After publishing content on your website, you may be tempted to move on and forget about it. However, rather than let your old content languish, you can revisit it later and make sure you can still able to get utility out of something that you worked to create in the first place. Here, we give you some of our best SEO tips relating to old content on your blog and website.
As time passes, content on your site can become outdated, or maybe you have changed your brand in a way that no longer fits with the style of previous content you have created. You may lose valuable site traffic because of content that is no longer relevant. Periodically revisiting old content may help boost your organic traffic, increase your engagement, and help you rank higher on Google.
Before you start making changes, sift through old content to refamiliarize yourself with it. Make sure it is consistent with the image that your brand has evolved into. Make sure it has appropriate word count, quality, tone, originality, and SEO efficacy that aligns with your current goals. Once you have done this, you have to decide if you want to update your content or delete it entirely. Or if you are lucky, you may find that your content needs no updating at all.
If you have determined that your content meets your criteria enough that you are going to keep it, you can begin the process of updating it. Here’s how you can begin to do that.
Most importantly, check the accuracy of your content. If facts, names, locations or contact information have changed, make sure your work reflects that. You also will want to check your backlinks and internal links to make sure they still redirect to active and accurate pages. If not, either remove the links or swap them out for something else.
As of the present, you may also have a better idea of who your competitors are, at least in terms of who else shows up near your site on a search engine results page (SERP). Distinguish your content from theirs to make sure everything you produce makes you stand out.
As time progresses, it is likely that you will produce content that is repetitive to some degree. If some aspects of multiple pieces of content are still relevant and of sufficient quality for your brand, you can merge the best elements to create one cumulative piece. This is an incredibly beneficial practice for successful SEO.
Additionally, Google will update its algorithm to favor certain website characteristics in generating SERPs. You may want to revamp some of your older content to make sure it optimizes the latest version of Google’s SEO algorithm.
You may be hesitant to delete old content, but if it is too outdated or different from your current brand’s content goals, you may have to delete it. After putting in effort on the frontend, you may feel that you wasted your time producing the content back then if you are going to delete it now. Just remember that it did help you then, even if it no longer does. You have to weigh if it is worth the time and effort to update your content, and if not, you may just have to delete it.
Do not make the mistake of revisiting old content and then never doing so again. For this strategy to be effective, you must conduct it regularly, as it makes sense for your brand. Although this may sound daunting, it could end up paying dividends as you are still able to get clicks and visits out of old content at the rate you can with new content.
We know it’s a lot to take in, but lucky for you, we do all the above and so much more. If you want to learn more about what you can do with your old content, reach out to Connectica today. We have a team of professionals who will work with your brand on SEO strategy, digital marketing, social media promotion, content creation, video production, and more. We bring action to brands! Give us a call at 877-816-2259 to find out how we can help you.