Old content in SEO is very important because the organic ranking of a website or page is mainly based on this aspect. Having the best updated and interesting content is the key to attracting people and gaining good visibility. As you enter the Core Web Vitals phase, it is more than essential to update the themes and the highest quality content on your site.
User experience also comes first among the most important factors of SEO ranking, and this is also where content plays a key role. For this reason, old and outdated content is often like an anchor for your page or Web site that keeps you from moving forward. One of the things that marketing teams are wondering most today is what to do with content that has been on the platform for a long time.
It will all depend on the type of page or topic you are dealing with. For example, a news Web site should keep old content so that users can perform historical searches. However, such content should not be linked to new topics as it may backfire since the information may be completely outdated.
Especially in the world of technology, it is very important to be up-to-date and leave behind other content that will no longer be relevant. In this case, it can be said that news about a new Samsung phone has already become obsolete when a new one comes out only a few months later. Adapting to the speed of technology is crucial.
SEO positioning in blogs
On company pages or company blogs, it is important to be able to guess what content needs to be updated and does not necessarily need to be removed or, conversely, needs to be optimized or updated. One way to do this is to provide new content or information and update keywords with the most current ones.
If you are going to remove content, you should be careful with 404 redirects and if there is more current content, use 301. It is possible that the old content will compete with the new content based on your keywords. This is very common to find and means that the old content was not analyzed in SEO before releasing the newer content.
Similarly, there are times when old content has nothing to do with newly released content and can cause problems for the company. For example, there may be contradictions to topics or statements made in the past.
Importance of optimizing old content for SEO
Creating content on a regular basis for a Web site or blog is key. Being on the cutting edge of content is very important, and a good strategy is to do this at least once a week. Conversely, this aspect cannot overshadow the content that already exists on the site and has been published for some time. This can be a very powerful source of leads and traffic to the Web.
One of the important points to keep in mind for content in SEO positioning is that Google has already indexed it. Because they are older, the search engine evaluates them and their URL is well ranked. Do not underestimate old SEO content, as it can still be a source of many visits and engagement on the company’s website.
Other important aspects to consider regarding the above content:
- It is cheaper to update old content than to create new content from scratch.
- It is treated as content that does not generate benefits but updating it will offer much more quality and be perceived better.
- If it contained information that seemed outdated, you will now have content that is relevant and of interest to potential customers.
- This is a good strategy if you have run out of new topics to publish.
Improve the SEO of the website according to current and more modern standards.
How to improve older content on a Web site or blog
Old SEO content can still be very important to a site’s success. Therefore, keeping it updated can be critical. Knowing how to identify old content is also a task that marketing teams must do frequently to find weaknesses or opportunities.
Steps to consider in identifying and updating content include the following:
1.- Analyze the content of the website or blog.
Frequently checking for outdated content is very important. Renewing content and information that is already outdated will give better results to SEO ranking.
Making good use of older elements means knowing how to compare them to bring forward a new topic, which will give more visibility and engagement.
2.- Add new information: old content and SEO
To know what content needs to be updated, you only need to know on what date the post was published and what its internal content is. After that, you can go on to edit some aspects to make it more suitable for the moment. You can add something new on the topic already covered and it is important to include it in the archive.
3.- Old content and SEO: video content is also updated.
A very important key is the images and videos on a Web site or blog. Knowing how to identify what video content needs to be updated is key to making the most of it, as images can be updated with more current ones, include infographics with more recent numbers, or comparisons of the product or service with old data. The more content is added that aids understanding of the article, the better it performs in terms of SEO.
4.- Link building
You can take advantage of the fact that the blog or website has continued to grow, and you can change the internal links of old content. This will breathe new life into the content. The idea of increasing old content in SEO is to take users from one place to another within the same blog.
5.- Identify keywords and update them.
Since an article or content is published on a web page, many things may have changed in the company’s marketing strategy, search engines such as Google, or the way it communicates. That is why it is important to adapt old content to the new SEO ranking rules or methods. Changing the keywords and the whole word extension will give good results and bring the content among the most viewed.
6.- Correct errors
Another way to achieve good SEO ranking with old articles is to check that everything is in order, such as spelling errors, unimportant data, outdated data or even poor optimization for mobile devices. It should be remembered that these are the means by which more than 65% of people link to websites or blogs.
Keys to identifying old content: conversion channeling
Old content is often outdated, so its marketing functions may be obsolete. A good way to find out what old content needs to be processed or updated is through the conversion funnel. This funnel tries to capture users’ attention to get new visitors, new conversions, and build community.
A.- Attract new visitors
Creating new content will make customers feel attracted if current and interesting topics are covered. Old SEO content may be outdated and ignored by many. This is a very efficient way to identify content that needs to be updated or optimized.
B.-Increase conversions.
Old SEO content may have had its heyday influencing the purchase intention of many users or customers. If this content is not currently leading people to make a purchase or have conversions, it may need to be replaced or updated immediately to better position the site or web page.
It must be specifically designed to solve or meet a customer need before acting on the different CTAs.
C.- Creating community: old content and SEO.
Making a sale is very important for the content of a website or blog, but the best thing of all is to be able to retain different customers so that they are related to the brand. If old content fulfills this function, there is no need to update it. If not, marketing teams need to get to work.
It may be considered a very simple task, but in reality it can take a lot of work to be able to detect old content that needs to be updated. If you want to get the best results in terms of marketing, all old content should be analyzed to get the best out of it for SEO ranking.
Leave a Reply