Revitalize old content to boost search traffic





Blog Date

June 2, 2024


UK, Manchester

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Revitalize old content to boost search traffic

Revitalize Old Content to Boost Search Traffic

Are you tired of watching your website’s search traffic dwindle, while your competitors seem to be thriving? Well, my friend, the secret to reviving your online presence might be right under your nose – your old content!

I know, I know, it’s tempting to always chase after the shiny, new ideas. But trust me, there’s pure gold waiting to be uncovered in those dusty corners of your website. And the best part? Breathing new life into your existing content takes a lot less effort than creating something from scratch.

Just take a look at what HubSpot, the marketing automation powerhouse, discovered. They found that a whopping 76% of their monthly blog views and 92% of their monthly blog leads came from old blog posts. That’s a pretty jaw-dropping statistic, isn’t it?

So, what are you waiting for? It’s time to unleash the power of your past content and watch your search traffic soar. In this article, we’ll dive into the five essential steps you need to take to revitalize your old content and give it a new lease on life.

Identify Your Top-Performing Content

The first step in this content revival process is to figure out what’s working and what’s not. After all, you don’t want to waste your time and energy on content that’s already dead in the water.

Grab your trusty tools like Google Search Console, Google Analytics, and Ubersuggest, and let’s get to work. These powerful platforms will help you pinpoint the content that’s already resonating with your audience and driving the most traffic to your website.

Look for articles that rank well for your target keywords and have the right search intent. Then, head over to your Google Search Console to check the average search volume for those keywords. These are the pieces you’ll want to focus on first.

Make Your Content More Helpful

Now that you’ve identified your top-performing content, it’s time to take it to the next level. The key is to make your content as helpful and engaging as possible for your readers.

Start by adding some interactive elements like surveys, polls, quizzes, or calculators. These features not only make your content more fun and interactive, but they also help you gather valuable insights about your audience.

Don’t forget to sprinkle in some proof points, too. Things like facts, statistics, data, and expert quotes can lend credibility to your content and help your readers trust what you’re saying.

And let’s not forget about the formatting. Break up your text with more whitespace, visuals, and clear subheadings. This will make your content easier to digest and keep your readers engaged.

Optimize for Freshness

In the world of search engine optimization (SEO), freshness is the name of the game. And that’s where your old content comes into play.

You see, Google’s search algorithm places a lot of emphasis on the recency of content. Searchers are more likely to click on something that was published recently, rather than something that’s been sitting stagnant for months or even years.

So, when you update your old content with new information, screenshots, and data, you’re sending a signal to Google that your page is fresh and relevant. This, in turn, can boost your search rankings and drive more traffic to your website.

But don’t just update your content for the sake of it. Make sure you’re adding genuinely valuable information that addresses your readers’ needs and questions.

Improve Your Content Structure

As the way people use Google search has evolved, so too must the way we structure our content. The rise of knowledge panels, featured snippets, and “pinball” searches has changed the game.

Nowadays, searchers don’t always process search results sequentially. They’re more likely to bounce around the page, looking for the information they need.

That’s where pillar pages come in. These broad, comprehensive pages cover a particular topic in-depth, with links to related blog posts. By creating a pillar page, you’re not only making it easier for your readers to find the information they need, but you’re also signaling to Google that your content is well-organized and authoritative.

Revamp Your Calls-to-Action

Last but not least, it’s time to take a close look at your calls-to-action (CTAs). As your content gets older, the CTAs you included may no longer be relevant or effective.

When updating your CTAs, try using more power words – those emotional, persuasive words that can really grab your readers’ attention. And don’t forget to put yourself in your readers’ shoes. Use language like “I want to” instead of “you should,” and focus on the key benefits of your offer, not just the features.

Don’t forget to add some trust signals, too, like privacy assurances. This will help your readers feel more secure about taking the desired action.

Breathe New Life into Your Content

There you have it, folks – the five essential steps to revitalizing your old content and giving it a much-needed boost in search traffic. It may take a bit of time and effort, but trust me, it’s worth it.

Remember, your content doesn’t have to be brand new to be valuable. By updating and optimizing your existing pieces, you can create just as much (if not more) value as you would with a shiny, new article.

So, what are you waiting for? Dive into your content archives, give them a little TLC, and watch your search traffic soar. MCR SEO is here to help you every step of the way.

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