We create content to generate a steady stream of organic search traffic and drive more followers to our websites.
Content marketing is one of the biggest opportunities for marketers today because (when you publish good content often enough) it works.
Should you always create new content or should you refresh older content?
The answer is both, but this post focuses on how to refresh old content.
But which content are you going to optimize for more conversions?
Any piece of content that 1 plus years old has qualified to be optimized.
How to choose which content you will optimize
Start with the oldest. If it’s still as relevant today as it was when it was initially published, leave it alone. If it needs slight tweaking, do so but understand that very slight changes add only a little to your SEO.
It’s the stuff you find that is clearly outdated that needs to upated.
What to look for in content as you optimize your old stuff
Posts that are simply no longer accurate. If they’re a tad off (as said above), make the minor updates but if there is no reason to rewrite them, don’t. If they’re still relevant and need only a superficial update, do that.
However you’re sure to find stuff that isn’t. Stuff that is in desperate need of an update.
It won’t be hard to find.
Check on the design, content, structure and search engine optimization.
When you change enough it provides the benefit of new content
Only Google knows for sure how much change is enough for the search engines to treat the content as essentially. A rule of thumb in academia is a paper you write that is 85% original is original. We can perhaps relax that standard a little here (Google unfortunately does not say for sure), so let’s estimate that 80% of the content needs to be updated for a “full rewrite”.
While there is some truth to the idea that “more-is-better”, sometimes it is both easier, quicker, and very appropriate an older post to improve the overall quality of your website.
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