As marketers, we’re content creation machines. We create new blog posts, emails, guides, and website content to attract new prospects, nurture leads, and delight our customers. But we sometimes forget there’s priceless gold currently living on our website that just needs a little love to flourish. To realize your content’s existing potential, start by examining old blog posts.
You may be thinking, “They’re old posts! How in the world are they going to make any difference?!” Well, a 2015 HubSpot statistic noted that 92% of their leads came from “old” blog posts!
The opportunity is there – you just have to be willing to put in a little work. It’s not about reinventing the wheel; it’s about maintaining and polishing the wheel to optimize its effectiveness and ensure its longevity.
Continue reading this blog post to learn three value updates you can make to your old blog posts today to help increase website traffic. You’ll also learn about something to avoid.
Every day, we become smarter about what content attracts our buyer personas. When I go through old blog posts, nine times out of ten, I notice that my keywords can use some updating.
In most cases, updating the keywords requires minor content tweaks, but it’s completely worth it. Keywords are the lifeblood of how prospects find content online, so having a solid keyword strategy with consistent keyword research and actively optimizing content for said keywords makes a difference.
Also, don’t forget to explore the power of long-tail keywords, which are detailed queries that indicate a prospect knows exactly what information they’re looking for and are further along in the buyer’s journey.
Examine best practices
Remember the days when shoving as many keywords as possible into a blog post was considered a best practice?
SEO best practices have evolved over the years, so your older blog posts could be hurting you. Examine well-performing blog posts from the past to see how you can improve them from the new best practices.
You should especially ensure that your:
- Target keyword is in the page title, meta description, H2, ALT image, and blog content
- Blog post contains a CTA that’s relevant to the content of the blog and is embedded near the middle of your blog
- Blog post covers ONE topic
- Spacing and readability of the blog post is visually appealing
If you’re a Facebook user, you’re used to the “Facebook Memories” feature that shows you what you posted in years past. Ever come across a memory that makes you cringe because of grammar, spelling, or the content in general?
Blog posts are the same.
You may have blog posts that get strong organic traffic but are no longer accurate, have errors, or can simply be improved – and these are the blog posts that are thirsty for content updates. If you’re revamping the content, it’s a best practice to update and republish the blog post as new.
What you shouldn’t do
It’s important to know what blog posts to optimize and which to leave alone. Obviously, in a perfect world, all blog posts should be updated with best practices but, depending on how long you’ve been blogging, this may be too massive of an undertaking.
Instead, focus on the blogs that performed the best and still attract new visitors; there’s no sense in updating an old blog post that was viewed 17 times when you have another one that was viewed 417 times. Choose your battles, so to speak.
Has updating old blog posts helped to increase your website traffic? Do you have more updates to share? Sound off in the comments below! And if you don’t know where to start with blog updates, drop us a line – we can help!