Just because you’ve written a blog post, published, and promoted it doesn’t mean that’s it’s done forever. Your older blog content can still be very valuable, both to your readers and to your business.
This is doubly true if you have older posts that are still sending your website plenty of traffic.
Below we look at why updating your older blog posts is important and how it can be valuable to your business.
1. Creating New Content Takes Time
Creating new content for your blog can be a very time-consuming process. So, instead of having to reinvent the wheel every single week, why not just reinvigorate an older post.
If you have older content that receives a decent amount of traffic or was pretty popular, then you can give your piece of content a second life. It will look like a new post on your blog, Google will take note of it, and any readers who might have missed the post the first time around have another chance to read it.
2. Content Freshness is Important
Google loves fresh content, in fact, it’s part of its ranking algorithm. This is especially true for niches where content can become outdated rather quickly. Instead of letting your old pieces wither away, you can get a rankings and traffic boost by updating and republishing older pieces.
Make sure your content is fresh and up to date and republish that same post with a new date. Just keep in mind that your URL structure needs to stay the same, so you don’t lose any links it has accumulated.
3. New Content Can Convert Better
Typically, the content that’s ranking in the search engines tends to be newer content that’s been published in the past year or so. So, if you’re ranking, but the date attached to the post is quite old you could be turning off searchers from actually clicking through to your website.
One way to improve your CTA is to update your content and republish it with a fresh date.
4. Chances Are New Topic Information is Available
Google is going to value sites that provide the best user experience possible. And what’s one thing that greatly influences the user experience? The quality of your content.
If you’re looking to update an older piece, then see if there’s any new research that’s come out regarding your content or any new information that you can include.
Remember, the goal with your content is to provide your users with the highest quality and relevant information possible.
5. Give Your Keywords a Second Chance
Maybe you didn’t do enough keyword research for some of the easier blogs you’ve published. Well, now’s the time to update your old content with more relevant keywords or topics.
This will not only improve your chances or ranking for more keywords, but you can improve the relevance of your content to rank for more related keywords as well.
Or maybe you’ve uncovered different more profitable keywords in your time creating content and you’d like to rank for these topics too. You can transform your older posts to rank for these more relevant keywords by imprint gate onsite SEO and adding relevant sections that cater to the new keywords you’ve found.
Updating your older content can be a great way to bring more traffic to your site and improve the overall user experience. Hopefully, the reasons above will give you enough motivation to do just that.
If you’re interested in transforming your existing content strategy or want to create one from scratch, then reach out to our team today.