Keeping up with your content management can be exhausting. Coming up with new topic ideas that are both relevant and engaging week after week can turn out to be more difficult than anticipated.
There’s good news though. Refreshing old content is a thing. A lot of your existing content can be revived with minimal effort. Not only will this help you to continually produce content without having to start from scratch every time, but Google will love you for it. Google loves fresh content, and that doesn’t necessarily mean you have to write on a new topic each time.
1. Change/Update Keywords, If Necessary – Revisit the keywords that you had initially targeted and make changes, if necessary. You may find that your older content wasn’t optimized for the right keywords – or new keywords have sprung up that you want to capitalize on.
2. Consider Updating the Aesthetics – Today’s modern web design is often clean and simple. Dated web designs were often cluttered with text and sometimes may have used subpar images. These “old style” blogs or websites can quickly turn away visitors. Visitors expect a visually engaging experience, so look for higher quality images, as well as video, if possible.
3. Ensure That Your Articles are Mobile-Friendly – By now, most of us know that mobile Internet usage has surpassed desktop usage. Being mobile-friendly is a must. If your older articles are not mobile-friendly, you should update them so they are. Keep in mind that even if your site has been upgraded to a responsive design website, some content may still not appear properly on smaller screens. Make sure buttons are big enough for fat fingers, images are centred and not left or right justified, and keep the paragraphs short for easier viewing.
4. Update Your Links – Check that the links in your article are still active, with no 404 page errors. Also, ensure that the links don’t lead to information from 10 years ago. Clicking a link that leads back to an article from 10 years ago, particularly if the article is referencing statistics, is pretty useless. When talking about statistics, take the time to find more recent information.
5. Re-Date Your Old Posts’ Publish Date – If you have gone back to make changes to an older article or post, make sure you re-date it to let both your readers and Google know that it’s current – or has recently been updated. Google puts a strong emphasis on fresh content that is relevant today – not last year. A simple change in the publish date can give your content the appearance of being new, which may be enough to increase your organic click-through rate.
It’s important to note that you don’t want to change the core principles of your article. You want to focus on updating it, and not totally revamping it. If you were previously ranking on keywords, revamping it may have the reverse effect and actually cause you to lose ranking on those keywords.
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