Content That Is Still Relevant, But Under-performing
When researching your website content, you might find a piece of content that is still relevant to your business or industry but does not rank for any keywords or get much traffic. In this case, a refresh might be in order.
The main reason this might be happening is that the page isn’t flushed out enough for Google or your reader’s standards. A few years ago, a 300-400 word article would suffice for Google rankings. But these days, we are finding that more thorough articles are ranking better on search engines and giving readers the information they’re looking for. In fact, the average first-page result on Google contains 1,890 words.
Add more information and images to your to flush content out. While you are doing so, optimize the content based on keywords that you would like the piece to rank for.
Things To Keep In Mind When Updating Older Content
Once you are ready to dive in and start updating your online content, remember to keep these few items in mind.
Redirect Old Product Or Service Pages
Use a simple redirect when you have stopped carrying a product or supplying a service. You can lead the reader to the new product or service page, or a landing page that recommends alternative solutions.
Terminology changes frequently in this ever-changing world. It wasn’t so long ago that emojis were called “emotions”. Sweep through your site and make sure any outdated words are current.
Replace Old Statistics With New Ones
Don’t get caught with old statistics on your site. Take the time to find the latest optics to prove your point and include them in your site changes.
Amend Steps In How-To Content
The steps in How-To blogs change as new advances come along. Check and update any steps mentioned in the piece. Make sure you are still giving the best advice for the project you are walking them through.
Notify Readers Of Outdated Content As Needed
In the tech/software and industry, older blog content is often needed for reference to solving problems. Notify readers with an announcement on the top of the blog and point them to the current solution.
Optimize For Ranking Keywords
You might find that your page has started to rank on search engines for valuable keywords. Make sure to update the post with these keywords in mind.
Revise The Page’s Meta Data
If a blog needs to be updated, than most likely the meta description needs to be too. Make sure you change any outdated terms and include target keywords in your Meta Tags and Meta Descriptions.
Amend Broken Links
With changes to your site, there are sure to be broken links that need to be fixed. WordPress has a nice Broken Link Checker or you could use this Dead Link Checker for free online.
Create/Update Internal Links
A case study by Ninja Outreach was able to boost their organic traffic by 40% strictly through internal link building strategies. So, while rejuvenating your blog, create some internal links pointing readers to relative and important content.
Add New CTA’s
A nice addition to any blog is a useful tool that is relative to the blog. Consider including an option to download a white paper, case study, or worksheet that can assist them further.
Update Graphics and Alt Tags
As you’re sweeping through your post, make sure to upgrade any images that might be out of date. This would be a good time to check each images alt tags to make sure they are being registered by search engines as well.
Update and Republish, Then Share
After all of your hard work is done, republish your new and improved blog. You can post it right away or schedule it according to your digital marketing calendar. This is a perfect opportunity to also inform your fans that there is fresh content on your site. So send a notification to your email list and update your social media followers.