How to Optimise Old Blog Posts – 5 Killer Ways
by Dibakar Bala
They sit on your website like dead weight without giving you any benefit.
Should you delete it? Or there’s a way to revive it to its full potential.
Yes, there is a way and below are the steps you should follow to optimise your old Blog Posts.
1. Google Console is your Friend
Step 1 :- Head over to Google Console Performance Page.
Step 2 :- Now, filter the Search Results by selecting only the Old Blog Post you want to update.
Step 3 :- You would see a ton of Search Queries listed by Google that has got some impressions but zero clicks
Step 4 :- Export these Queries using the Download icon on the right side of the navigation bar
Step 5 :- Now, use these keywords intelligently and plug them into your Old Blog Posts.
Step 6 :- Make sure your new content make sense. Don’t throw in your keywords into the article if it doesn’t make any sense. Beware Google’s Hummingbird Update.
2. Check Your Focus Keyword
I’m myself guilty of this mistake for so many times.
Targeting keywords with extreme competition is only good when you have a niche blog on the topic.
And if your article title targets a keyword that has high competition, chances are you will never get any traffic on your blog post.
Rather, try using a Keyword Research Tool and Target a Keyword with a Long Tail variation of the main topic.
Long Tail Keywords are extremely effective as they have less competition and less keyword volume.
And something is always better than nothing.
In other words, some amount of visitors is always better than having zero visitors on your website.
3. Don’t change the permalink
Permalink is the URL on which your article exists.
You should abstain from changing your permalink as long as possible.
This is because your old blog post permalink has social signals and various other types of backlinks associated with it.
Changing your permalink would be like throwing away your years of effort.
4. Do 302, in case of URL change
If you still need to change the permalink in cases when your article has “YEAR” in it.
Make sure to do a 302 and not 301 redirect from your old to your new article url.
A 302 indicates a permanent shift from the old article and passes on 80-90% of your backlink juice to the new url.
On the other hand, when you use 301 Redirect, it says that the url shift is temporary.
5. Add More Content, but at the end
I always update my existing content that ranks on Search Engines with more useful content.
I do this only to make sure that my content has reached it full potential.
But, there is one small difference.
Never change the content form top to bottom.
That’s not optimisng your Old Content but writing a completely New Content on your old URL
Rather, add some new Content at the end of the article.
For example, I always add the description of the main topic of the article at the end of my old blog posts.
At times, I also add some FAQs (Frequently Asked Questions) and Answer them in my old content.
This Way, Search Engine find my old content more comprehensive and starts pushing them above everyone else.
Those were my 5 tips which I use myself to rank and optimise my old blog posts.
Do you have any other ideas ? Send them to me at [email protected]
I would love to learn something new from your experiences.
May 31, 2019
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