Updating old content is a must-have activity for all those who want to maintain a good reputation and relationship with the target audience, and bring more traffic to their website. These steps can help you execute the process seamlessly.
1) Create an inventory of your site’s entire content
First, you need to create an inventory of all the content on your domain. If you have a small website with 100 to 200 pages, you can do it manually. However, if the pages are more than that, you should use data extraction tools and compile all the data in a spreadsheet.
You can use Google Analytics to extract your site’s content.
2) Divide them into relevant categories
After creating the inventory, you should bifurcate the content into related categories based on how you’d address them.
All the data you require to determine the appropriate category can be found in Google Analytics. Also, study a year’s performance of each post to add it to the most relevant category.
Here are the data points you should focus on analyzing:
– Bounce rate
– Average time on page
– Unique page views.
Analyze all the pages with page views lesser than 100. Check whether or not their content is still relevant and can be reused in formats like infographics, videos, etc. If it does not seem likely that changing the content format can improve the page’s performance, then you should remove it from your website.
NOTE: Removing old posts from your website does not affect its traffic. In contrast, eliminating old posts end up improving your traffic. Siege Media deleted old posts from their website and their traffic spiked by 50%.
During the analysis, if you come across pages that have not been performing well but still have the potential of engaging the current audience, then you can recycle those into infographics, podcasts, videos, eBooks, etc.
Keeping your old content updated with the latest information helps Google treat it as a fresh piece of content. Remember that simple tweaks to the content will not be helpful. You cannot edit the document and hope that Google will consider that you’ve updated your content because it will not. You need to perform your research on the topic again and focus on resolving queries of your current audience.