When you are a long-time blogger, you are eventually going to realize you have a lot of really good old content that is no longer receiving the attention it deserves. Or, maybe it is receiving a lot of attention but it could be working a little harder. There are several reasons to update old blog posts for better conversions, better branding and bigger profits.
Add to Pillar Content – You likely have a few posts on your blog that may be older, but they are still relevant and informative. Revisit these posts, make any corrections or updates and give them some new promotion. I have a few posts that I continually add to for easy reference. The Complete Guide to Starting a Free Online Business is one of them.
Change of Opinion – We all change our minds over time. If there are posts that you know are no longer good recommendations, revise them. You do not want to risk your reputation with bad referrals. Go back and add a note that your outlook has changed and there is a better alternative available.
Monetize Highly Trafficked Posts – If an old post is still receiving a steady stream of traffic, it is a good time to ensure it is working to its utmost potential. If there is a relevant affiliate product or service that applies to the post, add it.
Convert New Traffic Into Subscribers – Maybe your older post does not have profit potential. That’s okay. It can still do some dirty work. Add an opt-in box for your newsletter. Push your social profiles as a call to action. Get these new visitors into your inner circle through one method or another.
New Keywords – Sometimes you get your keywords all wrong. Sometimes you just publish without doing keyword research at all. If your analytics show a post is bringing you irrelevant traffic or there is a post you know should be performing better, update it with new keywords.
Reduce Your Bounce Rate – If you are a niche blogger, you likely have several posts that relate to the older post in question. Take a few moments to internally link to related posts. This not only helps from an SEO standpoint, it can also help reduce your bounce rate.
Fix Broken Links – Many businesses and blogs disappear over time. Take a moment to update broken links in your older posts. An easy way to find them in WordPress is with Broken Link Checker.
Fresh Update – One of Google’s latest algorithms loves fresh content. Updating your epic older posts may give them a little more search engine love.
Show it Off to New Followers – You have probably picked up a few new followers since that older post was first published. Once you have refreshed your content, send it out through your social networks.
Not every post is worthy of updating. Only spend time on those that are receiving traffic or you think should be receiving traffic.
Do you update older posts? Do you think you should?