I’ve been writing marketing articles and tips for over six years, and posting them on my blog and website. It’s been a successful marketing strategy to build brand authority, organic SEO, and get recognized as a Top 40 Small Business Marketing blog. It takes time, effort, and discipline to write consistently, but I love writing and my community.
Whether you’re just starting out or have hundreds of blogs in the bank, how can you refresh content to get the biggest bang for your buck – for readers and SEO juice?
7 Ways to Breathe New Life into Old Blogs
- Correct errors. This seems obvious, but everyone makes mistakes. Correct any spelling or grammar mistakes you publish; they diminish the importance of what you say. If possible, it’s always good practice to have someone else proof your copy. Editing and proofreading are critical for bloggers, especially if you want to be taken seriously.
- Scrub references that date your post. If your post mentions snuggies, crocs or iPods, it’s well past time to update. Unless your intent is to recast your blog post into a history lesson, data from 2012 also needs to go. Find updated sources of the same data. Here’s how to find accurate and compelling data so you can write a credible, informative and persuasive message.
- Push for page 1. Use an SEO tool like Moz or your Google Search Console to ID blog posts that rank on page 2 of the search results. These pages are your best candidates because they likely have the potential to rank on page 1. They might just need a push to get there. Update posts, beef up your keywords, and watch for upward motion in your rankings.
- Hunt down more backlinks. Getting quality backlinks to your site is a great way to raise your page rank and get more visibility in search results Once you’ve updated a blog, use a backlink checking tool, like Ahrefs, Majestic SEO or Banklink. Look for competitors that are linking to other sites with similar content that hasn’t been updated. Let them know they’re linking to old news and offer your now up-to-date blog post as an alternative. Odds are, they’ll happily link to your post.
- Refresh pages that already have great backlinks. Look at the posts where you’ve been most successful in getting really good backlinks. These should be at the top of your list of to update. Google already gives these posts high scores for authority. Give them a fresh coat of paint and watch them climb. Check out these 13 ways you can improve your backlinks.
- Pick a keyword to target. Use leading SEO tools like MozBar or SEMrush to see if your Domain Authority, Page Authority or Keyword Difficulty scores are comparable to other results currently outranking your post. If you find a keyword with decent volume that’s currently ranking in the top five, think about a blog refresh to make it the number-one spot.
- Target secondary keywords. After you’ve researched and selected your target keywords, dig a little deeper and identify other potential keywords to include in your updated post. Secondary keywords give your blog an extra shot of SEO juice by adding even more context to your content.
Google is always scanning content for clues about its context so that it can deliver the most relevant content to each search query. Scroll to the bottom of the search and check out “searches related to.” Are there related keywords that may be worth including?
Write new quality content as part of your marketing plan, but don’t forget older blogs. A simple refresh can make them popular again (and save you a ton of time).