At BlogWorks we love to see results.
Especially when the results are fast.
And we really, really love seeing client results when we’re using one of our favourite techniques.
What we call re-loving old posts.
The idea is simple…
If you have been blogging for a while, your inventory of posts will have been indexed by the search engines. In other words, Google will have decided how to “rank” your blog posts against all the other posts about similar topics.
This is why some of your posts show up on the first page of search results and some on the 13th page.
Updating old content can fix that.
Let’s start with why updating old posts works.
Why you need to update your old content to increase blog traffic
The strategy of updating old content to increase blog traffic works best if you’ve already published at least two dozen blog posts. This post explains in detail how to use this strategy.
Here are the most important reasons why we love this strategy. Book a call today to learn if this can work for your business.
1. Better click-through. When you update that old content you improve your click-through rate – the volume of people who choose to click on your article – simply because the date is more current.
2. Google likes fresh content. One of the many factors Google looks for in posts is how fresh is your content. When you update your old posts you also will update the publish date. More recent equals more results.
3. Improve your title. Your post title tells readers what the article is about but also should attract and intrigue the reader enough to want to jump in. Now is the time to turn that boring headline into a killer question, or use any of the 5 techniques described in this article.
According to Convince and Convert, a great title is clear (what will I get if I read this?) but intrigues the reader to dive in. Remember, you are competing with everything else on their phone or laptop – you need to get and keep their attention!
4. Fix grammar and spelling. Updating your old posts gives you a chance to catch those spelling mistakes or tighten up the grammar. A quick improvement is to remove the word “that” – it will make your sentence read better and improve the flow of your post.
5. Link to “revenue” pages. Here’s a quick test: in the first third of your article does you post link to at least one “revenue” page, like a product or service page? When you update the old post, also update internal links to your site.
6. One less article to post. Updating an old post takes a fraction of the time it takes to write a new one. Many of our clients combine one new article (we do that as well!) with one updated article each month.
Now that we’ve looked at the reasons, let’s look at an example of how one BlogWorks client used this strategy.
The Speaker Exchange
Like many small business owners, Brittanny and Julie at The Speaker Exchange were aware of the value of content marketing, but needed an outsourced solution. They had been using newsletters to stay in touch with their audience.
They reached out to BlogWorks for a solution.
The goal was to create consistent inbound traffic using original blog posts targeted to the event planner audience. At BlogWorks we have a team of local writers, each with specialties.
We write blog posts for a wide variety of wonderful clients ranging from leadership authors and public speakers to cyber security experts. And in this case, we have writers who know the speaking industry.
The BlogWorks solution
The BlogWorks solution was to write one original post and to update one older post every month, plus promote the blog through social media. In the first 90 days, site traffic was up almost 30%! Even better, Sessions and Pageviews were both up over 20%.
A part of the solution was more consistent blog publishing, but the biggest results was from updating old content with better keywords, headlines, and content.
The client example we shared in this post could be yours(!) Contact us today to learn how to increase your blog traffic by updating old posts.
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