As content producers pivot to cater to new unforeseen trends, search behaviour is creeping back up. And not only within search engines. Content sites are finding a higher incidence of search terms per user than before Lockdown. Both of these facts indicate that there is a higher intent to digest content compared to before. We sense opportunity to be had! Here’s the juice: eager beaver searchers tend to be more convertible as they’re actively looking through retrospective content with intent, knowing full well that you may not have any brand new content on the topic. This is even more relevant as we’re in the midst of a season change. Searching with strong intent tends to be a trait of a higher converting audience. Therefore, it’s a wise move to integrate updating old content within your immediate content strategy.
What to do when updating old content?
As much as you’re thinking of wonderful new content ideas, you also want to pay attention to external SEO trends and Pinterest Trends to prepare yourself. Moreover, keep abreast of your OWN search trends within your site. You want to know when and what content people are searching for and ensure that even your relevant retrospective content is up to date.
Once you find top searchable themes and relevant retrospective content, you want to follow these steps:
- Go through the copy – is there any written copy that you could update?
- Does the article have any monetizable elements? If so, check they’re in stock and replace accordingly. If you can’t find it elsewhere, then find alternatives and make a note in italics that
you’ve done so.
- Add a disclaimer at the top once you’re done to inform your readers that you’ve updated said piece on x month and y year.
- If updating, make sure to submit for indexing.
- To take it a step further – ask yourself if it works well within your content calendar? If so you can republish it.
- Put a note in your calendar to when you wish to bring it back to the top of your homepage and on that day update the publishing date.
- Promote the article on social with a disclaimer: “many of you have asked for this article again…” “this has been popular recently….” “many of you have searched for this…” etc
- Use your social promotion as an opportunity to learn what extensions to the content you can deliver.
All for the above works best when integrated into your content calendar (DOWNLOAD A FREE CONTENT CALENDAR HERE) alongside your new content. Doing so allows you to have a holistic view of your output through your readers’ eyes!