June 23, 2015 ByCheryl Dykstra
Blogging has been an integral part of some businesses like ours for many years now. But with the purpose of blogging and Google algorithms changing over that time, it leaves your blog looking very bleak and not bringing you much new traffic or leads. That’s why at Sales & Marketing Technologies, we have started implementing “historical optimization” by updating old blog content to meet the current standards.
What is Historical Blog Optimization?
In its simplest form, historical blog optimization is when you optimize your "old" blog content so it's fresh, up-to-date, and has the ability to generate even more traffic and conversions. An "old” post can be something that you wrote last month or three years ago.
Getting recurring, lasting value from old content is one of the main benefits of blogging. You want to create valuable content that begins generating a lot of traffic from organic search month after month after month.
Why it is Important?
With more and more content being created on the Internet, it is becoming more important to fully optimize your blog posts and ensure that you’re offering useful and quality content. Historical blog optimization is not only a way to get more out of the content you already have, but it also enhances your overall content marketing and gives you an advantage over your competitors.
In addition, it also keeps your company looking up-to-date. Industry standards and products change. If potential customers are going to continue finding your older content through search engines, don’t you want it to be fresh and up-to-date?
Updating and Republishing Old Blog Posts
Google’s ranking factors rewards freshness. By updating and republishing old content that is outdated or stale can increase their ability to be found in search engines. Here is how you can update your blog:
Step 1: Identify blog posts worth updating. This would ideally be posts that are outdated or can be improved in some way, and have the potential to rank higher for keywords whose search volume offers opportunity.
Step 2: Update the content of the post by achieving accuracy, freshness, and comprehensiveness. In general, you should strive to make enough noticeable improvements to a post that warrant republishing it as new.
Step 3: Conversion optimize and search engine optimize the post with targeted keywords.
Historical blog optimization is a great strategy for enhancing your current content and making it work harder for your website. It should not however, replace new blog content. Not only could you miss powerful opportunities to rank for new keywords, but you are also missing out on capitalizing on new topics or trends in your industry.
If you’re searching for help with your content marketing strategy or overall Digital marketing goals, contact Sales & Marketing Technologies today to get a free content assessment.