform better than ever before.
You wrote it years ago. It did well at the time. People liked it …and clicked, opened, commented and shared it. But then you and your readers moved on. You never looked back.
But maybe it’s time to revisit those old articles. Maybe it’s time to update old blog posts and republish them. Maybe bringing old articles up to date is the best move we can make as content marketers.
The longer you blog >> the more you learn >> the better you get. I’m sure you have old posts that are built around good ideas. It’s just that those ideas are wrapped in enormous paragraphs, illegal photos, and terrible SEO. Give those ideas a chance to live + breathe + reach new people!
Readers want obvious, helpful titles, in-depth tutorials, short + readable paragraphs. Thankfully, it’s not hard to rework old blog posts to meet today’s standards.
Here’s a quick exercise that Darren, from Problogger, encourages you to do every now and then. Identify a post in your archives (preferably something that is a year or more older) and then ask yourself these three questions