You're probably often wondering what can you do to improve your SEO and audience engagement. You already improved your website speed, ensured data safety and optimized the site for mobile but you want to do more. In this case, we have for you a new idea: have you ever thought about updating your old content?
Old content is a gold mine
Did you know that you can gain more traffic with the old content rather than by writing something new? It's surprising but it's true. Your older pieces will slowly begin to drop in the rankings which can have a massive negative impact on your SEO. You can see this process on the graphic below from Moz.
By updating your content you're showing search engines that it's accurate and still relevant. Remember also that search engines change their algorithms frequently. Google's Freshness Factor, a small piece of Google's search engine algorithm, forbids old and high-ranking pages from appearing at the top of the results because there is plenty of new and fresh content.
Improve your CTR
CTR (or Click-through Rate) is the ratio of users who click on a specific link to the number of total users who view the given page.
CTR= Number of click-throughs / Number of impressions x 100%
Updating your old content is a great way to improve your CTR. Your content will be fresh again and your rankings will improve. A date from this or last year that shows in the SERPs always makes better impression that if it is from 2015. It's worth to remember that updating your content not only will make it more attractive but also it will tell Google that your website is a great resource that should rank higher.
There are more than 600 million blogs on the Internet and every year ober 2 billion posts are published. Looking at these stats, it's no wonder that it's hard to rank high with new blogs. Things are different when it comes to older content which was once successful. Unlike many new blogs, your old content doesn't need to work so hard to be on the top. As you may know, updating your old content is strictly connected with ROI (Return Of Investment) so updated posts = better ROI. It's a win-win situation. Not only you rank better but also your ROI is better! What more could you want?