We all are well aware of the fact that content at present has devastating effects on the way we do marketing. Be it anything, its content that plays major role in attracting those wandering eyes starving for information across the web. If the content is highly refined and good enough to attract potential audience then it’s a good catch for your business.
Use of content is seemingly increasing across web at jaw-dropping rates and with time it’s getting harder to attract audience merely based on it. There was time when traffic from search was considered most attainable and likely to convert into conversions. But now trend has changed and top 10 organic results that displays on user device depends upon factors like geolocation, search query and type of device, regardless social media is driving more traffic to content pages than search.
As The Mantra Goes “CONTENT IS KING”In the marketing world nothing is hidden but layered in transparency. “Content Is King”- is a long lived slogan in world of SEO and its true though. But the question is where is ROI on publishing pages that are useless after a week? Yes it’s true that fresh content is a feed that search engines require in order to give you desired results but what about the content that is outdated, should we ignore it?
Absolutely not! No matter what, publishing new content on regular basis is good idea, but don’t forget to make out the most of your old content boon. Regularly update the content that is outdated and upgrade that is straggler. By extending your content shelf life, it is likely to give you desired results even after the purpose of it’s been out there is over.
Content Marketing Is All About QualityIf you have old content that is no longer relevant to meet expectations of your audience then there is no way keeping that content alive. Just go ahead and wipe it off or upgrade it to the fresh one, either way it is much appropriate than turning your regular visitors down. But make sure before you delete outdated URL’S, 301 redirect them to new ones, so that your visitors land on the pages with updated quality content and relevant information.
Update and UpgradeIt’s up to you to make most of the benefit from content- whether it’s old or not. Spend some quality time with your content, reviewing performance of your page and its metrics. Were there any articles that should have been top performers but now are just resting in corner?
Well if you do have pages like these- they are worth getting your attention. Spend some good time refining the quality of your content reflecting major trends and information. Try to encapsulate long trail keywords within your content so that Google crawler can find the worth of your content relating it to the queries been searched by users on the go and those who can benefit from it.
This powerful tactic can lift organic traffic up to 66 percent in old blog posts according to tested reports.
Remodeling content is Safe for RankingsYes you heard me right. Although it depends, Google will obviously penalize duplicate content that will drown the rankings of your site. So you definitely wouldn’t want to create a new blog post or page with same content, Meta tags and information that already exists somewhere else on your site. Google is usually smart enough to recognize the oldest instance as the one that should rank, and it simply ignores the others.
So rather than just duplicating, you can take advantage of digital media and convert heavy-text section of your blog into infograph, video, pdf or podcast episode. These are great ways to connect with your potential audience on the visual front as well as widen the existing audience circle.
It’s never too late until you have decided to spend your time and sources on a resource that is already out there. If you are wisely planning about publishing ROI and repurposing, updating and upgradation, the benifitswill surely be far beyond what you’d exactly set in your mind. Content can create steps that will take you to new level of marketing rather than just driving potential outreach. It speaks about how passionate you are about the work you are displaying and with that several up-gradations on your site will not go un-noticed by Google.
