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7 Reasons Why You Should Republish Old Blog Content

7 Reasons Why You Should Republish Old Blog Content
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Many times, the content you spent hours creating doesn’t get the desired effect. Blogging is no different. It takes time, and for most businesses, a lot of their blog content doesn’t generate ongoing traffic from Google. The key here is to identify your best performing content. When going through your analytics and identifying content that generates traffic, pay special attention to the articles that you published some time ago. Take a good look to see if anything has changed from the time you published it.

If your older traffic-generating content is out of date, then you’re not providing your audience with quality, up-to-date information, and advice. It makes sense to update it so you’re driving people to relevant content. Things are changing fast no matter what industry you’re in, and those changes need to be reflected in your content as well. Update your content regularly with new, relevant information and republish it. You will be doing yourself and your audience a favor by doing so.

Republishing means you’ll update your existing content and change the publish date to the new date. This means that it is launched again as a new post. However, it’s important not to change the article URL. If you change the URL, it’s like you’re writing a brand new article, and you won’t get the benefits of republishing. This is especially important if you have backlinks for that article. You do not want to lose traffic due to broken backlinks.

Optimizing blog posts for better visibility makes sure that your previous hard works are bearing fruits for you. Updating those old posts according to present scenario and observations, helps a lot in passing some traffic to them. Google displays the freshness of the content in its SERPs to help users determine the freshness of the post. If you update the older blog posts, Google will take the modified date and display it in the SERPs. Thus, your blog post will get higher CTR in SERPs. It also prevents your older blog posts contributing to the overall bounce rate of your blog.

Over time, what once was an accurate, fresh piece of content becomes, inaccurate. If you’ve been blogging for awhile, obviously, you’ve got some old, stale content. The other reason is that not everyone who is reading your blog now was reading your blog months and years ago. And even if they were, it also doesn’t mean they read every single article you published. By updating and resurfacing some of your older posts, you can extend the life of your best blog content as well as increase the results it continues to achieve over time.

Finally, it’s often much easier and quicker to update and republish an old post than it is to write a new post from scratch. Identify your top-performing posts. The number of social shares a post has generated is a good indicator of a high-performing post. Use updating and republishing content as a way to support your keyword strategy. In addition to this – you should also consider the content relevance and trending topics. Here are 7 reasons why you should republish and repurpose your old content:

Outdated Posts

When someone finds your article through Google, they’ll have a bad impression of you and your business if the content is no longer valid. This is not the traffic you want to get and definitely not the image you want your target audience to have. It’s important to update older content to make sure it’s relevant. If the article requires minor modifications, then you may not want to republish. But if you’re making substantial changes, it makes perfect sense to republish the content and give it an additional push by promoting it. As an amateur blogger, you may have committed many mistakes. Some of the times, you even have written shallow posts without knowing about the topic. At the beginning of your blogging career, when you write about things you don’t know, your blog posts may have wrong information. As your blog becomes older, so your experience.

Keyword Targeting

More than 91 percent of people do not go beyond the first page of search results. Imagine if you were on the top of the second page. Think about all the traffic you’d be missing out on. By revisiting, updating and republishing the content, you have a chance to get more shares and more links to the content, which means you have a good chance of pushing this article onto the first page of search results. But if you leave it as it is, your chances are closer to zero, and your position in search results will only go down, thanks to new and relevant content published by someone else.

The name of the game here is accuracy. Over time, there are quite a few things about a piece of content that can get stale and out of date. Evaluate the post for accuracy and determine what needs to be modified, added, or removed. The first thing I usually do is delete any parts of a post that are no longer relevant, and add headers for new sections that need to be added or replaced. Then I go through the post in its entirety to fill in the blanks and make my changes.

New Perspective

While writing your older blog posts, you may have a different mindset and thus your opinions might have been different. But now you have changed your opinion on that particular topic according to the current trend. Your advice in that old blog posts may not be valid or effective in the present scenario. Updating old blog posts helps you to update your fresh opinion in the blog post. In addition to a metrics-driven selection approach, you should also consider the content relevance and trending topics.

In fact, depending on your content strategy and marketing goals, updating content for the sake of these two variables may actually trump a metrics-driven approach from time to time. For instance, we recently found that a lot of our prospects and customers were asking questions about the local search. While we’d already published a post about this very topic, it had become a little outdated (and buried on our blog). Rather than create a new post from scratch, we decided to update and republish that original post — even though our metrics may not have indicated it was a good target for updating.

Grammar And Typos Issues

Even though you proofread your articles before publishing, there are the chances of typos. You may even have committed grammatical mistakes earlier in your blogging career. Correct them while updating your old blog posts. Finally, proofread your updated blog post. If you have updated your content, then there may be again the chances of typos or grammatical mistakes. Proofread the updated blog post MANUALLY, it is effective. You may also not have properly used the formatting tags. On the other hand, you may have included cliches and unwanted sentences in your blog posts. Do remove them and update the blog post. In WordPress, blog posts are arranged chronologically. So simply changing the publish date of the updated blog post to today’s date, brings up that post to your blog’s homepage.

Links on the homepage will get more exposure.

Retaining Visitors

Visitors on visiting your blog, the moment when they notice that your blog content is outdated, bounces off the blog. They don’t bother to dig up further. This way, you might miss loyal readers! Updating old content helps to keep those visitors intact with your blog. Visitors will be disappointed with the old content on your blog. Imagine you had a post on your site that was a couple of years old — a really important post that convinces your audience about the value you can bring to them. Even though the article is not out of date, you still may want to republish it to get a whole new set of eyes on the content. When you republish, still look for ways of making the post better. For example, you might improve the images that are shared with the post or add a little more content. You probably have more experience than when you wrote the post, so why not use that to your advantage?

Spark Conversations

No one bothers to comment on your blog if there is no call to action. Most of the older blog posts do not have enough conversation. Updating the older content with fresh new content, makes a way for conversations. If possible, put an updated label in the title or republish the blog post on the homepage. Conversation and comments add value to your blog posts. Some sources of search engine traffic are mostly or completely out of your control. But, your email list and your social accounts are in your control when it comes to content marketing. You control what you share, when you share it and how you share it with your followers. Chances are that you have at least a basic autoresponder set up for any new email subscribers.

The first email welcomes them and then subsequent emails tell them important things about you and your business that will help you build a relationship with them. The one big opportunity that most businesses miss is including links to their old content in an early autoresponder email. The first few emails to a subscriber get the highest open rate, so it’s important to make the most of them.

Fresh Backlinks

The goal here is not to update your site simply for the sake of updating it and hoping for better ranking. If this is your practice, you’ll likely be frustrated with a lack of results. Instead, your goal should be to update your site in a timely manner that benefits users, with an aim of increasing clicks, user engagement, and fresh links. These are the clearest signals you can pass to Google to show that your site is fresh and deserving of high rankings.

Create new content regularly. When updating, focus on core content. If you’re going to update a link, you may consider updating all the text around the link. Steady link growth is almost always better. Links from fresher pages likely pass more value than links from stale pages. Work to increase clicks and user satisfaction. If you change the topic of a page too much, older links to the page may lose value. Updating older content works amazingly well when you also earn fresh links to the content. Be fresh, relevant and most importantly, be useful.

Pragyan Sharma

A quiet person, likes to keep things to myself - well mostly. Have a passion for writing. Loves singing and playing Guitar. Reader. Dreamer. Wanderlust.

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