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4 Simple Ways of Re-optimizing Old Content to Get Traffic

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Is your content performing well? If not, are you thinking to create new content to get leads? Well, it surely doesn’t work that way. A better option is to look at your already published content and see how it is performing on social media platforms and search engines.

If you are not in Google’s top 10 results pages, you have got a problem and it is time to revamp your content in the most efficient manner. At once, the idea of re-optimizing your old content seems to be vague idea as the engagement of that piece decreases. But if you craft content that gets people talking, your content marketing is strong.

Source: www.squarespace.com

Source: www.squarespace.com

The tips mentioned in this blog will help you create content that pushes engagement and these are important. There are more than 68% marketers who find it difficult to create that engages the audience. People think if they will create new content is the solution to their underperforming content.

According to a content study conducted by Pam Vaugham, up to 76% of the traffic comes from posts published a month or more before. With these 4 techniques, you can improve your old posts so as to bring more traffic to your blog.

4 Simple Ways To Reoptimize Old Posts

1. Use long-tail keywords

As long tail keywords are to the point and specific, optimizing content pages with long-tail keywords will do the trick. They will rank easily as there is less competition among long-tail keywords.

Content has two objectives, either to address a particular keyword or answer a question. The purpose of producing content online is to help people find what they are searching for. Well, other than Google, there are many other sites like Twitter, Bing, YouTube, Reddit, and Yahoo that make use of keywords in their ranking algorithm.

As some keywords are way too competitive, competing with multiple authority sites need a better solution. This can be done by your old articles that are underperforming. They were not doing well because of small tail keywords or head keywords.

The head keywords usually have 1 or 2 words and get a search traffic of 18.5%. Whereas long-tail keywords generate organic search traffic up to 75%. This is the reason head keywords are difficult to rank for.

With over 2 million blog posts being published every day, it is difficult to target a keyword that is competitive. This will happen even if you have created one of the best pieces of content. For this, you will have to analyze your older posts. For instance, there is a post on ‘Top 10 ways To Make Mobile Marketing Efficient’. Select the main keywords in the content and search for its longer variation. Here, you will have to find the long-tail keywords for Mobile Marketing.

You can use Google AdWords Keyword Planner and check for the long-tail keywords that you can incorporate. If you feel keyword planner is not helpful and the keywords are still competitive in nature, you can use Keywordtool.io instead. All you have to do is enter the main head keyword and click an orange button to get a list of long-tail keywords. You can use these words to rewrite your title.

Note: Your focus should be delivering value with your content instead of manipulating search rankings using long-tail keywords.

2. Use Powerful Words in Headlines

Using the right set of words in your headlines can boost your CTR. There are over 200 ranking factors that Google uses in its algorithm. One of the factors that quickly boosts organic search rankings is Click Through Rate or CTR. According to a study conducted by iProspct, 68% of search engine users tend to click on a result that is displayed on the first page of results. For instance, if your web page is somewhere at page number 5, then you will get at least 15% of the clicks. Getting 25% of the CTR or Click Through Rate will make your page getting pushed up by a rank higher. This is because Google wants to serve its users with the most useful, relevant, timely and interesting information.

By Click Through Rate, we mean the rate at which a particular result on the search engine is being clicked. This can be done by adding powerful and catchy words to your headlines. Make your headlines in such a way that the user stops and has the urge to click on it and read it on. If you want your content to be successful, it is important to build a persuasive headline as weak words don’t flatter users.

For that matter, you can refer to Buffer’s ‘Big List of 189 Words that Convert’ to know how powerful words can be. You can also go through the list of 317 power words by Jon Morrow to get further insights.

Some of the words that can drive high CTR are

  • Backed
  • Authentic
  • Cancel Anytime
  • Best selling
  • Endorsed
  • Certified
  • Proven
  • Results

For instance, if your old content has a weak headline like ‘5 ways to make money through Facebook’ then you can re-write it to ‘How to make money through Facebook quickly’.

You should use words that are exciting and captivates your readers’ attention. Improve your underperforming content using the right set of keywords.

3. Meta description should be keyword-rich and persuasive

There are 3 aspects to site optimization

  • On-page SEO
  • Off-page SEO
  • Technical SEO

Most of us are acquainted with what on-page and off page SEO means, but what about technical SEO? Technical SEO is nothing but things like your site speed. To gain more search traffic, you have to be sure that your pages are super fast. But but but… that isn’t enough. You have to make your meta description is not weak or irrelevant. In that case, you can not get much more organic results to your site. For inspiring people to click on your search results, you have to cleverly craft your meta description. This is because search users will read your meta description before clicking on your title. Therefore, make it keyword-rich as well as persuasive.

Remember one thing, you should never over-optimize your keywords but focus on the intent of the users. It is important to choose your keywords that make sense and read naturally.

4. Provide value to users

The basis of content marketing is user’s intent. If your content is not useful for users, with respect to their specific need or question, then it is probably going to fail.

If they come to your page, read your content but don’t find it useful, they will leave. Quickly. What you can do is deliver the right content in the right manner. This means, if your users want a step-wise instructions, don’t write on tips or hacks. Your primary focus should be the intent of the user. For this, you can check the keywords. They point out what is the need of the users.

Step one is to find a keyword (long-tail keyword or head that’s up to you).

Step two is to analyze what the user wants to know. For instance, if someone searched for ‘get fair skin at home using natural methods’, it is obvious that he/she doesn’t want to go to the parlor or use chemicals. Your article will help him or her only if gives them a solution to getting fair skin at home without using any chemicals, the resources needed to get fair skin can be found at home, and the products are not too pricey.

Therefore, you will have to sniff for the intent hidden beneath the keywords. Find them and craft your article around that.

Conclusion

Leverage social media platforms like Twitter, Facebook, Pinterest, and Instagram to build a loyal audience. This can be done to drive the traffic to your old posts. Once you are done re-optimizing your content, you can reach to your audience and ask them to read the post. You can also remove the actual dates from your old posts especially after re-optimizing your content. Do remember to get more inbound links to your old posts in order to drive organic traffic.

Have you ever reoptimized your content? What were the steps you followed? Share your views with us and let us know if you would want to try these above-mentioned steps?

Sakshi is a content marketer during the day and a reader by night. She writes content sprinkled with a twisted imagination. She has done her graduation in psychology from Delhi University and has an insane love for history.
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