You've been populating your blog with content for years, but after a while you might notice your traffic isn't growing the way you want it to. You always share your posts on MySpace and Friendster, but your Dawson's Creek recaps aren't getting the same amount of love as they used to. So what gives, dawg? No, it isn't the Y2K bug—it is your old and outdated content dragging you down.
If you noticed something off with the last paragraph, then you may also realize how important it is to make sure your blog content is fresh and relevant. Older blog posts often lose relevance over time and lose traffic. Just like you've updated your slang and television show preferences over time, you need to update your past blog posts, too. That's because having too many poorly performing blog posts on your site can create a drag on your overall site authority.
Eventually, even the best blog posts might become stale and lose traffic over time. That's why it is important to periodically audit your blog content to make sure that all of your posts are quality posts. When reviewing your content you'll want to take one of the following actions for each post:
There are many benefits to reviewing and auditing your past content. Ideally, getting rid of or revamping non-performing posts will improve your site's overall SEO performance. When it comes to updating or rewriting posts, you should seek to optimize the post for SEO purposes by adding more targeted keywords, reformatting and adding relevant metadata. This way your revised post has a better chance of generating the organic traffic you desire.
When auditing your blog content, you'll most likely want to leave alone your best performing content. If you have articles that rank in the top position for your desired keywords, there is no need to alter them. It is the blog posts that get little to no traffic that you want to pay attention to the most. Here are some more tips and pointers to consider when reevaluating your past content:
Remember that when it comes to content, quality is better than quantity.
Audit your blog regularly and you'll hopefully see your traffic and keyword rankings improve over time. When in doubt, you can always hire a freelancer to perform an SEO site audit on your blog.