How To Keep Using Outdated Content For SEO Benefit?
If you are a content developer, you must be familiar with the pressure of creating more and new content. Also, you are not alone out there to get frustrated by the internet being saturated with the stuff. Tying the content to the sales funnel is another problem related to content marketing. It’s one of the primary roadblocks the real-world content production teams keep dealing with everyday. The solution is to develop a content calendar and stick to it. However, the setback may hit your SEO and content marketing efforts when your content becomes old-fashioned.
Your business website always needs content with a new look and feel. So, it is vital to get rid of old content for improved site search engine optimization. But, this is not always the case because you can repurpose the same onsite content where possible. Also, there are multiple ways to address the outdated content which you want to keep.
Here are some measures to keep or redirect your old content by making it look fresher.
Point to the Latest Content
You can use the old content to point to the new content. Keep the URL of your aging blog post and add an editor’s not at its top to navigate the readers to your recent article. Topics could be the same or different. It will not make any difference but ideally, tag the content topics in their identical categories. This solution works the best when your old content is outranking the newer posts. Using an old article, point your website visitors to the latest piece on a particular topic will keep the page rank intact.
Refresh your Old content
Often the topic stays relevant to the current scenario, but facts and figures used in the article are changed. Likewise, your web copy may need to look newer, unique, and more attractive. So, all you need is to update your web copies and blog posts. For example, you can rewrite the introduction, update the old statistics and references, embed a new video or infographic, etc.
Freshening up your existing content could be more helpful in SEO optimization than creating new content and getting it indexed in Google. You should also renew the URLs if you are using the month and year in them. However, we will not recommend following this structure because it makes it challenging to future-proof your content. There is another dimension to it. If the existing URL structures contain month and year and you want to drop it, expect a significant shift in your website traffic.
Request to Reconnect Backlinks
Referral traffic matters a lot, especially for the old pages being around longer. So, assess the backlinks related to your website, blogs, and more and see where you are getting the maximum referral traffic for your existing pages.
Reach out to the referring websites and ask them to point the existing backlinks to your new content. On the other hand, if you observe a drop in backlinks associated with your old article, you will see a drop in its ranking. While the new content might be ranking well, which means you need to reassess your referrals before requesting old backlinks to be reconnected with your new content.
Lastly, you can keep the original content with a refreshed look without harming its search engine rankings. How come? A few duplicate pages are unlikely to decline your site’s overall ranking or prompt Google to penalize your site.
Old content has always been an issue for website owners and content marketers but not the evergreen content. If the aging posts are still ranked well by Google and deliver leads and sales, keep them longer. Otherwise, focus on something more recent and relevant.
In the end, It is not only about SEO but your business practices and brand reputation.