How revisiting old blog content can drive traffic and conversions.

Lipstick on the pig.

14 Jan 2016
How revisiting old blog content can drive traffic and conversions. 

Post-it-and-forget-it is the old way of blogging; the new way of blogging is updating older blog posts so they work better for your company or organization. If you like new leads—and who doesn’t?—it’s important to embrace historical optimization, refreshing and updating past posts to generate even more organic search traffic.

Why? Because it works.

Inbound marketing firm Hubspot more than doubled the number of monthly leads generated by the old posts it has optimized, and increased the number of monthly organic search views of optimized oldies by an average of 106 percent. That smells a lot like efficiency to us.

How can you do it? We’ll tell you.

Identify your high-traffic, old posts.

Using traffic data, note any posts that have generated traffic in the past 30 days, ignoring those published in the past two months. Sort by views from greatest to least, and you have a list of your top-performing blogs. For those overachievers who have tracking in place to measure the number of leads each blog generates, identify medium to low performing blog posts to give them a needed boost.

Figure out how people are finding your top posts.

Starting at the top of your list, do some research to identify which keywords are working best, and also check your analytics for traffic sources. Keywords that are likely showing up highest in search include words and phrases in the post-in-question’s SEO elements: URL, page title, headers, and meta description. Try to narrow your list down to 2-3 keywords you think are working the best for the high-traffic posts.

Optimize your old post using the new keywords and links.

Add an inline call-to-action (CTA) near the top of the post, ideally in the introduction; a CTA near the middle of the post and update the end-of-post CTA, too. All instances should use the exact word or phrase that your keyword research revealed. Find link opportunities to other blog posts and reputable sites.

Identify posts to update and republish.

If a post is older than a year or out-of-date, refresh it with new data points and keywords and republish. Building on any traffic it has received to date, it’ll appear as “fresh” content in Google. Just make sure to do the keyword research and analysis above to get as close to the right keywords as possible for a particular piece of content.


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Tags: financial services marketing, healthcare marketing, nonprofit marketing, tech marketing, Digital