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. A few times per year, give them a read to make sure the information is still up-to-date. Make any corrections or updates and give them some new promotion.
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. If you have a product you have created for sale, make sure you add a note to the bottom or the middle of the post letting new visitors know. We don’t always want to push a sale in every new post we create, but there’s no harm in adding a few side notes to exisitng content that may only be seen going forward by one-time visitors.
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. Make sure your meta description and image Alt Text matches the changes.
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. You can also add a You May Also Like list or image collage to the end of the post.
Fix Broken Links – Many businesses, affiliate programs 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. Add it to your weekly newsletter.
Repurpose It for More Mileage – Some visitors like to read. Some like to listen. Others like to watch. Take your most popular posts and turn them into a podcast or Periscope broadcast. Another great benefit in addition to attracting new visitors is getting your audience involved. On Periscope or Facebook Live, viewers can ask questions and give feedback. It’s a great way to nurture a relationship.
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?