Historical optimization in simple words- “Update, tweak, refresh your old content as new trends to generate more traffic and new leads”.
Are you thinking whether old blog posts on your website need historical optimization or not?
Answer the following questions:
Do you have a significant amount of organic search traffic?
Do you have a substantial base of blog subscribers and social media followers?
Do you have a sizeable repository of content worth optimizing?
If your answer is “yes” read further to learn why and how you can SEO update past content:
Google algorithm and other search engines reward updated, fresh and relevant content by ranking the post higher in Search Engine Ranking Pages (SERP).
Building upon existing search authority and not starting from scratch.
By updating the information on your blog posts you provide more engaging text to your readers, resulting in a low bounce rate for your website.
Once the is SEO updated with relevant keywords and ranks higher in search, it gets New visits which help in getting New Links and New Shares resulting in New leads.
Let’s us now help you with few strategies for optimizing the past content:
Identify blogs worth updating -Conduct a content audit periodically (weekly, monthly, or yearly) suitable for your business. Choose blog posts by their Ranking in Search engine Page using Google Analytics or Google Search Console. Updating the blogs which rank High in SERP with high the Click Through Ratio and low-rank blog posts which have the potential to improve and attract more followers.
Optimize for Search Intent– The old blog post was written as per the prevalent trends at that time. It is a good strategy to SEO update the post as per current trends:
- Research and update high-performance keywords in Title, Meta Description, Title Tag, Introduction, Paragraphs, and conclusion. Remember avoid keyword stuffing.
- Introduce long-tail keywords and question/answer format to optimize your blog post for voice
- Update your blog post for your latest CTA like a chatbot, pop up subscription box, etc., following social media handles.
- Optimize your blog posts for Local Search.
Optimize Links: Revisit your old content to identify and remove dead links, insert new internal links or referral links. Link building is an essential part of a successful SEO Strategy.
Optimize Visual Content: It is important if the images, videos are of a similar theme, color, and fonts. It helps your followers to identify your brand across websites and social media channels. Update the images and videos, compress the size and utilize the title, caption, Alt text, and description for SEO.
Do not forget to republish on your website, promote the post on social media, and send an email to all your subscribers.
Do not leave writing new blog posts for old blog optimization. It should be an important part of your content strategy and not your whole strategy.
Written by Tarundeep Kaur, freelance content strategist and writer passionate about SEO and Social Media Marketing, Plano Texas. You can reach me on Linkedin.