Increasing Website Traffic By Updating Old Blog Posts

By | December 10, 2019

You want more traffic on your site. Well, who doesn’t? Everyone does! But to get more traffic, everyone always says
you need to keep on creating new content. That’s a lot of work, and you know what? Did you know you could be sitting on a goldmine
of old content right now? Content that is going unnoticed but just needs
a slight facelift, a little improvement here and there. You can literally be doubling your traffic
numbers and boosting your profits and conversions from leads if you go and update those older
posts. Hey everyone, I’m Hans van Gent of User Growth
and today I’m going to teach you how to drive more traffic with your old content. Before we get started, make sure you subscribe
to this channel, that way when we have more marketing videos like this, you’ll get notified. Now let’s dive into today’s lesson. The first step before you can start doubling
your traffic numbers with old content is finding the content you want to update. To identify the content, you’re looking for,
you can do a couple of different things. We usually start by checking out Google Analytics
to see which pages have been historically driving a lot of traffic and aren’t driving
traffic that much anymore. After that, we’re using MOZ open site explorer. Using MOZ, you can see which of these pages
that get a lot of traffic have a lot of links pointing towards them. By identifying the posts that have attracted
lots of links in the past, you know which content is important to your readers and hopefully,
get more traffic. Next up, we use a tool called Shared Count. With it, you can get the number of social
shares for your all of your content. How often a post was shared on social media
is a good indicator of a high-performing post; especially since social shares factor into
search rankings, too. And finally, using Google Search Console you
can identify the keywords Google has started ranking you for so you can begin optimising
your article to push it even further up. Now that we know which pages are visited the
most, combined with how often they are shared on social media, how many pages are linking
to them and how well they are ranking in Google Search, the next step is to take this information
and start optimising the ones that are doing okay but are still not ranking anywhere on
the first page of the Google results. So what parts to update? If you can spare some proper time for this,
we’d recommend looking at the content as a whole and rewriting it. Don’t skimp on the meat, which is the actual
content. Rewrite, update and spend the time needed
to make it shine. If you don’t want to rewrite the entire piece,
start by removing content parts that are no longer relevant. Have a look at the research you’re quoting,
is it still relevant? You also want to look at your branding in
the content. Did you recently update your logo, do you
have anything new that helps identify and position your brand in the industry? Recreate the graphics, update links, look
at your call-to-action at the end of the post. Could you there be a better page a better
resource that you created since first publishing this post that you can link to? Next, double-check and improve on your headline
and SEO throughout the post. You should always write your content around
a certain focus keyword, so for example if your rankings have declined for that keyword
try using more instances of your particular SEO keywords, your phrases and synonymous
keywords throughout the post. After you’ve updated all the visible content,
you then want to work on your meta-description and your meta title, this shows in Google
when someone is searching for your piece of content. While a meta-description itself doesn’t help
in ranking, it sure does help in clickthrough rate to your content. And a piece of content at position seven that
gets more clicks than a post of content at position three in Google sure is a sign for
Google that maybe your article needs to go up higher a little bit. We recommend just writing a fresh one. Lastly, should you update the URL? When updating your post, you might get carried
away a little bit, and you start changing things that should be kept the same. So to make sure you don’t hurt your ranking,
there is one item that you SHOULD NEVER change; the web address or URL of the post. If other websites are linking to the original
post, you will break those links. This will give a bad experience to the readers
of that content, but even worse for you; you will lose whatever authority and ranking these
websites were passing on to you. Oh and Hans, what should we do about the date? A lot of people, including experts in the
industry, recommend completely removing the dates. We would recommend first never take out the
date on your piece of content. If you need to update it, you can change the
date to the current date, but add a disclaimer at the top of your post. Talk about when you’ve published it and when
why and when you did this major update. You don’t want to give your audience any reason
to distrust you and being transparent about your publishing dates is important. Google’s own Gary Illies has this to say about
whether or not you should “manipulate” dates on your older blogs: “from our perspective, from core ranking perspective,
I’d like to believe that in some way that will hurt you at least from let’s say we will
not believe your dates anymore.” So be honest with your audience, especially
about your publishing dates. That’s it for today! Thank you for watching, and if you want help
getting more traffic from your older content, check an even more in-depth article about
the subject on our blog at If you also have any questions, leave a comment
below. We’ll answer them and of course, please like
the video, share it, comment, anything you can do to help spread the word. I would appreciate it. Thanks for watching and have a great day!

3 thoughts on “Increasing Website Traffic By Updating Old Blog Posts

  1. User Growth Post author

    Are you just creating a lot of new content and never looking back? There could literally be a goldmine hiding in your old content, that can double your traffic numbers. Let us know in the comments how updating your old content helped grow your traffic!

  2. Jeff Ski Kinsey Post author

    Good stuff… great insight and a nice shout out for a number of tools.


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