5 Steps to Increase Organic Traffic by Revamping Old Content

Written by neatly.io on 3rd July 2019

If you’ve been in the SEO game for any amount of time, as a marketer or a business leader running a team of marketers, you know that SEO is a long-term strategy. It relies on the time and effort you put into developing amazing, story-driven, optimized content right now for the prospect of launching your brand up the SERPs sometime in the future. However, it’s important to know that SEO is an evolving process.

Companies that adopt a “set it and forget it” mindset cannot hope to stay competitive in the organic searches for long, because content is constantly evolving with the SEO and consumer trends. With that in mind, one of the best tactics to increase organic traffic without investing all that effort again into developing brand-new content, is to revamp your existing pieces. Here are the five steps you can take to revamp old content and make it a powerful element of your SEO strategy once more.

Choose the right content to revamp

First things first, you need to identify the pieces of content that are in urgent need of a revamp, or the pieces that, when updated with the latest information and SEO tactics, can improve organic traffic to your website. You can do this by simply checking out your old content, and cherry-picking the pieces you would like to update.

Or, you can take a more professional approach like a true business leader and to it methodically:

  • Log into Google Analytics.
  • On the left-hand menu, click on “Acquisition”.
  • Click on “All Traffic”.
  • In the subfolder “Source/Medium” choose Google.
  • Click on “Secondary Dimension”.
  • Choose “Behavior”, and then “Landing Page”. 

What you’re looking at now is a list of your top-performing landing pages on Google. These are the pages people land on after searching for terms that pertain to your area of expertise – which makes them different from branded searches.

Now, simply review the top 100 results and start scrutinizing individual pages. Ask yourself if a page can be updated with more contemporary information, and re-optimized for better SEO in general. Once you have the best contenders, it’s time to start revamping.

Go more in-depth on the subject matter

What is one of the best ways to make an old piece of content relevant again? Expanding the word count and going more in-depth than before, of course. People nowadays want to extract more information from online content, they want to eliminate all guesswork, and to find all of the answers pertaining to a question, or a series of questions related to the topic. Your content needs to provide all of these answers.

It’s not a coincidence that Google holds lengthy content forms in high regard, as lengthy pieces provide more information and thus are more relevant to the consumer. When you focus on providing more information, you are not only creating new keyword opportunities, but you are also improving the overall content score, increasing readability, and boosting engagement. With all of this comes higher shareability, easier dissemination, and improved backlink opportunities.

Optimize content to dominate the local searches

Revamping old content opens up numerous opportunities to improve the overall SEO score of the piece, and in consequence, your entire online presence. One of these opportunities is to make your content more relevant to local organic searches, and help your brand appear the local SERPs more often. This technique is especially important in highly competitive areas such as New York, for example, as companies need a way to stand out in their community.

In NYC, business leaders are working closely with their digital agencies to craft new content, but also revamp existing pieces and integrate them as a part of their winning SEO New York strategy that will build their reputation and elevate their standing in the local organic searches. Following the same principle, be sure to assess the opportunities to gear your existing content for higher local engagement and SEO, so that you can improve your standing in both the global and local search realm – thus beat the competition on both fronts.

Increase the keyword density without stuffing them

Speaking of keywords, be sure to use an online SEO tool to discover new opportunities to sprinkle new, supporting keywords throughout the content you’re revamping. Examine the keywords that are ranking for positions two through ten, and work on optimizing for those first. This will help you improve search volume significantly, because you’re covering all of your keywords and not just focusing on the primary one. Be sure not to stuff the page, though, but only use additional keywords where it feels natural.

Republish and disseminate as “new and updated” content

And finally, it’s time to disseminate the new-and-improved content across the digital realm. This means publishing it again on your site’s blog page, sharing it and promoting it across all social media channels, putting it into your newsletter, and of course, reaching out to prominent bloggers to ask for a backlink. This time around, though, invest heavily in engagement, as you want people to know what they’re getting and inspire them to share the content with their social media community as well. Again, don’t just set it and forget it, rather monitor its performance and improve where needed.

Final thoughts

Revamping old content is one of the best ways to improve your site’s standing in the SERPs at half the cost. There’s always some old blog post or article you can update with the latest information, so be sure to follow these steps to find, re-optimize, and republish your old content to boost your SEO strategy.