We all know how important it is in internet marketing to create high-quality content consistently, however, by doing that, you’ll inevitably and eventually end up with content that becomes obsolete.
But make no mistake, older, even seemingly obsolete content may not be completely useless. It may just need a little adjusting. As a NY / NJ SEO company, we know what it takes to polish your old content so that it feels fresh and newly interesting to your audience.
First off, there is such a thing as dead content.
If you go back through your previous content marketing efforts and find keyword-stuffed pieces that were created with the sole intention of improving search performance, the damage may be too severe to repair.
Also, if the content’s about old products/services that are no longer offered, old job postings, former employee profiles, etc., it won’t typically offer anything valuable to the audience as time passes.
When that’s the case, the content truly is useless and you just need to get rid of it. You may want to use a permanent redirect, which will send users to a new URL when they try to get to the old one. It’s not just about your audience; it could also be slowing your site down because web crawlers need to take time to index these pages when they could be indexing your fresh, useful content.
Now for the old content that still has some life in it.
Now, if you find content that was definitely relevant and useful when it was published and performed well overall but hasn’t withstood the test of time, that’s the kind you need to take a closer look at.
First off, modify the current page. Don’t create a new URL or you’ll risk penalties for duplicate content. Then, do your keyword research again and see if you can weave any new keywords into the old content to capture new traffic.
From there, you should think about updating or creating new CTAs. Maybe there’s a new offer, product, or service you can use to give users a new action to take after they’re through with the content.
Once updated, you need to start promoting the old content all over again. If you have built a presence since its creation on new platforms via social media marketing, promote it through those channels.
If there’s any value left in it, squeeze it out.
We’ve been in SEO in NJ and NY long enough to know that it usually takes more time to create new, high-quality content than it does to update old stuff, whether it’s outdated because new technology has come out, new information or developments, etc.
So, if it’s not beyond resuscitation and can still offer something of value to your target audience with some work, it’s usually work worth doing.
About Us: Climb The Search, a leading SEO company in NJ / NY, offers the total search marketing package, including search engine optimization, inbound marketing, and website design. At CTS, we strive to help businesses grow, every day.