I know that written content takes up your valuable time and effort, which is why it is important that you get the most out of it.
Let’s jump right into it…
1. Identify content to update first
Go to Search Console -> Performance -> Pages
Choose a page with high impressions but a low amount of clicks.
Under the Queries tab, you will see keywords that you are showing up for. Try and identify what terms you are showing up for but you have a low click-through.
Sprinkle these keywords throughout your copy and maybe even in your title tag, URL or meta description depending on what you have found.
This is what we did for a blog post that got less than 1 click per month for a year. Using the strategies outlined above, the blog post increased search rankings dramatically.
2. Improve Click-through-rate
If you have old blog articles on the first page of Google yet they are not getting any traffic, then you may need to improve your CTR.
As you can see in this example, the most recent article is ranked # 1 in Google.
Now, does this mean that it was written on November 8th 2019?
If you look closely in the URL, it says that is was written on 2015/02/09 (whichever country you are in, you can interpret that in whichever way you want, either way, the article was written in 2015.)
How and why has this happened?
The content that was written is an Evergreen piece of content.
An Evergreen piece of content is usually a timeless piece of content that stays relevant for a long time. Over time there will be others writing about the same topic and this is why it is important to keep content up to date. People are more likely to want to read content that is the most up to date, and from the image above you can see that the article at the top is the most recent (or in the eyes of the user).
So, how do you change the publish date of an article to be more recent?
On WordPress, go to an existing blog post and on the right-hand side change the publish date to the date that you most recently updated the blog.
Somewhere on the page also add “Last updated” and then list the date again just to be clear that this is the most up to date version.
Another way you can increase your CTR is by adding the date in the title. If you have a list of “The Top 10 Basketball Shoes” you may want to switch this to “Top 10 Basketball Shoes [2019 Edition]” for example.
3. Update internal/external links
As your site grows, your content production should grow too. You may have other blogs that have changed URLs or service pages that have too. It is important that all of these links are flowing well, so make sure that there are no broken links.
When you go back to update old articles, the chances are that you have written about other similar topics in the meantime so link to articles that you have written about recently too.
Check any external links that you have used to make sure that they are still valid and see if you can link to any more up to date articles as statistics can and do change over time.
4. Add videos
There are no signs of video content slowing down, so where appropriate you should add video content to your site.
Create your own original video content and embed it into your blog posts. This helps increase the session time on your site as well as offering a new dimension for what you have to say.
If you are a regular YouTuber, then each time you post a new video upload it to an existing blog post or create a new blog post with it.
5. Fix spelling and grammar
Although it has never been an official ranking factor, it is best to make sure that your spelling and grammar is up to the best standard. Hire an editor to look over your articles or someone from your writing team, this may help future proof in case there are any algorithm updates in the future.
Anyway – good spelling and grammar should be a given, you need to portray your business in a professional light at all times.
6. Recent updates
I recently wrote about the EAT algorithm update, in which Google recommends to create profiles for all authors on your website to prove that they are an expert in their field. Where possible, go back and try and cite credible sources and update any authors who have written for you on your website showing their credentials.
7. Repurpose content
To squeeze out as much juice from your content as possible, consider creating your articles in different formats.
- Audio files of you reading your blog and distribute as a soundbite on SoundCloud, your email list or podcast channel
- Infographics of your content and distribute on Pinterest
- Social media graphics with quotes from your articles and link back to the blog
- Slideshare presentations that explain each point in a visual way
If you want to boost your rankings in search results, then start with what you have got.
Look for improvements that you can make on existing content. Go through your site every few months and see what you can do to further improve everything.
Finally, make sure you repurpose your content and you will never run out of a content calendar!
If you are further interested in improving your visibility online then take a look at our SEO services.