Each blog post then begins with keyword research (something even content marketers underestimate). This is followed by competitor research and some ideation. Then you need an angle, sources to reference, a draft with a structured format and visual aids. Finally, you read it again and hit publish.
Then you share it with your readers, share it with your network, secure a few backlinks, and possibly run ads on it (if you’ve got that life and you have the budget). You can check out this article on optimizing ad spend.
The reason you’re doing all of this, of course, is to attract Google. Once it discovers your content and sees that it is performing well, it can take you to the first page. This is not always the case, but it is the objective. If you keep driving traffic and securing backlinks you will skyrocket and maybe end up on the first page of results.
Why you should update your blog content
Over time, your blog post will start to drop in rank. Newer, more current content will replace traffic from older content and decrease on a number of your old posts. This happens to most content marketers who write articles for their blog. They see a momentary increase in traffic, then it goes off.
Writing a ton of new articles is NOT the answer. We already know how much work that represents. Instead, update your old content regularly. Updating old content is a good blogging practice to maintain an engaging blog. It’s also a great way to increase blog traffic with minimal effort.
Updating content ensures that your content is always relevant and valuable to readers. This is also a chance to make sure that your old content follows SEO best practices that you may not have applied initially. It’s also a lot easier than posting brand new content.
However, it is up to you to decide how much you want to update the message. The reward is relative to the amount of work you provide. You can :
- add a new section
- update some sections
- add new visual content
- design a fully personalized infographic
- create an explanatory video for the job
Venngage updates its graphic design article every year. This includes designing a new infographic that features the hottest design trends. Every year, it generates new waves of traffic, shares, mentions and links. Individuals can also turn them into infographic templates that anyone can use to create their own viral infographics.
All from this leads to New traffic for the same post, with the same Url. While updating the post date is very important, there is a lot more that you need to do to have a meaningful impact. Your content should look like and feel different for the readers, as well as for Google.
I suggest focusing on one page first; measure its performance, update it and then monitor its performance for the following weeks. This can tell you if updating your post has had a positive effect.
Updating content should be a habit. In the world of content and search results marketing, you need consistent good habits. Google will continue to evolve, ranking factors will change, competitor content will improve, so your content must adapt.
Format updates, bullets, numbered sections, or referral links are examples of content updates. These are changes you can make to your existing posts that get more traffic. It’s a way to stay on top of changing trends and could be the edge you need over your competition.
For more information, visit www.venngage.com. You can also follow Venngage on Facebook, Twitter or on Instagram.
* Image courtesy of Vecteezy