fbpx
Read more by Kevin

“What should we do with our old blog content?” That was the very intriguing question asked recently by one of our inbound marketing clients.

This client, a successful software development company, overhauled their business and brand last year. Now we’re helping them implement a new inbound marketing strategy. Problem is, they have a ton of older blog content that doesn’t perfectly fit their brand refresh.

What should they do with their old content?

If you’ve been marketing your business as you should, (which means blogging regularly) you probably have lots of older articles. (You are blogging, right?!)

What happens if you take your business in a new direction? Change the meaning of your brand? Target a new vertical? Should you delete your old content and start over with new content?

Blogging Sustains Website Traffic

NO WAY!

Over time, search impressions, clicks, backlinks, pingbacks, and linkouts organically grow visits to your website. The more frequently you publish quality content, the higher your Domain Authority rises. The higher your DA, the more Google presents your website to searchers looking for your products and services.

According to HubSpot, blogging is proven to benefit your brand and growth by driving more visitors to your site. More visitors means more leads, conversion opportunities, and sales. Who doesn’t want more website visitors?

Deleting old blog content is a sure-fire way to lose precious website traffic. Imagine losing all that momentum by deleting older content!

image of hubspot impact of monthly blog posts on inbound traffic

3 Tips For An Extreme Blog Makeover

So what should you do with older content? Like we advised our client, the best way to deal with older content is to upcycle it, making it relevant and helpful to a new audience.

Here are three ways to refresh your old blog posts and give them a new lease on life.

Tip #1: Fix Broken Links & Media

Our client’s posts had beautiful header images, but some posts had broken media in the content. For example, a post from a few years ago linked out to a broken Statistica graph.

statistica graph of developer needs

It’s hard to keep up with older posts, especially if you have content dating back years. If that’s the case, fixing broken links and media should be top priority! Older blog posts can be one of the richest sources of long-term website traffic, but they work against you when links and media don’t work. SERP rankings suffer when images, graphs, or other media break or go missing.

This graph added rich context to the post, but no one knew that because the image had disappeared. Why did this happen? Our investigation revealed that the original author embedded externally hosted content from another website. This made the post dependent on the external site.

Sometime in 2019; Statistica moved the media image behind a paywall, leaving a gaping hole in our client’s blog article. Our client didn’t even know!

To fix this, we followed the Statistica link and located the original graph. However, instead of re-linking it, we grabbed a screenshot and then uploaded it to our client’s website. This allowed us to re-embed the media image from their media directory.

Next, we attributed the content to Statistica, added alt image content to describe the graph, then linked the image to their website, making sure that it opened in a new tab.

This simple change meant that our client would never lose media again.

Tip #2: Adding Proper H Tags

Our client wrote their blog post in the perfect format. Subject introduction at the top, agitating the problem in the body, then three to four bite-size, scannable headlines to showcase their solution.

Google loves blog posts written this way. Breaking up the text makes it easier for Google’s crawlers to scan and index the content. Provided you use H tags properly.

In this blog post, the author bolded their “4 tips” but didn’t use proper H-tags. This may look okay to a reader, but without a proper H tag, Google struggles to determine the content flow.

image of text without h-tags

Before: No H Tags

 

image of text with h-tags

After: With H Tags

 

Adding H Tags to the content made a massive difference to the readability of the post! Now the content jumps off the page!

Adding H tags to your blog posts makes your content readable and digestible to humans. It makes it easier for the Google crawler to index and organize your content. The easier it is for readers to read and Google to index, the more likely they’ll serve your content to searchers.

This is something you can do quickly and easily to older content. By enhancing older content, you make it accessible and readable to a whole new audience who is looking for answers to their problems.

selecting h-tags in wordpress

How To Fix Or Add H Tags

You can easily fix this if your content is missing proper H tags.

Step 1 Login to your website and highlight some older posts you want to review.

Step 2 Define paragraph headings that need an H tag or find the natural paragraph breaks where a heading will help.

Step 3 Highlight the text you want to tag and then use WordPress’ built-in tagging feature. Remember, WordPress automatically tags article titles as an H1 by default. You should only have one H1 on the page. You should tag main paragraph headings as H2 and paragraph sub-points as H3, H4, etc.

Tip #3: Add New High Quality Keywords

One last method of upgrading old blog posts is to enhance your copy with new, relevant keywords. According to Neil Patel:

If you pick the wrong keywords, you’ll find yourself with little to no traffic and, even worse, you’ll find yourself with little to no sales.

neil patel find the right keywords

Our client’s blog post had lots of positive content written about Madrid, but very little tying the content to the purpose of the blog post — why companies should consider Madrid when looking for remote developers.

Failing to be specific, without the keywords to support their premise, made the blog post invisible to potential searchers. The lack of relevant keywords in the blog content meant the blog post was not doing its job of driving visitors to the site and leads to the business.

This was an easy fix. We went through the post and inserted a few new paragraphs and flowed high-quality keywords into the text.

  • nearshore team
  • software engineering talent
  • tech companies
  • software developers
  • remote development teams
  • software engineers
  • skilled technology workers
  • CIOs, CTOs, and CEOs
  • remote software development teams

Flowing new relevant keywords into older content is a brilliant way (Neil Patel says it’s one of the best ways) to bring new searchers to your website for free. All you need to do is to review some older posts and give them a content makeover with updated stats, new keyword combinations, and (if needed) new paragraphs.

 

Ready For Blog Rehab?

If you’ve ever written a blog, you know it’s a labor of love. Constantly thinking up new content to write about takes dedication and persistence. Giving your old content an extreme makeover gives you a break from having to always come up with new content. Plus, these three steps above are the perfect way to refresh older content to keep visitors coming to your site. Who doesn’t want that? Want to increase your website traffic and generate more leads? Schedule a no-obligation call with our team to share your challenges and your business goals.

Extreme Blog Makeover: What To Do With Older Blog Content
Kevin Mullins
May 13, 2020

GET YOUR FREE GUIDE

Make your website
a selling machine

Top 5 Best Types of Brand Voice & Tone

Top 5 Best Types of Brand Voice & Tone

Top 5 Best Types of Brand Voice & Tone Brand voice and tone may sound like jargon used by marketers and content creators, but they’re more important than you might expect. The way brands communicate and resonate with a target audience requires more than a cool...

3 Marketing Tips To Grow After An Economic Downturn

3 Marketing Tips To Grow After An Economic Downturn

The Chinese have a saying, “May you live in interesting times.” To say we've been living through interesting times is an understatement. Then Vs. Now I thought we earned our stripes after weathering the 2008 financial crisis. My thought was if we could survive the...