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Refreshing Old Content: When It’s Worth It
Maybe you have a post on your website that has driven the most traffic since you wrote it. You notice all the traffic comes from search engines, and then suddenly is starts declining, negatively impacting your website traffic. A little refresh of the old content, a few tweaks, and suddenly the traffic doubles.
Imagine being able to increase website traffic to your old, but still relevant post, wouldn't that be a fantastic opportunity you don't want to miss out on? So let's take a look at why you should refresh old content, and when it's worth it.
When you refresh old, yet relevant content that has done well in the past, it offers an opportunity to bring it back to life, making it more relevant:
Before you get ahead of yourself and start refreshing all your old posts, you want to determine which content is worth refreshing in the first place. Some content may still be performing well, but there are those that have dropped in ranking and website traffic, showing you it's time for a refresh.
In order to refresh your old content, the Genie Crawl team recommend the following steps:
You cannot refresh all the content on your website at once, you will want to publish new and fresh content, while refreshing old content. It is a strategic approach. A content audit provides you with a picture of what is on your site, along with data for all the content, highlighting content that needs to be refreshed.
Identify if the keywords in the old content is still relevant and performing well. You may need to update your keywords, refocusing your content to ensure that it provides your audience with value.
Chances are if your post is more than a few months old, you need to update your SEO efforts. SEO practices are constantly changing, so you may need to update your meta tags, along with making your content more readable, such as adding subheadings, breaking up paragraphs, ensuring your visitors can read your content seamlessly.
Read through the piece and ensure that everything is still relevant. Update with the latest statistics, while ensuring all the internal links are still working. Take the time to revise your call to action, if necessary.
Its worthwhile updating your images when you refresh your content. This helps you ensure you upload images to the correct file size without compromising quality, helping to improve page speed. In addition to this, visual appeals can change and your visitors look at your image first, so ensure the image you have reflects the content you have created.
Take a look at your refreshed content and decide if it needs a video or infographic to help it perform better, while attracting your audience. Remember to use Alt Text for images, ensuring your images are accessible.
Yes refreshing old content does sound hard work, and you need to monitor your content regularly to identity when to refresh or not. Genie Crawl has an experienced team of content creators that will revisit your old content, refreshing it, and providing you with new and fresh content to keep your audience engaged, while appealing to search engines. Get in touch with us today, we would love to hear from you.
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