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Updating old blog posts
Hello – I have a client with about 80 blog posts in his WordPress (ranging from 2-8 years old), but the formatting is really weird and it’s apparent he didn’t know what he was doing (no H2/H3 tags, no featured images, all uncategorized, no meta descriptions, etc). They are all basically really long paragraphs with a title. The content is fairly good because he’s an expert in his field. But they get basically no traffic for obvious reasons.
It will be a lot of work but I’m thinking of reworking them with on-page SEO, organizing them, giving them images etc, then changing the “published” date and making a note in the post about how it’s an “update” of an old post.
Do you guys find that updating old posts in this way leads to traffic improvement? Or should we just focus on making new content?
Also, are there any “best practices” for doing updates such as these?
Thanks in advance.
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1 Reply
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Yes, updating old content is a good way to improve the blog content’s ranking potential.
Google ‘perfectly optimised page’ as an image search if you want a nice info graphic to see the essentials needed to improve its SEO.
It’s also good to look at ways you can combine several pieces that cover a similar topic into a better/more detailed long form piece.
HubSpot, Moz, and, Backlinko all discuss this in their ‘Topic Cluster’ or ‘Content Hub’ strategy, so I’d highly recommend checking them out if you want more info/best practices.
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