In the stone ages of digital marketing (circa 2004 or so), constant blogging was all the rage in the online world. Those in the web game professed that this was not only the best way to drive substantial traffic to a website, but to increase sales as well. At first, these claims were true. Over time however, marketers came to value quantity over quality ultimately diminishing the benefits derived from reading the content in the first place. Google and the other search engine giants reacted by adjusting algorithms to emphasize helpfulness, trustability and value in their ranking factors. Even though most webmasters and marketing pros have caught up to content-related changes, past blog posts can still be viewed regardless of how long ago it was posted. In our conversations with other entrepreneurs and creatives, we've discovered that most are worried that their previous efforts are now meaningless or damaging to their SEO efforts given current algorithmic requirements. Fear not! Old blogs can still be beneficial, even providing new SEO value with a little digital TLC. Continuing to focus on quantity instead of quality will diminish the content's overall reach and visibility, while also restricting its crawl efficiency. As a rule of thumb, it is better to have 50 good pieces of content than 5,000 mediocre ones. Google will definitely take notice if a site is lacking valuable content, eventually spending less time combing and indexing it in the first place.
From the perspective of the human viewer, revisiting old content is a wise marketing strategy as it helps to reaffirm to your audience that you are an expert in your given field. Additionally, editing and optimizing existing posts will showcase your updated professional knowledge while also making your brand easier to discover. Before we dive too heavily into our list of reasons why curating old copy is worthwhile, let's take a step back. If you previously decided that investing in content creation is beneficial, then it would make sense to spruce posts up a bit. This way, you can be sure that the most value is being derived from your efforts and that these resources aren't impacting your marketing campaigns in a negative way. Ready to take the plunge? Here are the key steps and tasks you need to tackle in order to make old blogs produce new value.
getting started: organize & analyze
revamping old content: three key steps
measuring your success
Just because you create content and make it a point to keep it fresh doesn't mean that your work stops there. The only way to determine whether your efforts were successful or not is by paying close attention to your website's data afterwards. In addition to monitoring organic sessions (specifically those organized by landing page), it is also important to designate and measure specific conversion goals as well. Remember: website traffic is great and all, but generating revenue online is the overarching goal of any digital campaign. If you don't see immediate results, don't worry. Google typically take a few months to fully index new content and assign authority and rankings to it. In the meantime, continue creating content users find helpful and the search engines will certainly follow.
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