Why do many SEO focused guru’s and marketeers not have a method for updating blogs and content that is already posted on a site?
The clever and savvy digital marketer is now utilising content that has already been written and just updating and “thickening” it. Most mature websites have a wealth of material already posted on the site, and it is a crime simply to ignore it languishing in the archives.
There is a certain Power Law that can be put into rule re content, and it states that a small number of older posts drive a significant percentage of traffic. This happens even if their previous content creation efforts were uneven and not particularly SEO based. If these posts are updated then it is expected that you can achieve an extra 15-30% increase, which is highly significant considering that these posts already represent a significant portion of traffic.
What Should You Update
Fistly concentrate on the posts that already drive significant traffic to your site. Particularly if you have older blog which is still popular driving traffic.
If you have limited organic traffic then you probably do not need to do anything in this respect, just put all your energy building back links and growing overall general traffic.
Updating and Fleshing Out Old Posts
Just be a little cautious how you go about this task. If you are updating internal links or building new external links and trying to push a page up a few notches for a limited term, you may end up in devaluing older anchors that give the page relevance.
Plus if you are updating a page that does not need freshness it also may not be a good idea, for instance a technical page / white paper may be driving significant traffic already, messing around with it could be a detrimental thing to do.
Be careful on your updates, as if you deviate too much from the core focus should be on, you may end up pulling the theme of the page, and directly affect your rankings.
Updates On Timestamps
Switching the time stamp that populates on your blog posts from “published on” to “last updated” is a good way of showing that the content is fresher, particularly if you make changes to the blogs.
Add Links To External Resources
When you update an existing post a good way to bring more content and make it valuable is to focus on more external resources.
- Update new with old data, swap out old reference for a new one.
- Include new research, the latest way to do something for example.
- Provide additional reference sources.
Link The Page Internally
The easiest links to obtain are those from other pages on the same site. Look at the highest and most linked-to pages and add internal links from key pages back.
Share On Social Media
Once you have updated your posts, try also sharing it on social media. Don’t even pretend it is new, just write a proviso that it has been updated. You can also consider some targeted paid social ads to make sure you get in front of the right audience.
Consider Updating The Title Tag
Finally by making your title tag “more clickable” or by utilizing some key modifiers can be extremely helpful in driving extra traffic. Just take care you do not undermine your current rankings and click through rate.
Voova Digital are the experts in everything concerned with digital marketing and their experts can show you the right ways to achieve all of the above, contact us today to start your discussions.