Conversion Optimization for Blogging
Always update old blog content. Ninety-three percent of PointA’s blog traffic came from posts that were published prior to this month (December 2019). That means only 7 percent of PointA’s blog traffic came from posts published in the last month.
Old blog content helps drive traffic to your site, but only if your content is updated regularly.
You Have to Work to Stay Relevant
The older your content is, the more time it’s had to be seen by users and crawled by search engines.* Think of a well-optimized blog post’s traffic as an exponentially rising line. More and more users can read and gain value from your blog post as time goes on. That translates to more social shares, more website views and a greater likelihood of capturing leads.
Additionally, search engines will have more time to crawl your blog post the older it gets. Once search engines like Google see that your blog post is relevant to users, they will rank it higher.
They key term here is relevance. Nobody wants to read outdated news or advice. Make sure your old blog posts are up-to-date and relevant to today’s world. Updating content increases your chances of experiencing an exponential rise in blog traffic.
A note about “old” blog content: “Old” can mean anything posted before today.*
How to Optimize a Blog Post
Here’s how to choose blog posts for optimization:
- Find out which blog posts are already driving a lot of traffic to your site. We used Google Analytics to determine our most popular blog posts.
- Determine which pieces of content you spent the most time creating. Don’t let your hard work go to waste!
- When you’re writing a new blog, take note of time-sensitive content within that blog. Make a note on your calendar a month in the future to revisit that content to make sure it’s still relevant.
In addition to choosing blog posts to optimize, you should also think about how you’ll optimize your content.
Some components we consider when optimizing a blog are:
- Fact-checking the content
- Checking for dead links embedded in the copy
- Replacing outdated cultural references with new ones
- Checking for outdated CTAs and replacing them
- Making sure the tone of the post is consistent with newer posts
- Creating visuals, such as infographics or videos, so users can process information in new ways
- Creating new corresponding social media assets for promotion purposes
- Finding opportunities for backlinking
- Considering creating gated content to capture leads
Don’t Forget to Promote!
Now that you’ve optimized your old blog post, remind your audience what a great piece of content it is: Use your social media channels to their fullest extent by promoting your old but newly updated blog posts.
In today’s online world, new posts become old news in a matter of days, especially on social media. Use the visuals you created during the optimization process and share them to your social media channels. While sharing content on social media is an important aspect of optimizing a blog post, be strategic about how often you post about the same topic. Try re-promoting an old blog once it’s optimized, then again 2-3 weeks after that.
Our dedicated team of content marketers knows the optimization process like the backs of our hands. We understand that optimizing a blog takes a lot of effort! If you’re looking for help with boosting your web traffic with blog optimizations, get in touch with us today.
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