Generating traffic for your blog does not necessarily mean you need to publish new blog posts all the time. Of course, if you have the resources and time to post new content, by all means go for it.
But what about your old posts?
The ones buried deep in your blog that you wrote last year (or the year before). These posts can be very valuable and help generate organic visibility and increase traffic to your blog.
How you ask?
The answer is simple: repost blog content.
It’s very likely that only 20% of your blog content is responsible for generating 80% of your traffic. These are your “killer posts” and it’s important you take extra special care for them.
Even after the initial spike of traffic wears off from one of these killer posts, don’t let them get buried and die!
Bring them back to life.
How to Repost Your Blog Content
1. Identify Your Killer Posts
Look at Analytics and determine your top content over the past several years. Look at performance in terms of SEO (organic visits) as well as engagement (comments and social shares). The key here is to look for evergreen content that is still relevant today and could be repurposed again as a new blog post.
2. Rewrite the Content
Update the content of the post and make it relevant for today. Rewrite paragraphs and make sure it remains on topic of the original post and maintains the primary keyword as the focus of the post. Also, replace any images, screenshots or logos that might be outdated.
3. Consider Secondary Keywords
This is also a great opportunity to do some keyword research to identify secondary keywords you might have missed when you first wrote the article. Give some additional meat to the post by writing content about a few relevant secondary keywords that can help you gain additional SEO traction.
4. Refresh Meta Data
Look at your page title and decide if it can be improved? what about your meta description? If needed, give a quick refresh of your page title and description to bring up to date.
5. Update Time Stamp
Finally, make sure you update the timestamp to todays date. Now you’re ready to republish the post.
VERY IMPORTANT: It is critical you do not modify the URL of the page and it remains the same as the original post.
Why Reposting Content Improves SEO
Reposting old content is a simple tactic that works well for several reason.
First, it’s very likely whatever evergreen post you wrote couple years ago is still relevant and useful for your website visitors today. So the likelihood of engagement is still strong. This means a new wave of social shares and potential backlinks for your post.
Second, Google loves “mature” pages that have good content. The problem is that the content on your blog post is static and as time passes, it gets buried deeper and deeper in your blog. Republishing content gets your post back on the home page of your blog and gives search engines fresh, new content to index.
These two factors in tandem are a killer combination and will surely help boost SEO performance for your blog.