Uploading new content is essential for blogs to stay relevant, attract organic traffic, and provide their audience with current and up-to-date information. But it’s just as important to update your old blog posts along the way.
Blogs often get posted and left to sit. Your blogs may get a lot of attention for the first month they’re posted, but the traffic inevitably dies down. Those who do land on an old blog post may click away quickly when they realize the information is no longer current and, therefore, unsuited to meet their needs. Search algorithms can also change, meaning simple matters like formatting need to be addressed.
Updating your old blog posts is key to keeping the attention of your audience and will help your blog grow and succeed. Let’s look at some of the specific reasons this practice should become part of your business’s routine.
Build Your Site’s Authority
Landing high on search engine page results is an important goal for every site. Publishing new content helps your SERPs ranking, but updating old content will push you even higher.
Updating old content shows search engine’s that your site is always producing up-to-date information. This gives your site a higher authority ranking both in SERPs and with your audience.
Maintain a Consistent Brand
Perhaps you started out managing your blog by yourself or with only a few other employees. As your site grows, you’re likely to get involved with a creative agency partner, and the responsibility of churning out blog posts may be distributed to others.
It’s important to go back and update old content to ensure it matches the current voice of your brand. Brand inconsistencies can be spotted by customers easily, and this can cause them to feel unsure of your services, products, etc.
Maintaining a consistent brand by updating old blog posts is an excellent way to maintain your audience’s trust. It can also make your brand more easily recognizable.
Provide Valuable and Relevant Content
Old blog posts can easily become irrelevant or old facts may need to be updated. New statistics are coming out every year about health, science, and technology topics. If your blog focuses on one of these topics, then updating old content is essential.
Your audience will trust and return to your site more than others when it consistently answers a question, solves a problem, or explains an idea in a way that’s relevant and valuable in the current times.
Backlinks are an excellent way to drive more traffic to your blog, increase its ranking in SERPs, and give it more authority. Old blog posts aren’t likely to receive new backlinks because the information they contain may not be relevant. They may have even been replaced by a more current article link.
Updating old blog posts to get them up-to-date will give your audience more reasons to link to them. This is especially true for blogs offering a professional service, like a blog about digital marketing in Minneapolis. Most people looking for a digital marketer are going to want to find someone who’s constantly active and keeping their website current.
Revive Underperforming Content
Some blog posts are a hit, and others are a big miss. Content that underperformed can easily be revived with a simple update. You could add a new video to the blog post, add a section with updated, relevant information, and turn a post that didn’t do well into your top-performing post.
This is a great way to ensure you’re getting the most out of every piece of content you publish.
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