SEO Strategies for Republishing and Reviving Content
Your website’s blog used to perform well, but lately, visits have fallen off. Your ranking on Google has plummeted, and you’re left wondering what to do. If the content you’re providing isn’t useful to your reader, they won’t visit your website. So now you’re thinking it’s time to update the content you have already written.
Reasons to Update Content:
You could keep writing new content. You should, in fact, but the truth is that your old content is still going to be there. The least you can do is make sure it performs to your liking. Original content becomes stale over time, meaning it’s less useful and entertaining for the user. This article reviews ways to recognize stale content and how to bring new life to your old pages so they provide the user experience Google rates highly.
Freshness matters. By keeping your pages fresh with regular updates, Google will recognize your website as a higher priority. This will boost you in search rankings. It’s a win all around, and viewing your content holistically as described in this article will allow you to become more organized as a writer as well as a webmaster.
What to Consider
Age of the article: Updating your old content makes it fresh to Google, meaning you’ll benefit from higher search engine rankings. Articles that are published more recently rank higher than older articles, which increases your click-through-rate. Keep your content young, and you’ll score higher in the rankings.
Accuracy: Articles on tech or computer science could drop off in terms of search traffic if the content is no longer relevant or accurate. Information in some marketing fields is outdated even months after publication. There’s a lot to be said for content that’s correct and timely. Reviewing your technical articles for accuracy only benefits you. Your audience won’t see the value in these posts unless they are accurate, at best. At worst, their inaccuracy calls the rest of your content into question.
Grammar and Spelling: Reviewing your content like you’re grading an English paper doesn’t sound like fun, but it can enhance the reading experience for the user visiting your site. Mistakes in spelling and grammar stop the reader in their tracks, so consider checking for grammar and spelling a best practice for making the visitor to your site happy. After all, mistakes in grammar and spelling affect the perception of accuracy of the content itself.
Broken Links: Links that no longer work don’t look professional to the user, and undermine the value you’re trying to create. Your website has to work, and that means no broken links. There are tools available for finding broken links, but you can also check manually while updating the content of your articles.
Strategies for Rewriting Content Successfully:
Examine your competition: As part of your refreshing process, make sure to analyze and examine the top-ranking pages for your keyword. You can do this simply book putting the keyword into Google and reviewing the top-ranking results. Are certain formats more popular? Perhaps the content on your blog isn’t ranking as high because the format isn’t appealing to your audience. If long-form articles, guides, or informational posts are the most popular results for your keyword, you may need to rewrite your pieces so they keep up with trends. The tone is important as well. Too familiar a tone won’t appeal to readers looking for educational content, but readers who aren’t technically minded often need engagement to stay focused. Read up on your competition to find the best approach.
Keep a Content Inventory: You can do this in a spreadsheet program like Excel. Keep track of your articles and blog posts by categorizing them. You can categorize by content, like noting which articles are about SEO and which are about Branding. Keeping content organized makes it easier for the user to find what they are looking for when they’re already on your website. Encourage that second click once they’re already on your site by having the information they’re looking for available to them in a clear and organized manner.
Using the metrics available to you, check to see how your pages are performing for their keywords. If the page is more than a year old or isn’t meeting its mark with keywords, then it’s time for a check-up on the content. There are different strategies to take when updating content, and not all are equal.
Add Internal Links to Old Posts: Sending your readers to your best posts keeps them reading your content. Linking to new posts on older content boosts rankings for your new article by providing traffic from the older posts. This works best if the posts are related. Otherwise, you’re sending your user something that doesn’t add value to their experience.
Navigation: If you have a lot of content, make sure your site is easy to navigate and that posts are categorized in a way that’s efficient for the user. Have links to your top-performing content in your navigation menu, and make sure your weaker articles link to these stronger pieces. Weaker articles shouldn’t stay that way for long, as rewriting your content doesn’t take long and results in rewards that make the effort worth it.
Reindexing: Request reindexing after republishing your page. You can do this by pasting the full URL into the URL Inspection Tool in Google Search Console. Click “Request Reindexing.” This isn’t necessary since Google’s spiders will recrawl and reindex regardless, but this happens faster when you manually request reindexing.
More Tips for Success
Keywords: Google hates keyword stuffing. Useful content matters more in terms of ranking, and that doesn’t happen when you try to trick the system. Thinking about content value means using keywords when they’re relevant, not inserting them anywhere just because you want your article to rank highest for that term.
Use Video and Pictures: Text only articles are boring. Keep the user engaged with charts, images, videos, and relevant and high-quality pictures. Include a link to the content you use so that your reader knows where it came from originally.
Share your content: Promoting your content is the best way to ensure it’s seen by your readers. Use social media or your e-mail marketing list to promote your content after you’ve refreshed it to see an immediate bump in traffic.