When you got started with content marketing, you might have heard people saying that more blogs on your website means better SEO. I can’t disagree with the saying. If you have been a content creator for quite a few years, you will have quite a number of blog posts. While most of the blog posts offered you SEO benefits when those were produced, now they may not have same importance for SEO.
Why? Because the content that you produced have become old, outdated and hence, don’t hold the same importance. However, some of these posts that you have written earlier may still have information that is as precious as diamond. Since those are outdated, your new readers might be missing on important information that can help you.
So, is it possible to revamp your old blog posts? YES, it is. Let’s see how:
What do we do before we are about to organize our home? We clean up the items that we don’t need any more and then we get into organizing the rest of the items. We will follow the same process when revamping old content in our website.
When you go through the old blog posts, you may come across a few posts that hold no value today. And the same posts may not add any value to your website even in the future. So, it’s better to not have those blogs on your website just to increase the clutter. However, cleaning up doesn’t mean that you have to delete the content. If you delete a blog post from your website, it will still show in Google results. When people will click on the link, they will be redirected to a page that doesn’t exist. It won’t be good for your website. So, what can you do instead? Below are a couple of ideas that can help you in cleaning up your blog page:
- Let Google know that the page is gone: As I told you before, Google keeps showing the link of the page that is no longer on your website even after a few weeks of deleting the blog post. While the page is not found, Google may show a “404 Not Found” error message. However, this is not good for your website. Instead, make sure to inform Google that the page is intentionally gone. Use a “410 Deleted” message so that Google crawlers understand that the page is intentionally deleted. This also tells the search engine that the page is not going to show up, ever.
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You might be thinking that in both 410 and 404 error messages, people will know that the blog post is not found. So, what is the difference between these two messages? Well, from the perspective of your readers, there is no difference. But from the perspective of the search engine, a 404 error message means that the crawlers will keep visiting your website.
Search engine sends crawlers just to make sure that the page is still not there. On the contrary, a 410 error message lets the search engine know that the page is deleted. As a result, after a few days, search engine stops sending crawlers to this particular URL and pays attention to other pages on your website.
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- 301 Redirect message: While cleaning up your old content you may come across some blog posts that are linked in other posts. Deletion of those posts can have negative effect on SEO. So, instead of deleting those posts, we will simply redirect them to some other posts that are relevant. Suppose you have a blog on how to choose a gift for your spouse. The article has some links from other pages. You can’t delete the article.
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The logical process that you can follow, therefore, is to redirect the link to a new related post. If you don’t have an article on the same topic, you can redirect the link to an article that is close to the topic that you have written earlier. So, if you have an article on choosing gift items for your loved ones, you can easily redirect the article to that one. In case you don’t have any article written that you can redirect to, you can redirect it to the home page.
Rearranging the blog posts:
Now that we are done with cleaning up the website, we can move on to our next steps. After deletion of the old articles and redirecting some of the articles, you should still have a library full of blog posts. In order to make sure that these posts are revamped, there are certain steps that you need to follow. What are those? Here you go:
- Update the blog posts: In the pool of articles you will definitely find a few that are still relevant. However, parts of the article may need to be updated. Suppose you had included some statistics that are two years old in the article. You can look for the most updated facts and link those to the article. You can also update the content if you think that is required. Exclude keywords that are not relevant and include (as organically as possible) keywords that will help your content rank in search engine result pages (SERPs).
- Adding or editing images: Most blog posts have images in them. If the images are too big, the pages will take forever to load. In this case, I would suggest you two methods. The first one is to check out if you have the source files of the images and resize them so that they don’t take too long to load. If you don’t have source file, you can download the images and do the same.
Image courtesy: https://bit.ly/2Nz9NNg
Another thing that you can do is to update the images altogether. So, instead of resizing the existing images on your website, you can upload new relevant images. Make sure to add appropriate alt-text so that the updated image helps you in SEO.
- Link new articles to old articles: While revamping your old content, you may notice that you have written newer articles on the same or related ideas. The newer articles drive more traffic towards your website. So, linking your old blog posts to these new ones will ensure that more people open these old blog posts as well. This will also reflect in better SEO result.
- Take help of social media: Social media can be a huge help when you are trying to revamp your old content. After you are done with editing your blog posts, interlinking them with new articles and updating the images, you can now post them on your social media pages. Do not post the articles as new ones.
Rather mention that you have updated an old article and it is worth a read. Apart from sharing it in your official social media platforms, you can also try and coordinate with websites that might be interested in publishing your blog post. Outreaching to other websites and getting your blog posts published there can improve your chances towards SEO as well.
- Take a whole new approach: Sometimes changing the format of your content can also be helpful. Suppose you have old articles that you want to refurbish. There are steps that I have already mentioned you can follow. On the contrary to these steps, you can also change the format of your article to video or podcast or infographic and even slideshow. You have your content ready with you, right? All you need to do is hire a designing company that will help you in converting the article into a video or infographic or slides.
Do you want to update your old content?
No matter what business you have, if you have blog page on your website, you need to make sure that the page is updated. Updating your old content is part of your website maintenance process. If you want to make sure that your website not only gets ranked in SERPs but it also remains relevant to the visitors, updating the content is necessary.
I agree that it is a continuous process and it is something that you have to keep on doing for as long as you own the business. It requires your fulltime commitment. If you don’t think that you can handle it on your own, Nico Digital is always there to help you out. We will maintain your website and update the content regularly so that your website remains gets all the SEO benefits. To know more, you can contact us.