Have you ever considered the benefits of updating old blog posts for SEO instead of constantly producing new content? A common question that arises is, "Why are we rewriting this post — is it necessary?"
When it comes to your blog, newer isn’t always better. Sometimes, there’s significant value in refreshing existing content.
Content refreshing is a strategy in content marketing focused on updating and optimizing existing online content. Its main objective is to ensure that the content on your website stays accurate, fresh, and relevant, thereby continuing to attract traffic and engage visitors over time. Additionally, it enhances the likelihood of your readers taking a desired action.
That’s why we’ll delve into three benefits of rewriting blog posts.
Maximize content reach
Creating consistent, high-quality content can be a challenging and time-consuming task for companies of all sizes. For large or multinational corporations, content creation often involves multiple departments, making the process bureaucratic and lengthy—from ideation to publication, including additional rounds of editing and compliance checks alongside keyword research and writing.
In contrast, smaller teams may struggle with limited resources and time to produce content that can compete with more established blogs in their niche.
On the other hand, updating your existing content requires less effort than creating new material from scratch. This approach enhances the effectiveness of your SEO efforts and, consequently, improves your search ranking potential.
Up-to-date SEO
In today's fast-paced world, changes happen even more rapidly on the Internet. This is particularly true for keyword search volumes, which can fluctuate dramatically based on user interest and trends. Therefore, it's essential to keep your keywords updated in your existing content to attract valuable traffic.
Remember, in addition to quality, the "freshness" of your content is a key factor in how Google's algorithm determines your site's ranking on SERPs.
To prevent your content from becoming outdated, regularly optimize your headlines, images, and main content with the latest news, facts, and figures. Also, ensure your backlinks are updated: Linking to credible and current sites can contribute to your site's "freshness."
Similarly, updating the metadata, such as header tags and meta descriptions, of your older webpages can alter their appearance in Google search results, potentially increasing your click-through rate (CTR). For example, a more recent publish date on your search result can leave a better impression on users compared to an older date.
Editing with fresh eyes
While we always recommend running accuracy checks before publishing content, occasional mistakes in grammar or typos can still occur—after all, we're human. However, even minor errors can impact the user experience and sometimes lead to negative perceptions of your brand. Consequently, users might be less inclined to stay on or return to your webpages.
Therefore, optimizing your old content offers another opportunity for accuracy: You can review and correct any spelling or grammatical errors in your content, as well as in your page metadata and meta descriptions.
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