How To Boost SEO And Drive Traffic Using Existing Content

4th September 2020

Sick of publishing content into the cyberspace void just to maintain your rankings? Of course you are! But we all know you won’t make a dent in the SERPs without words. So you’ve spent months (maybe years), establishing a blog, a newsletter, social media profiles and a probably a few other content outlets. 

So what if I were to tell you you don’t need to write more to boost your SEO? I know it sounds counter-intuitive, but hear me out. 

Besides making sure you have the best web hosting for your requirements (taking into account speed and performance), choosing an SEO optimized website theme, and provide a mobile-friendly experience for your visitors, you can update and repurpose the content you already have.

Related: How to effectively repurpose blog content for social media

As content gets older, it becomes outdated and less relevant. When you update content you:

  • Improve the experience for your audience 
  • Signal to Google and other search engines that your content is fresh
  • Double down and drive more traffic to already successful posts
  • Optimize your content calendar for the coming months

In this article, we’ll discuss the best ways to update your content and how doing this will send your SEO skyrocketing.

1. Fix grammatical issues and spelling mistakes

As a content writer, I take pride in offering my readers content that is free of grammar and spelling issues. However, I, like you, am human. These things happen, so rather than dwelling on them, it’s important to fix them and move on.

Whilst spelling and grammar mistakes don’t directly impact your SEO, they can impact the user experience, which can have an effect on your rankings. In a study of over 5,000 site visits over a two-week period, results showed that poor spelling and grammar accounted for a bounce rate of 85% more than websites with correct spelling and grammar.

If you’re using WordPress, you can easily improve your existing content with the help of some common plugins and tools. Make edits using Yoast or Grammarly to check your content for errors and then make sure any changes haven’t hurt your SEO. 

Even top brands like Verizon make mistakes. Fixing minor errors can have a noticeable impact on your rankings and boost your SEO. With little time and effort, you can enjoy more visitors using content you’ve already created.

2. Let Google know about your fresh content

It’s all well and good creating content and updating it to keep it fresh, but how useful is that if Google doesn’t know it exists?

Google ranks recently published content higher than older content. This is especially true for fast-moving topics like technology. If you only plan to publish new content, you’re going to miss out on the many opportunities your older content can offer. 

Using Google Search Console, you can inspect your URLs to see if it appears on Google. If one of your posts doesn’t appear on Google, it won’t be ranked. It’s really easy to get Google to crawl your site, and if you’re ever worried you can return to the inspection tool at any time.

3. Update your links

If you’ve taken the time to update your old content, it’s worth reviewing your existing links – this applies to internal and external links. Your goal is to find opportunities to link to more authoritative, useful and relevant resources.

Crazy Egg confirms that you can use statistics, infographics, and quotes to improve your content. However, that’s no use if the content or resources you’re linking to are out of date. Outbound links are valuable to Google, especially when they’re relevant and authoritative. 

If you can, replace external links with internal ones that refer to your other content. A good internal linking structure can work wonders for your SEO and give your website traffic the boost that it needs.

So, if you’re striving to bring your blog posts back to life, why not conduct a good link audit? You’ll get most of the benefits of writing new content – traffic, SEO boost, improved site metrics – without spending hours writing new content.

4. Optimize your keywords

I’m willing to bet that when you wrote your first content you probably didn’t go all-in on keyword research. Proper content prep protocol is something most of us learn the hard way. Until we get it right, we release a lot of sub-par content into the wild. 

Related: Why Understanding User Intent Is Key to SEO Success

But you know what? That’s fine. You’re human and you learn as you go along, just like the rest of us. One major benefit of fudging it the first time is that, further down the line, you have plenty of content to spruce up and re-post. 

And, although keyword research can seem daunting, just revisiting old posts, rethinking your target keywords and re-releasing them on your social channels can boost your SEO and drive plenty of new traffic to otherwise stale content.

Luckily, there are plenty of tools available to make the keyword optimising process as painless as possible – tools like Google’s Keyword Research Tool or Ubersuggest are a good place to start.

Using Ubersuggest is easy and free. Follow these 3 simple steps to find relevant keywords for your existing content:

  • Enter the URL you want to analyze (e.g. of your target blog post)
  • Select keywords in the left sidebar
  • Check out your results and suggestions

Once you have the keywords your site ranks for, you can decide how you want to update and optimize your content to boost your SEO. If other sites are outranking you, you can update your content with more keywords that their similar content also ranks for.

5. Share your content

Don’t let your efforts go to waste by editing posts, pressing ‘save’ in your CMS and walking away. You’ve worked hard to write, update and refresh that content and now comes the next important part: promoting it! 

You need to add your revived content to your content calendar immediately. There is no reason you can’t re-share old content. The biggest publishers on the web do it all the time. It’s not a cheat it’s a damned smart move. And, while you’re at it, add it to your newsletter as well.

Next, you need to add share buttons on your posts, if they weren’t there before. You can even revive the comments section (if you have one) by answering some old comments. The idea is not to get those commenters back in on the conversation but to show search engines that it’s still got some life.

Boost SEO And Drive Traffic Using Existing Content

If you want to boost your SEO and drive traffic to your blog, don’t sit at your desk for hours squeezing out new content. Dig into the gold mine you already have and revamp your existing posts. By updating your existing content, you’ll save time and effort and boost your traffic and rankings. Which content are you going to revamp to test this tactic? Let us know in the comments below. 

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