Updating your existing content is an easy way to see quick wins.
Here's a short form version of the process I use, and some of the things I look for when updating old blog content:
- Are there any out-of-date statistics, references, or information that needs to be updated? The more relevant your references, the more timely your content will be.
- Has there been new developments in your industry? For example, if you had a list post on 'Best Email Marketing Platforms 2020', there may be new entrants worth mentioning in 2021, or some products that went out of business that need removing. Similarly, existing companies may have added relevant features, updating their pricing, or re-branded.
- Go through your Google Search Console account and look for queries showing up for the page. If there are keywords or phrases that you're seeing high impressions for but low clicks, consider how you can improve the post to answer that specific query more effectively.
- Have you released product updates or new features that can be integrated into your post? If so, are there places in the article you can include them in a natural way?
- Has the search intent for the topic changed, and can you address that? For example, if you have an article on a topic that was once news-worthy, once the story is getting older, people will be looking for differenct information. An article such as a "Guide to the 2020 Election" would look need to look different once the election is over than it would pre-election. Search intent has changed as time goes on. Prior to the election, the post might include predictions, voter trends, and resources to help people register to vote. Post-election it would include election results, statistics on turnout, and any other relevant information.
- Update the Published or Last Modified date to reflect the changes. Your readers will know the post is up-to-date and relevant.
- Do you have new, topically relevant content you can link out to, or from?
- Is the post irrelevant? 301 re-direct the URL to a more relevant article and marge any content that makes sense into the article you're redirecting it to.