Creating new and engaging content for your website takes a tonne of time and effort.
While new content plays a crucial part in your website’s SEO rankings, many businesses fail to understand the benefits of repurposing old content.
Recycling old content on your website or blog can help to breathe new life into pages and boost your page rankings in the process.
Benefits of refreshing old content
Upgrading old content can help strengthen your overall content marketing strategy and improve your website’s traffic.
Below are just a few reasons how refreshing old content can improve your SEO rankings and page visibility.
- Up to date content is likely to be ranked higher by search engine algorithms.
- Including new targeted keywords can help to ensure that your content is more relevant to both users and search engines.
- Updating old content helps to improve trust and credibility with users, resulting in more content engagement.
3 Tips to freshen up old content
Our 3 easy to follow tips will not only help you stop stressing over new things to write about, it will also give your old content a new lease of life.
1. How to select pages you should update
The first step when refreshing old content is to find content that has room for improvement.
There is no point in spending time and resources refreshing old content that is no longer relevant or has little to no demand.
One of the easiest ways to select pages to update is to use Google Search Console.
Google Search Console allows you to view and measure your sites search traffic and performance. It allows you to see clicks and impressions on your blog posts which is helpful when determining which old content to repurpose.
For every search, Google lists 10 search results/listings per page. When choosing old content to refresh, we recommend focusing on pages that rank on page two or three on Google search.
Why? Most users will normally stay on the first page of results when searching, in fact almost 92% of searchers will not go further than the first page.
By refreshing this content you can help to improve its chances of featuring on the first page, thus improving its visibility and traffic.
2. SEO & keyword research
When refreshing old content it’s important to only use keywords that are natural and relevant to the content.
We recommend using a tool such as Google Keyword Planner. This will help you discover what keywords are being searched for in relation to your old content. Once discovered, you can include them in your repurposed blog content.
However, avoid over-stuffing or heavily using keywords in your old content. This is commonly considered webspam or spamdexing by Google and can result in your content being penalised.
The usage of long-tail and short-tail keywords is also a great way to freshen up your content and will help to improve your on page SEO.
3. Create infographics from your old content
Infographics are a more attractive and an extremely shareable alternative to text heavy blogs.
They allow data to be easily consumed in a more colourful and visual format while also enhancing your pages SEO.
Creating an infographic that easily summaries the key points of your old content can make it more visually appealing. It’s also easier to understand and is more likely to be shared on social media by readers as a result.
Infographics can also be used on your businesses social media pages to promote refreshed content and improve your brand awareness. They are a fun and engaging way to connect with users who previously may have overlooked your content initially.
Check out The Unit’s marketing blog for more helpful tips.