Are you sending potential new customers to old content on your blog that is out of date? Or, do you have old content on your site that never gets any traffic?Both of these things are bad for your site, so you need to do something about them.
Producing new content on a regular basis may not always work as you would expect it. A lot of blog content simply doesn’t generate ongoing traffic from Google search. This is why the most popular and high traffic blogs on the Web focus on quality over quantity. The Pareto principle applies to blogging as well, meaning that 20% of your articles will produce 80% of your traffic. So it makes perfect sense to make the most out of your older, popular blog articles.
You can easily go through your Google Analytics reports and look for articles that generate a lot of traffic and make a list and review them.
Now, let’s take a look at the top 5 reasons why you should republish or update your old blog content:
1. old content is driving large amounts of traffic, but it’s outdated
When someone finds your blog post through a Google search, they’ll get a bad impression if the content is outdated and irrelevant.
They’ll leave your blog immediately since you didn’t give them a reason to stay and further explore what you have to offer. This is not the image you want your target audience to have of you.
Put in some work to make sure you are providing your visitors with fresh content, regardless of when it was first published. In some cases, your older articles will need a few small changes to stay fresh which means you’ll just need to update them without republishing.
But if you’re making significant changes, it makes perfect sense to republish and then promote the article to get more eyeballs on it.
2. Your article is ranking on the second page of Google.
More than 90% of people do not click past the first page of the Google search results. Imagine how much traffic you’d be missing out on if your content ranked at the top of page 2! By updating, republishing, and promoting the content, you’ll get more shares and more links to your article which means you have a good chance of pushing it onto page 1.
If your content is not out of date you might just optimize it a little bit for SEO.
3. It’s a type of article that you periodically update
If you are writing about a topic that is prone to changes, you should update your article regularly to reflect those changes. For example, if you are writing about social media tools, with so many changes happening in that space you’ll want to make sure your content is regularly updated.
There are new tools coming out every day and old ones are changing as well. You don’t want people on your blog to read about the tools or features that no longer exist.
4. It is a valuable post
If you have a really important article on your blog that is a couple of years old but it effectively convinces your audience about the value you can bring to them, republish it! Even if the content is not outdated or irrelevant, by republishing it you’ll get a new set of eyes on the content.
Of course, you can look for ways to make the article better, like improving the images within the post or adding more content. You probably have more experience than when you wrote the post, so why not use that to your advantage?
5. To take advantage of Google algorithm changes.
Over the last couple of years, Google made a significant change to its algorithms, moving to a more semantic analysis of your content.
The search giant isn’t just focused on looking for exact matches of certain keywords in the content. Now it’s trying to understand what the content is about.
This means that you should focus more on a topic as opposed to keywords. You’ll still optimize your content for particular keywords, but you won’t use those same keywords over and over in your content. You’ll use related keywords and synonyms instead. Adjusting your old posts to this algorithm is a smart thing to do if you’re counting on good ranking in search results.
If you’d like to learn more about different ways to deal with outdated blog content, I recommend you watch my video below. I think you’ll find the tactics I share very useful!
If you have high-quality out of date content that is generating a lot of traffic to your website, don’t leave it as it was when you first published it and hope for the best. Revisit it on a regular basis and see what you can do to make it even better and more useful to your audience.