Last Updated on November 30, 2024 by Richard Martin Linga
Last year (2023), I wrote an article that I think is too perfect. Feeling proud at that time of what an article I had written. After publishing, the article performed well on search engines in the initial days. But as the time passed, its traffic dropped.
I started figuring out what might be the reason for this drop. After doing some research I realized that the online world had moved on. And my content isn’t perfect as per today’s SEO standards.
If your previously created content is also facing the same issue then understand it, my friend. The SEO standards and search engine algorithms have evolved. What SEO strategy worked last year might not work now.
But there’s good news.
You don’t have to let your old content rest in archives. I was reading a post from HubSpot mentioning that they got 106% more organic views on average by optimizing their old content. This means by doing some tweaks that align with modern SEO practices, you can give your content a new life.
In this blog post, I will give you some effective tips to refresh your old content. They’ll help you bring your traffic back.
Why Old Content May No Longer Perform Well?
Old content no longer performs well on search engines for many reasons. One reason might be that the keywords have lost their popularity or been replaced by new trends. This happens more often than we think. Especially when we are targeting event-specific keywords.
Another reason is the change in the search engine algorithms. For example, Google algorithm updates have shifted how Google ranks content, like:
- E-E-A-T (Experiences, Expertise, Authority, Trustworthiness)
- Helpful content update
- Spam update
These updates have proved that Google now prioritizes content that is not just optimized for search engines. But genuinely valuable and trustworthy for users. If your old content does not meet new standards, its rankings may drop.
Lastly come the user engagement metrics. If users are not engaging with your content and the bounce rate has increased, search engines will take it as a signal that it is no longer worth ranking.
Tips for Refreshing Old Content to Align with Modern SEO
Refreshing old content doesn’t have to be overwhelming. With the right approach, you can bring new life to your content and make it relevant again. Below I have shared some practical tips that will assist you in refreshing your content that aligns with today’s SEO standards.
1. Conduct a Content Audit
The first step in refreshing your old content is knowing what needs attention. For this, you will need to do a content audit first.
Don’t worry, it only sounds fancy.
It is just about taking a close look at your existing content to find out what’s not working well.
I. Tools for Auditing
Start by using tools like Google Analytics. It will help you spot content that needs updating.
Look for pages with declining traffic or low engagement, like shorter time spent on the page or a high bounce rate. If people are leaving your content quickly, it’s a sign that it may no longer be helpful or relevant.
Also, check your backlinks using Ahrefs or the SEMrush tool. Look if there’s any of them are outdated or broken. Lastly, analyze whether your content has dropped in rankings for its target keywords.
II. Categorize Content (Keep, Update, or Delete)
After analyzing the data gathered, categorize your content accordingly. For example, keep those articles that are still getting some traffic and just need some minor updates.
Update those that may need significant rewrites to align with modern SEO practices.
And for content that is completely irrelevant or adds no value anymore, it’s okay to let it go.
2. Update Your Content with Fresh Insights
After identifying the content that requires changes, the next step is to give your article a makeover to keep it relevant and engaging.
I. Update or Add Data and Statistics
Outdated numbers can make the best content lose its credibility. So, it’s better to update them. Use current research, studies, or reports to back up your points.
This will make your content more trustworthy for readers. Plus, it will also signal search engines that your content is up-to-date. Plus, if you have not added the Last Updated option in the title’s metadata consider adding it.
II. Remove Outdated Information
Besides adding the latest statistics also consider removing the things that feel outdated or irrelevant. For example, if your article includes old trends or references to past events, replace them with something that reflects the present.
Readers will appreciate this effort, and search engines will too!
Another great way to refresh your content is by including case studies. This adds practical value for your audience and helps them relate to the content better.
Do not forget about your CTAs (calls to action). Check whether they are aligned with your current goals or not. Make sure your CTAs are clear and engaging, and reflect what you want to achieve today.
3. Optimize for Modern SEO Needs
After adding new insights ensure that your content meets modern SEO needs. It is all about fine-tuning your content so it aligns with how people search today and how search engines evaluate it.
I. Update Keywords
Start by updating your keywords. Use tools like the Ahrefs keyword generator or Google Trends to identify terms that are currently popular.
Add semantically related terms too. They help search engines understand the intent of your content better. And don’t even think about forgetting to address user intent.
For example, if someone is searching for “how to get married,” they likely want actionable tips, not a long explanation of why one should get married.
II. Update Meta Titles, Descriptions, and Headings
Optimize your meta titles and descriptions. Keep them clear, concise, and packed with the updated keywords. A well-optimized meta title can work wonders in grabbing attention on search engine result pages.
Moreover, make your headings catchier. They must grab the attention of the readers and encourage them to read further content. Use online paraphrasing tools to enhance their tone and make them more attractive. By doing this you can reduce the bounce rate of your content.
III. Update Links
Another area you should focus on is internal and external links. Consider linking your old content to newer articles where relevant. This not only improves navigation but also boosts the authority of your older posts.
Moreover, check for broken external links. Update or replace them with working ones to maintain credibility and avoid frustrating your readers. Plus, disavow spammy backlinks (if any), as they are more dangerous than not having a link.
4. Enhance Content Presentation
In today’s SEO standards content presentation is very crucial. You should make your content more appealing and easier to read. Remember, no one enjoys struggling through long, dense paragraphs.
I. Enhance Readability
Start by enhancing readability. Break up your text with bullet points and shorter paragraphs. This makes your content easier to scan, especially for readers who are short on time. You can get assistance from AI summarizing tools to condense complex sections.
If you’re unsure about word choices get assistance from Paraphraseonline.io. These types of AI paraphrasing tools will assist you in refreshing outdated phrases. Such tools detect and replace complex words and phrases with easier alternatives to enhance readability. Plus, by enhancing tone they’ll make the content sound more interesting.
Moreover, use readability-checking tools like Hemingway editor to test the readability of your content. Simplify your complex sentences so the audience doesn’t find it hard to read and understand.
II. Incorporate Visuals
According to statistics by Webfx, visual content gets 94% more engagement than those having only text. By adding infographics, charts, or even a short video you can make your content more engaging.
If you’re not good at designing, don’t worry! Utilize tools like Canva. They make it super easy to make visuals that match your content.
III. Optimize for Small Screens
I found some recent statistics that I would like to mention, showing that 60% of internet traffic comes from smartphones. A large amount of your audience will be reading on their phones.
So, optimize your content pages accordingly and make sure they look good on smaller screens. Also, check your page’s loading speed. Slow pages can drive visitors away before they even start reading.
5. Leverage User Engagement Features
As per today’s SEO standards content now is not just about sharing the information. It is about creating a space where your audience can feel involved and valued. Adding user-friendly features can do wonders for boosting engagement.
I. Add Collapsible Sections
One great way to boost engagement is by including FAQs or collapsible sections in content. Think about the common questions your readers might have and add them to your content.
This doesn’t just improve the user experience. But it also gives your content a chance to appear in Google’s People Also Ask section.
Moreover, collapsible sections are another neat trick, especially for lengthy content. They keep your page tidy and let users click to reveal only the information they need.
II. Encourage Comments or Social Sharing
Another effective strategy is encouraging comments or social sharing. At the end of your post, ask readers for their thoughts or invite them to share their experiences.
For example, you could ask, What’s your favorite tip for refreshing content? Share it in the comments!
Plus, add easy-to-spot social sharing buttons to encourage readers to spread your content across their networks.
Bottom Line
Refreshing old content might seem like a big task. But doing this will be very rewarding for your website. By putting in the effort to refresh you can keep up with today’s SEO standards.
Remember, my friend, your content still has value. All it needs is just a little polish to shine again. So, roll up your sleeves, implement the tips I have shared above, and watch your content come back to life!