Yes, if you’re not updating your old content, you really need to start. Why? That blog post from seven years ago is likely not doing much for your site, but that doesn’t have to be the case.
Think of it like this: when you’re browsing Google, are you more likely to click on something from two weeks ago, two months ago, or six years ago? Exactly. But updating your content is not as simple as just changing the publish date (though that certainly can help).
In this blog, we will discuss how often you should be updating your content, how to update it to maximize SEO, as well as how to choose exactly what to update. Let’s dive in!
How Often Should You be Writing New Blog Content?
In the past, the norm was to flood the digital world with blogs. But let’s face it—times change, and what used to be the go-to strategy isn’t cutting it anymore.
So how many blogs should you put out? We suggest publishing a new blog – maybe two at times – per week. Don’t tell your writing team to celebrate just yet; there is more to the process than just creating brand new content.
Instead, we found that what works best is redirecting some of the time and energy your team would have spent writing entirely new content to updating your old content. Let’s take a look at why.
Why Should You Be Updating Your Old Blog Posts? And, How Often?
Semrush notes that 53% of marketers saw their engagement rates increase after updating old content, while 49% saw an increase in traffic.
But, how often should you update your old blogs? To simplify our approach, we break content into two distinct categories:
- In fast-changing industries like technology, digital marketing, or legal fields, updates might be needed more frequently, perhaps every 6-12 months, to ensure the content remains accurate and relevant.
- For more evergreen topics or slower-changing industries, updates may be less frequent, maybe once every 1-2 years.
Choosing Which Blog Posts to Update
Managing content updates can feel like a juggling act, especially when there’s a constant flow of new posts in the pipeline. But to make the most impact, start by prioritizing the content that promises the most value post-update.
Google Search Console
A nifty way to pinpoint prime candidates for updates is via Google Search Console. Head to Performance > Search Results > Queries and sort by impressions. Keep an eye out for those posts with high impressions but low clicks.
Why does this matter? Well, it suggests that while your content appears in search results, it fails to entice clicks. It could be outdated, irrelevant, or simply not hitting the mark with user intent. Revamping these posts can work wonders, boosting their click-through rates (CTR) and driving more organic traffic your way.
The Comprehensive Content Audit
Now, don’t just stop there. Conduct a thorough content audit to spot the posts begging for a touch-up.
- Outdated Content Elements: Snag those old stats, stale references, or tired images.
- Evolving Subjects: Keep an eye on industries or topics where new research or changes have taken place, benefiting your audience.
- Keyword Evolution: Watch out for content linked to keywords that have lost their search volume mojo.
- Languishing CTAs and Meta Descriptions: Don’t overlook the powerhouse of conversion-driving calls-to-action and enticing meta descriptions, especially for those high-impression, low-click posts.
Spotting any of these red flags? Bingo! It’s a strong signal that these pieces could use a bit of extra love.
Key Strategies for Updating Old Content
Updating old content isn’t just about a fresh coat of paint; it’s about reviving its relevance and impact. Here are key strategies to breathe new life into your archived gems:
1. Refresh the Published Date:
Updating the publish date after adding new content signals freshness to both search engines and readers, showcasing the content’s relevance.
2. Enhance Click-Through-Rate (CTR):
Revamp meta titles and descriptions using power words, numbers, and compelling punctuation to boost engagement and entice clicks.
3. Quality Assurance:
Correcting grammar and spelling blunders doesn’t just aid readability—it indirectly enhances SEO and ensures a smoother user experience.
4. Update and Fix Links:
Ensure all internal, external, and broken links are functional and relevant. Adding internal links to updated content amplifies its visibility and user experience.
5. Optimize Article Formatting:
Craft a clear and concise structure, pepper shorter sentences, weave in multimedia elements, and spotlight key points for improved readability and engagement.
6. Expand Content Depth and Breadth:
Dive deeper! Expand content coverage and provide comprehensive information to elevate its value and relevance.
7. Infographic Excellence:
Bring in updated, high-quality infographics to add depth and visual appeal, making the content more engaging and informative.
8. Incorporate Recent Data and Insights:
Integrate the latest data and insights to keep the content fresh, relevant, and valuable for your readers.
Updating old content is more than a touch-up; it’s an artful fusion of relevance and user engagement. These strategies ensure your revamped content shines bright in the digital universe.
Marketing: It’s What We Do Best
The goal of an outsourced digital marketing agency is to understand your business and your brand voice to then let the world know how awesome you are.
We start every engagement with a Brand Storytelling Session where we identify your unique brand voice. Then, our team uses bi-weekly client calls, Monday emails, and content calendars to make sure you know what’s happening, always.
We have monthly reporting where we let you know what the return on investment that you’re getting is from your relationship with us.
Of course, there’s always a team member available to you just a call, email, or even text away. Not to toot our own horn, but we’ve been told on multiple occasions that our bi-weekly calls are their favorite calls!
Happy with the direction we’re headed in? We’ll keep running that way. Want to tweak something? More than happy to adjust.
We’ll bring you fresh ideas from our kick*** creative team from a relationship built on trust. Because that’s the beauty of digital marketing.
For those who are interested in learning more about the difference between outsourced marketing and in-house marketing, read on here.