Uploading new and fresh content every day may seem like a good idea to you from an SEO perspective, but it may go away unread by many of the users. It will land into the blog post graveyard and will lose its worth for the time coming.
It is your responsibility to bring them back to life and use them to lure more organic traffic to your online platform.
You will be astonished to know that a fraction of 60% of marketers has a hard time producing engaging content.
It is also the reason why republishing old blog posts are a great idea.
Other stats by Ahrefs say that nearly 60% of the pages ranking in the top 10 Google results are three or more years old.
So, you can effectively make use of your old blog posts to drive traffic for your existing users who missed out on the content to the new users you welcomed.
But the question stands, why republish an old blog post when you can post new content every day?
Tactics To Drive Traffic
An old blog has engaged thousands of users that came over the years after it got published. With time comes traffic that holds the capability of generating more organic traffic through strategized Content Marketing.
But, where to start?
Make a content inventory based on the factors like,
- Higher conversion rate,
- More shareable,
- More engaging, and others.
It will help you build an inventory with blogs that are capable of inviting traffic and will bring the best results for your efforts.
How to do it?
Utilize Google Analytics to get a full report on which blog posts got the maximum number of page views.
Navigation: Google Analytics > Behaviour > Overview > View Full Report
Check the stats on each of your blog posts and narrow down your search to the ones that have the excellent results for the following.
- Social shares,
- Bounce rate,
- Goal conversion rate,
- Social shares and other factors.
As you have handpicked which posts have created the best impact on your business, you are all geared up to put back life into your old blog posts.
1.Social Media & Email Marketing
Take leverage of the control that you have of what you share, when you share it, and how you share it with your followers. Get your customer base to know about the recently published posts on your platform. It will help you bring back the customers on your platform to increase traffic and engagement.
2.Revise Keyword Targeting
Most of the blog’s traffic is the result of long-term search traffic
For this, you need to revisit the keyword targeting part of your blog.
How to start?
Start by entering your business URL on a keyword search tool, say Ubersuggest, and click on keywords in the left sidebar under the traffic analyzer option.
You will get a list of all the keywords sorted on which keywords you rank the most. The purpose of analyzing the keywords is to note down the keywords that can rank easily on the search engines.
As per a study done by Google, 32% of clicks are seen on the #1 position of Google search result.
Your motive should lie in getting your rank in the top 3 spots on the search engine result.
The first, the best, and then in decreasing order! On moving one place down, you will lose 3k visitors. So aim for the first and work on it steadily!
Research the reading behavior of the visitors and design the blog page view attractively. You can include a sidebar which is a good place to include links. Include links with posts that are interesting and lure the reader to click on them. It will offer you an excellent click-through rate and will increase the level of engagement and increased search engine optimization.
The header is another crucial part that is the first thing a reader notices after he/she lands on your blog. Many people place their most crucial things in the header menu, like the categories they have to offer or others. It is valuable space, and you should make the most out of it by placing the most engaging content there.
The end of the blog post is another important space where you can place the links of your other interesting old blog posts. It directs the user to read more and increase engagement on your online platform.
4.Republish The Old Blog
This strategy is the last option to go to when all other options fail. Refresh the content and republish it to get into the eyes of the audience. A reader always looks for fresh content, and if your blog is not updated, your audience will instantly abandon the blog. With just one or two updates a year, you can retain the usefulness of the blog and improve the On-page SEO.
Utilize the above-mentioned tips in your old blog posts, and you will notice a quick increase in overall traffic and conversions.
Rajesh Bhimani is the Founder of Skynet Technologies, a Website Design, and Development Agency. He has 21 years of experience in the Technology and Marketing industry. When he isn’t working, you can find him cooking for his family or reading some fiction. You can connect with him on Twitter.
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