|Content Marketing||– 13 min read –||May 30, 2017|
How to Reach a Wider Audience by Bringing Your Old Posts Back to Life
It's one of most common mistakes among blogging newbies. And if you have several ineffective posts, it doesn't mean that you should remove all of them and start over. Let's see how to optimize the old articles to generate more traffic.
I'll share my case so that you can see this method in action. Here is the article which had about 1000 visitors during 1 year and 1 month.
Check how efficient your article is
Ask yourself the following questions:
- Have you researched the keywords users enter to find the content you're covering?
- Is the article optimized for these keywords?
- Is it possible that you've optimized the article for a high volume and high competition keywords?
Repeat the keyword research
- are low competition;
- high volume.
Here is how it looks like:
Why do we set filter from the 6 position instead of 10? Even if you are at top 10 of Google results for some keywords, being at top 5 is much better. Thus you should work with keywords that are out of top-5 SERP and push them to the top of the search.
According to Searchenginewatch research, first pages receive the most traffic, here are the results of the research:
- you used the inappropriate keyword;
- it's a poor-quality content.
You need to use another more relevant keyword for your article according to the main idea of your post. Such problem may also occur when you chose one topic for your post, but while writing you switched to another one and thus you finally got two in one. That's why Google may not understand what you article is about your article covers quite a broad topic. Thus read your post again and choose the main idea. Then pass to the next step.
Choose the main keyword
So, by clicking on the phrase "how to grow wheat," you'll get more similar and related queries.
Check how competitive the chosen keyword is
- Page Authority
- Domain Authority
- The number of backlinks
But even if sites on top of Google results are quite authoritative and the word is profitable, you shouldn't stop there. What if their content not that good?
Pay your attention to:
- the quality and readability;
- the length of text;
- the presence of images;
- the presence of videos;
- the presence of outbound links to research.
If these posts are not good enough and you know how to write better, then you're holding all the trump cards.
Use related keywords
- search suggestions;
- search questions;
- cluster research.
Optimize page's title and description
This way the search engines will understand that your content meets the query better than all others. According to the Moz research, the titles which receive more clicks can reach top-5 SERP more often. These 5 results get 60% of traffic. To compare: second search page gets only about 17% of visitors.
The title of my article, which began to generate 680% more traffic is "How to grow wheat at home: 6 steps to resist cancer".
Maybe it's quite strong and controversial, but it works.
Note that such big statements should be proofed by reference to appropriate investigation or experiment. Without seeing the evidence, readers will simply leave the site. It will lead to increasing of refuses index. As a consequence - rankings drop.
Here are some tips to creating title that works:
- Include keyword ( in a natural way);
- Try not to use more than 12 words in the title (according to some sources the readers do not pay attention to first and last three words at all);
- Put the keyword at the beginning of the title;
- Use high-volume keywords in the title if it's possible;
- Do not use ".", "!" and "?" in the middle of the title.
Then add correct article Description, which most often (but not always) gets in a snippet. It's the text you can see under the headline in the search.
However, Google says that it isn't the primary ranking factor. Although by influencing the behavioral factors, the description might help you to be above competitors.
The main recommendation for creating a description:
- It should be from 50 to 160 symbols (about 15-16 words);
- It's desirable to use the main queries;
- Text should be readable;
- It should complement and amplify the title.
Optimize images in the articles
- 400% better perceived;
- 94% longer viewed;
- has 40% more social signals.
This way: nori-choice.jpg
To help search robot understand what your image is about, include main or related keywords to its name.
For example: nori-choice-for-sushi.jpg
Do not name your images using symbols as search robot won't understand.
Something like that: DSC4563.jpg
Optimize alt tags as well. It describes your image. Google's experts pointed out that it's important for ranking on their blog.
It's important to use different alt-tags for every image.
Interlink your blog articles
MOZ blog points that internal links are useful for the following reasons:
- They allow users to navigate a website;
- They help establish information hierarchy for the given website;
- They help spread ranking power around websites.
Avoid using phrases like "here" and "there", they're less effective.
And I haven't written a single new article. Simply improving old ones, I raised their attendance by 2-3 times or more. Now it's up to you!
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Wander With Jo
Wow great read. I have a question - if I have high organic keywords and high potential traffic, should I leave those posts as it is? Also how do I know whats the ideal ratio for ranking rw's vs traffic?
You can optimize such articles, as well, making it evergreen content. There's no ideal ratio.
Thanks for sharing these tips! How to reach a wider audience by bringing your old posts back to life is important indeed. It's very helpful for young SEO specialists.