If you want more search traffic everyone's going to to tell you that you need to keep creating more and more content. But there's already a billion blogs on the web. That's roughly one blog for every seven people. There's too much content! You know what you should do if you want more traffic? You rank your old content. Today I'm going to share with you how you can rank your old content.
RESOURCES & LINKS:
Google Search Console:
The first thing I want you to do is use Google Search Console and Ubersuggest and combine them together.
So with Google Search Console, you're going to see your traffic over time, per page.
What I want you to look for is your old articles that are dipping. Your old articles that are dipping and getting less and less traffic over time, that means they need to be refreshed and updated.
So what I want you to do is look at those articles that are dropping in traffic in Google Search Console, take those keywords that that article's ranking for and put them within Ubersuggest.
It'll tell you all the other phrases, long-tell versions that get traffic.
Now, I want you to go back to that article that Google Search Console showed is losing traffic.
That old, outdated piece of content. Look at it, and be like, Hm, what can I do to make this page better? What's outdated? What needs to be removed? What needs to be fixed?
By using Ubersuggest you can look at all the other long-tell phrases, the question and answers.
The second thing I want you to do is work on improving your click-through rates through your title and meta description tags.
So there's this tool out there called ClickFlow. And what ClickFlow does is just only helps you optimize your title tag and meta description click rates.
It's a simple thing to do but very few SEOs do it. Remember, just because you rank number two or three or five on Google doesn't mean that you need to rank higher to get more traffic.
But you can't just make a change and expect it to miraculously work. ClickFlow will guide you and it'll tell you what changes to make in your title tag and your meta description to maximize your click-through rate.
The third thing I want you to do is to delete your old articles that no longer are relevant.
For example, I had articles on my blog related to Vine. Twitter shut down Vine. I could update it, but what's the point of updating an article on a service or a company that no longer exists.
So, I don't want you to just delete your old content that's irrelevant anymore, that can't be updated.
I want you to take those articles and 301 redirect them to the most relevant articles.
That way you're pushing more juice into the more relevant ones, and they rank better.
The next thing I want you to do is push more internal links to your older articles.
As you write newer content you forget about your older pieces of content. Those gems that still can do well.
So I want you to take all these new pieces of content that you're writing and link to the old articles when it makes sense.
The fifth thing I have for you is embed multimedia into your old articles.
Look, nowadays there's videos, podcasts, there's infographics, on whatever you have written about in the past.
So take some of these pieces and integrate them into your old articles. It brings new life to them. Makes them more fresh. And best of all, it improves your time on site, reduces your bounce rate.
It tells Bing and Google, hey, this page, people love it. It has amazing user metrics, maybe we should rank it higher.
The sixth thing I want you to do is adjust the last updated date for your old pieces of content.
So if your old pieces of content were in five years ago and you make a ton of changes, you should adjust the day when that article was updated and notify Google.
This is easy to do within WordPress. If you don't have WordPress, it's going to vary per CMS, but by updating the date that it was updated or published, what you'll find is Google will be like, wow!
So as you update it, you can see who is sharing your competitor's articles that are similar. You can go to that URL, put it into Twitter and see who tweeted it out, and ask them to tweet it.
And by breathing new life and marketing your old content again and again, it's going to improve this rankings, right?
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