Get New SEO Value From Old Blog Posts

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.
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.

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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.
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

Organize Existing Content

Before you edit or adjust anything, the best way to get started is accounting for existing content and organizing it. Creating a complete list of URLs and corresponding META information is crucial to successfully analyzing content and knowing what adjustments are necessary.

Furthermore, it would be wise to do a complete crawl of the website to gain a clearer picture of what its linking structure looks like. It isn't uncommon for these results to vary from what is visible in the content management system.
Before you edit or adjust anything, the best way to get started is accounting for existing content and organizing it. Creating a complete list of URLs and corresponding META information is crucial to successfully analyzing content and knowing what adjustments are necessary.

Furthermore, it would be wise to do a complete crawl of the website to gain a clearer picture of what its linking structure looks like. It isn't uncommon for these results to vary from what is visible in the content management system.

Analyze & Decide What Matters

After creating an inventory of current content, you must decide whether it is worthy of keeping or not. Assess each by asking the following questions:

1. Is the content beneficial to users? Does it solve problems or answer common questions?
2. Does it add value to your online authority? Does the content demonstrate your expertise? Does it offer backlinks, traffic or organic rankings?
3. Has it been checked for grammatical and spelling errors?
4. Is the content relevant? Does it contain current, updated information?
After creating an inventory of current content, you must decide whether it is worthy of keeping or not. Assess each by asking the following questions:

1. Is the content beneficial to users? Does it solve problems or answer common questions?
2. Does it add value to your online authority? Does the content demonstrate your expertise? Does it offer backlinks, traffic or organic rankings?
3. Has it been checked for grammatical and spelling errors?
4. Is the content relevant? Does it contain current, updated information?

revamping old content: three key steps

Edit & Adjust

The first step in giving old content a makeover always begins with a fresh look at the fundamental elements of the copy. Look for grammar, spelling and general writing techniques. Additionally, ensure that it makes a clear point readers will find useful (and is done so in proper English).

After sprucing up the verbiage, place technical elements needed for SEO purposes. Examples include proper title tags, META descriptions, header tags, alt tags and relevant linking structures.

The very last step is to give the visual look of the content some TLC. Although it may seem minor, adding calls to action, imagery, video or other eye catching features will keep readers engaged and on your website longer.
The first step in giving old content a makeover always begins with a fresh look at the fundamental elements of the copy. Look for grammar, spelling and general writing techniques. Additionally, ensure that it makes a clear point readers will find useful (and is done so in proper English).

After sprucing up the verbiage, place technical elements needed for SEO purposes. Examples include proper title tags, META descriptions, header tags, alt tags and relevant linking structures.

The very last step is to give the visual look of the content some TLC. Although it may seem minor, adding calls to action, imagery, video or other eye catching features will keep readers engaged and on your website longer.

Repurpose & Reuse

It's easy to find small mistakes in old copy, but not every post is going to need a serious overhaul.

Give new life to old content by updating the information, mentioning it in new copy or repurposing it to make a new point. Adding information about recent developments, evolved thought processes or opinions will give strength to your digital authority to search engines and human visitors alike.
It's easy to find small mistakes in old copy, but not every post is going to need a serious overhaul.

Give new life to old content by updating the information, mentioning it in new copy or repurposing it to make a new point. Adding information about recent developments, evolved thought processes or opinions will give strength to your digital authority to search engines and human visitors alike.

Share & Send

The final step is to share and send your refreshed content far and wide. If you've already devoted time and resources into creating and repurposing it in the first place, the only way to see a return on investment is by getting as many people to view it as possible. Whether you share it on industry relevant networks or branded social media channels, use the newly updated copy as a means of reconnecting visitors and reminding them of your expertise.
The final step is to share and send your refreshed content far and wide. If you've already devoted time and resources into creating and repurposing it in the first place, the only way to see a return on investment is by getting as many people to view it as possible. Whether you share it on industry relevant networks or branded social media channels, use the newly updated copy as a means of reconnecting visitors and reminding them of your expertise.

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.
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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For over a decade, District Maven has worked with businesses across the country to establish a formidable and profitable brand online. This is a responsibility that we take very seriously. Regardless of the industry or client, trust, respect and integrity are at the heart of every relationship we maintain -- and we wouldn't have it any other way.

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