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If you have been blogging for a while you have accumulated many blog posts over time. Once they gained a lot more traffic but with time it just slowly decreased. In this post, I want to show you how to update old blog posts in a way that will increase your page views.
In fact, this is one of the quick-wins in blogging. You don’t always have to write a new blog post to be ranked higher in Google. Sometimes it’s enough to freshen up older content with new keywords and links for it to bring in new readers.
Why you need to update old blog posts
Over time, blog posts might get old. Even the evergreen posts might lose a bit of relevance.
How can that be?
The links might get broken, if the product or page that you were linking to have been removed or changed.
The information itself can get old, as the new research or products become available making the old ones absolute.
Or the post might lose the SEO ranking just because there are more new posts about the same topic that are more relevant and thorough.
So it’s a good idea to include refreshing old blog posts in your schedule, as it might require a small effort and bring a lot of value in terms of ranking in Google.
How to find old blog posts which need updating
In the ideal world you would like to keep all your blog posts fresh, but let’s be honest, there are more important tasks in your life.
So how do you choose a blog post that deserves an update?
The best ROI you can get for updating older blog posts which previously had more clicks to your blog, but now have declined. An easy way how to find these is by looking at your search performance.
Go to Search results -> press Date: Compare -> then in the date range choose tab Compare -> select option “Compare last 3 months year over year”.
This way you will get a list of queries and pages which you were ranking for a year ago and now. You want to list for updating the posts that have declined in clicks and impressions since the previous year.
You’ll also want to update blog posts that have been updated more than a year ago or contain outdated information. But these are lower priority than the blog posts that could potentially lead more readers to your blog through he search engines.
What to update in a blog post to increase SEO traffic to your blog
It doesn’t really count as updating if you only switch up some words and sentences in a blog post. Google knows how the post looked like previously and what the changes are. And it won’t be impressed by tiny updates.
What you want to update are the things that can really affect your SEO.
Think about the same things that you pay attention to when writing a new blog post: keywords, links, social proof that your post resonates with people and is being shared on social media.
Check any links that you have in the blog post.
Are they still working? Are the linked items still relevant and working today? Are there any newer and more valuable resources to link to now? If yes, then you might want to update the links to more relevant ones.
Another thing to check is whether you have some blog posts on your own blog which are related to the topic but haven’t been linked. It’s a good idea to interlink your own posts, as you want your visitors to open as many of your posts as you can get them to.
But be careful when changing the links to your own posts. Interlinked posts give value to the post that you are linking to, so removing such a link might devalue the other blog post. This is not an issue if the other post is not really generating any traffic.
Add new and additional information
In SEO it’s more about the quality than quantity. You want to have blog posts that are thoroughly informative and can compete with other blogger’s posts in the same niche.
A good way to grow the quality is to occasionally add new paragraphs in your older posts so that they would give more thorough answers to your reader’s problems.
Where do you get the ideas on what to add to the post?
I like to let Google itself show me what it thinks that people will search for. One way to see the search terms is in the “related searches” box. Just be careful to use these keywords in a natural way, not exactly as they are worded by Google’s automation.
You can check Google’s “People also ask” block for some ideas.
I like to use the AlsoAsked tool to expand my blog posts as well. Not only it does look cool, the tool also gives some valuable ideas on what to include in a post to make it longer.
Add links to your blog post from other posts on your blog
Interlinking your blog posts is important, as it shows to your readers that there are more pages to read and shows to Google that you are an expert in the topic with several related blog posts about it.
If you are updating an older blog post chances are that you have similar relevant content on your blog which is not linking to the older post. It’s a good idea to update those posts as well to have links to the post which you are working on.
Re-share the updated blog post on social media
You probably have a strategy in place for sharing a newly posted content, right? The same applies to the updated older content as well.
A part of the update can be renewed Pinterest graphics, which would potentially lead to more traffic from this platform. Another thing that you want to emphasize is the newly added content to your post.
What you shouldn’t update in an old blog post
There are a few things that you should be very careful about.
Do not update the post URL, as this might lead to more broken links to the post.
Be careful with updating the title and existing headers. You might think that you are adding more relevant keywords there, but it might as well decrease the rankings with Google.