When it comes to optimizing a website for search engines, it becomes imperative to upload fresh, relevant, and high-quality content on a regular basis. Precisely, you keep creating new posts every day, your site develops piles of old contents, and the cycle continues.
But what happens with those tons of old posts? Do they really have any value after a couple of weeks of publishing?
The answer is ‘yes’, they can add to the SEO value of your website if identified, repurposed, and promoted the right way.
Ready to start your ‘hunt’ for the old contents with maximum potential? Check out the steps:
Conduct A Thorough Evaluation
Admit it. Not all of your website contents are equal in terms of providing value to your readers. So, how to proceed to be successful?
Well, audit before you extend. Thus, you will never miss the target.
Yes, you need to make a thorough audit of your website contents before extending their life. It is of utmost importance that you keep a close eye on your assets by reviewing your website in a regular manner. Not only to understand how well they are performing but also to evaluate which ones among them are ‘ripe’ enough for getting a ‘life extension’.
Following a systematic approach is essential to assess your old contents.
You will find some good old pieces that need to be restructured or updated in order to provide the best information to the readers. Some will need upgradation to become more relevant to your website.
And finally, there will be tons of pages with amazing past performance metrics that can be repurposed as well as promoted to expand your outreach. These are those ‘potential’ old contents that you need to consider for maximizing the SEO value of your website.
How? We will be discussing it in the next points.
Meanwhile, you should know what to do with the remaining contents that are up on your website but have outgrown their relevance to the readers in all ways. Set up and implement 301 redirects to take the visitors to fresh, relevant content and take the old pages down immediately.
Having only unique, informative, updated, and high-quality content on your website can improve your search rankings to a great extent. If some of your old contents are not adding value to your readers, keeping them live will be of no use.
Upgrade Your Old Contents
So, there are your old, ‘ripe’ contents that are all set to get a responsive and search engine-friendly makeover.
Ah, did we sound a little too pushy?
We are actually not, you see. What we wanted to point out is that the contents you have picked need to be reconsidered in order to make the best use of them.
Let’s dig a little deeper into the fact.
During the audit of your website content, you must have come across a number of posts that, some time ago, garnered quite a lot of attention. However, they lost their touch gradually as the interest of the readers dropped over time. Your focus will be to revive those ‘once-major-performers’ by updating or upgrading them as needed.
Spend time to review the past performance metrics of those pages and their contents as well. Then, invest some more time to upgrade them and gain competitive advantage. Here are the choices you can make:
- Research and find out the most effective long-tail keywords for your posts and incorporate them into the content organically.
- Restructure the existing content of the pages to reflect quality and freshness.
- Include valuable information regarding latest trends and happenings
- Cite enough data or statistics to support your arguments.
- Use short and concise sub-headers to divide your contents into multiple sections.
- Add eye-catching visuals to make your posts attractive.
- Link to some rich contents created by pros on the same topic.
While keeping up the flow of fresh content on your website by upgrading the old ones, make sure that you do not change their URLs. This will maintain the seniority benefits of your posts and help you get the most out of your optimization efforts at the same time.
Endorse Your Upgraded Contents
Now, your old, ripe contents are ready to be ‘harvested’ and you should leave no stone unturned to reap the benefits.
Yes, you got it right. We are talking about the promotion of those evergreen assets in order to drive more and more traffic to them.
The reason is pretty simple.
You have repurposed the content, made it relevant, and brought it back to life. So, why don’t endorse it once more and regain the lost attention?
Explore a few ways to promote your repurposed contents:
- Choose your preferred social media platforms, find the most suitable content format for each of them, make logical modifications to your content structures in order to feed the target audience, and post periodically
- Create email campaigns and mention the links to your repurposed contents in them
- Select a few specific topics, prepare a series of high-quality posts on each of them, and promote for target groups of audience accordingly
- Atomize your long, text-heavy pieces of content into shorter versions, which are mostly optimized for different social channels
Though the increase in page views does not have a direct effect on the ranking of a website in SERPs, it can boost the organic social share to a huge extent. This is crucial to enhance the on-site engagement, which is certainly helpful for adding SEO value to the site indirectly.
Endorsing restructured contents will also keep people clicking around your site, thereby reducing your bounce rate drastically.
Wrapping It Up
Old yet powerful contents, if repurposed the right way, can live up to their potential and give your website some serious SEO values. If you are yet to pay attention to your old ‘powerhouse’ of content, it is high time that you change your strategy.