Find out how to strategically deal with old content on your blog – WAU
There are several reasons for a company to create and feed a blog: promoting the brand, having a channel of interaction, the possibility of educating its leads for a conscious acquisition or asserting its authority in the market. Whatever the goal of your content strategy, which may vary from cycle to cycle, it is essential that […]
There are several reasons for a company to create and feed a blog: promoting the brand, having a channel of interaction, the possibility of educating its leads for a conscious acquisition or asserting its authority in the market.
Whatever the purpose of your content strategy, which may vary with each cycle, it is essential that what was produced is updated and valuable to the audience that reads it, right?
At the same time, working so that your content is always in line with new trends and events can also guarantee a good ranking in search engines.
Better positions, greater chances of attracting new stakeholders, and so on. Briefly, it is essential to keep your blog current.
With that in mind, we have gathered here a practical material on how to manage the published posts, and mainly, what are the most advisable actions to deal with old content.
What types of content can exist on my blog?
Before knowing what to do with the old content, you first need to analyze the nature of your materials, and for blogs, there is an initial classification that separates them into two types.
They are contents that portray news from the market, such as the one that recently explained about the leak of information from 100 million users of Quora.
In addition to giving details about the events, they can also bring opinions or criticisms from those responsible for the content and company.
An electronics store could have published the news about Anatel’s approval for the Apple Watch magnetic chargers that took place in the second half of 2018.
In addition to showing attention to market events and that your company is an authority on the subject, this type of post could also attract interested parties and potential buyers organically by engaging with the novelty.
According to Content Trends 2018, this is more than true, as 86.7% of its respondents reported that Google organic search is the main channel they use to find content and news.
So, in order to be effective in your purpose, you must ensure the truth of the facts and have a strategy to channel the most intense volume of visits to other content on your blog.
Translating “evergreen” we have the expression “always green”, or, fresh. That is, it is content that over time remains useful for the reader.
Tips on how to wash a baby’s hair, for example, have almost no difference from our grandparents’ time and today. Babies are still babies and bathing is still bathing, isn’t it?
It is very likely that most of the content read on the internet is of this more perennial type.
At SEO Trends 2018, it is in the long run that companies most perceive results from their content marketing strategies and search engine optimization.
Thus, lists, step by step, tutorials, definitions and many others are independent of the current moment and remain useful if they are constantly optimized.
Evergreen content brings a number of benefits to the blog’s strategy, such as:
- reinforces brand authority;
- educates leads about the characteristics of a product or service that should be considered when purchasing;
- can be used as links in other content;
- attract more stakeholders;
- are great for spontaneously shared by leads.
The post itself that explains what evergreen content is is a classic example of this type of material.
In fact, when you start reading it, you can see that Websites Are Us co-funder Vitor Peçanha originally published this material on November 19, 2013, but the content was last updated in May 2018.
That is, the content is perennial, necessary, as well as tips on how to bathe babies, but over the years, it needs to be updated so that it remains relevant to the content strategy and serves as a foundation for promoting products and services.
Thus, an e-commerce specialized in children’s products can use this type of content to promote a pillow for the baby’s bath. The activity remains the same, but the product greatly facilitates the process.
Understanding this differentiation, it is clear that the focus of post updates is on evergreen content, which needs to remain useful for a long time.
And what would be the problems of not updating the blog content?
The most logical answer to this question is: a outdated content will scare your leads and put the company’s authority in check.
In the digital world it is necessary to live at the speed of events, otherwise, some bad consequences may be observed.
Your customer may think your company has left the market
Whether by the snippets in the search results, the blog layout or the content itself and its references, the customer who realizes the lack of updating may question whether the company is, in fact, still functioning.
It is a valid question, after all, the online environment is one of the main channels for generating business, and if the company is not operating in it, it is because perhaps that is not your current priority or interest.
Outdated content can negatively influence the customer journey
Content as mentioned above about bathing babies is functional and its main points do not change. However, several solutions can be inserted in this process to make it better.
But if content is not updated, your leads are unlikely to value product differentials or new solutions that have been developed over time, which can totally disrupt your decision making and buying journey.
Your blog will lose the freshness factor – fresh content
Much is said about the Freshness Factor in Google’s algorithm, which would be the prioritizing more recent content and quality compared to others.
Despite this, in August 2018 John Muller of Google pinned on Twitter that the freshness of content was not considered in the search engine.
So, what’s the problem with losing that factor on your blog? Because the Google algorithm favors the most popular and important content, and in logic, they need to be updated and extremely complete.
In addition, we must remember that the freshness factor is decisive in news content!
Your customer base will feel unworthy
If you do not update the content and show news to customers, the blog will not show your concern with delivering relevant information to your audience, which, as a result, will weaken any type of relationship.
The experience of finding all the necessary and updated information in a single blog is very relevant for the lead. It establishes a trust relationship with the site and stops visiting other addresses because he feels supplied.
Reading up-to-date content, in a pleasant language, with which he has become accustomed and who knows that he will always be in line with the news and trends is engaging, and this cannot be left out.
Your company may be missing out on traffic and opportunities
When content is republished with updates, the traffic generated increases, especially if part of these changes are aimed at adapting to the new Google algorithm guidelines.
It is necessary to consider that they are constantly updated, prioritizing some characteristics in the content and penalizing others.
Among all the updates to Google’s algorithms, however, it is important to mention Panda, which was launched in 2011 but remains constantly updated.
His goal was improve the reading experience of search engine users.
Its main objectives are:
- punish duplicate content from other sites;
- disadvantage content that has low quality backlinks pointing to your address;
- not giving priority to blogs with a low rate of recurring visitors;
- disadvantage excess keywords (keyword stuffing).
So, if the Panda algorithm punishes the reuse of content, how to update the posts without being penalized for it?
How to deal strategically with your old content?
“In nature, nothing is created, nothing is lost, everything is transformed” Lavoisier
This phrase, which was present in chemistry classes around the world, is attributed to Lavoisier in his theory of conservation of the masses.
In it, he said that the mass of products that were subjected to a chemical reaction remained the same. A burnt paper of 1 g, produced 1 g of ashes, and so on.
Later, Einstein showed that a part of it does stop being mass, but becomes energy in the same proportion, which is crucial for several technologies until today.
And what does all this have to do with your blog’s old content?
It is that a part of it must become energy, or better, have its URL redirected, and the rest, transformed with the strategic update of its information.
Too much chemistry and science to deal with the virtual world? So let’s go back to the Digital Marketing algorithms and strategies and see, in detail, how they should be performed in each of these situations.
Before, how to choose the content to be updated?
Organization is everything, and an editorial calendar is the ideal solution to create a schedule and control of posts.
With it it is possible to have a overview of all posts made, what the strategies were, whether they were evergreen or news content, their URLs, and more.
Among its benefits are:
- control of the frequency of posts, considering that this is essential for maintaining traffic on the blog;
- management of the marketing team, since it centralizes all the necessary actions in a single record and allows the delegation of tasks;
- ensuring the diversification of content formats and keywords;
- allows the identification of content that should or should not be updated.
Thus, the structuring of a content planning is the first step to facilitate the decision of what should be deleted or not.
Also, be aware of the blog post’s performance using tools such as Google Analytics and SEMrush.
When is it best to delete old content and how do I do it?
There are several reasons why old content should be deleted, such as being out of alignment with the business segment or attracting a lot of negative comments, for example.
In general, based on the editorial calendar and the considerations of the blog manager, in the case of some old posts, it makes total sense to do this process of “cleaning” the contents.
Situations where content should be excluded
- content about products or services that are no longer offered;
- partnerships or promotions that no longer exist;
- materials that were produced with very outdated SEO strategies; etc.
They are therefore contents that no longer add value to the current strategy and cannot be taken advantage of with an eventual update.
This is the case with postings from electrical stores that highlighted the benefits, tips and better uses for the outlets of the old model, for example.
Since INMETRO Ordinance 185 of July 2000, trade in plugs of the old model are prohibited.
So, what is the reason for maintaining content about the model that cannot be commercialized? On the other hand, leaving aside the traffic of anyone who might still be looking for it wouldn’t be smart, right?
In such cases, using procedures to exclude content strategically is the most appropriate. Understand how!
Procedures for deleting content
To be clear, it is not enough to just delete the content on WordPress or similar tool. Care must be taken to direct readers who may eventually look for such content and also inform Google of their strategic intent.
If the content can be associated with another theme, product or blog category, target the URL.
So, if the content about the benefits of the old plug pattern is of no value to the strategy, directing it to another post that addresses the main differences or how to make the switch can have good results.
But, if there is no possibility or utility to maintain it, informing Google that the content was intentionally deleted is essential.
And how to proceed in cases where updating old content is more advantageous?
Decisions to exclude or target content are simpler, but updating can also be done very quickly.
To begin, find out what are the benefits that the strategy brings to the blog:
Optimize conversion rates
When updating content it is possible to improve your SEO strategies, insert new strong internal and external links, change the Call to action (CTA) to be more aligned with the new business guidelines and the other factors that optimize the content.
Increased blog traffic
Updating the post will also guarantee the quality of the material and maintain its relevance to the nutrition of the leads.
It will be the factor freshness acting in the lead reading experience, and consequently, increasing organic traffic to the blog and its ranking in the search engine.
Content aligned with the events and trends shows to your leads that the company is in the elite group of its sector, and more, that it is a reliable reference on the subject.
When updating a post, the blog manager is increasing its content and bringing materials that can complement the lead’s nutrition.
This means that he will spend more time reading the content, thus receiving more incentives for a possible conversion, and at the same time, improving the performance of the blog’s relevance to Google.
Organization of the editorial calendar
With the use of the editorial calendar, it is possible to identify which are the evergreen contents that need to be recurrently updated, and then organize the production of the other posts considering such events.
Like this, new posts can be planned to support and serve as internal links to the new update snippets, for example.
That is, it is pure strategy. In addition to deciding whether to delete or update, it is essential to assess the current context and future planning to know which direction the content should take.
3 steps for updating old content
Thus, starting with the practical part of the update, we return to the editorial calendar and the list of other blog posts to continue the update strategy.
Select the posts to be updated
News posts are not impossible to update, but the most recommended is to focus this strategy on those content that support the conversion funnel and are aligned with sales campaigns.
Thus, if the Christmas campaign is approaching, content on year-end gift lists, shopping tips in shopping malls and other information related to this theme may be the object of choice for updating.
Also evaluate the effort it will take to make the content current it can also help to define between one post and another, without counting, of course, how outdated the information in the post is.
Analyze content for SEO
When launching evergreen content for the first time, you need to watch its performance to the top of Google.
From that moment on, its modifications, the periodicity when they should happen and how the traffic behaves will define the actions to update the content.
Make considerations regarding content quality
Very old content may be outdated in relation to its competitors. Therefore, when choosing content to update, it is necessary to focus on optimizing some of its most decisive characteristics for its success:
- Clarity of information;
- optimization according to Google’s update guidelines;
- Reader’s intention on the page; etc.
This last characteristic can be accompanied by the heat maps of the site, which follow the behavior and the locations of a page that receive more attention and interaction from readers.
If a post brought great results when it was originally released, the likelihood of repeating the same performance is greater, isn’t it?
What to do if the update doesn’t work?
Answering the question at the end of the previous topic: not always.
Your keyword can be strong, the language can be aligned with the audience and all other elements can favor your conversion, but, for preferential reasons, leads can simply prefer shorter and more objective content.
That is, if an update does not produce the expected results, it is necessary to observe the behavior of the leads and make adjustments until the expected results are achieved.
For this, in addition to the heat map, A / B tests and other tools for controlling digital marketing strategies are crucial.
In addition, it is also possible to make a request to reindex the content through Google Search Console, thus ensuring that your searches and references are again associated with the keywords and their variants in the search engine.
Updating old blog content must have the main focus on the lead reading experienceafter all, in addition to companies that are increasingly adopting a customer-centric positioning, search engines like Google are looking for the same.
In addition, the modernization effort can also make its content different, with graphics, images and other factors that improve the lead experience that can be fundamental to your nutrition and future decision making.
Want to know more details on how to dominate Google and rank well in 2019? So be sure to check out our complete SEO content !.