How to Reoptimize Underperforming Content on Your Site

Most of us have run into the issue of putting out content that doesn’t stick quite the way we wanted to.

It often goes like this: you carefully craft a keyword infused blog post and meticulously spend time tagging it appropriately in order to ensure maximum search engine visibility. Hours, days and even weeks go by, but your view count is low and your engagement is even lower. It’s alright today, though. You know how to fine-tune things correctly now so that you can reach your audience effectively.

But, what about your old blogs? They’ve become something of a graveyard on your company’s website, pushed back into the rarely-visited recesses of your blog posts page. Rather than leave them there in silence forever, there are methods you can implement in order to help bring your content back to life.

Let’s check them out.

Put Power Words in The Headlines

If you don’t have any content linking back to your earlier blog posts, the only way people are ever going to find them is through search engines. This means that the barrier between your readers and your old blogs is the headline.

We all know headlines are important. After all, that’s why people click on an article in the first place. But, there is a category of words that you can draw from in order to give your readers the extra nudge they need that compels them to click on your headline.

Words like “dangerous,” “exciting,” and “unbelievable” get people interested and create a desire to find out more. Words like “unknown” and “strange” accomplish a similar task by presenting a mystery that the visitor can solve by reading the article.

Want to see the rest of the list? You can check it out here.

But, there are also industry-relevant power words that you need to consider. These are typically topics that are either popular or controversial, such as marketing automation or black hat SEO.

People will judge your headline just like they’ll judge the way you dress for an interview. If your headline is boring and uncompelling, you might as well be wearing a T-shirt and shorts to a Fortune 500 company.

Republish Old Blogs

Google loves new content. In fact, the search engine loves it so much that republishing old blogs can actually benefit your site because Google will see them as brand new creations. Given that your current readers have most likely never read your older content, it will be new to them at this point, so there’s no shame in it.

This is also a great strategy to incorporate if your industry happens to be one with frequent changes. If your old content is no longer entirely accurate or relevant, you’ll be able to spend a bit of time repurposing it and publish it again with updated information.

Google is also notorious for its algorithm changes that tend to throw everyone off and leave them scrambling to figure out a new SEO formula. If your old blog posts were published under a different algorithm (the last major one was the Panda update of 2015), then your blogs could benefit from being published during the current one.

Try Content Consolidation When Republishing

You don’t always have to keep your articles the same if you republish them. In fact, you can get a lot of SEO benefits out of consolidating multiple articles into a single post as long as it is relevant.

Just like Google loves new content, Google also loves long content. On average, longer articles tend to rank higher on Google than shorter content. The main obstacle that many businesses face is the actual creation of long-form blog posts. But, you can easily take two separate blogs and create a post with 1500-2000+ words with little effort on your end.

Since most of the work has already been done, all you’ll need to do is format it correctly so that it sounds natural.

Rework Your Keywords

Sometimes the reason you initially missed your mark wasn’t the fault of Google or poor timing, but rather your keyword choice. People’s interests change over time, and what worked in the past won’t always work in the future. If some of your posts didn’t perform well despite following the formula you set, then you’ll need to do some keyword research.

The good news is that you’ll most likely only need to make minor changes in order for your content to get a second chance. Regardless of if your old keywords worked or not, it may even be a good idea to repurpose the article with higher-performing keywords in order to be more relevant to your current audience.

It can be discouraging to see low numbers when looking through your site’s analytics.

But, you’ll be able to boost your old blogs higher and even drive more traffic to your newer posts as long as you optimize them correctly.

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