Reusing Old Content for SEO

The world is changing every day, all the time. Consumers are constantly changing their opinions, and sellers are constantly trying to change with those opinions. But, just because your old content might not be as relevant, doesn’t mean you have to throw it away completely. Updated content can help drive more traffic and engagement, so here are eight ways you can figure out what’s working, what’s not, and where you can improve.

1) Prune out the underperformers.
Sometimes, less is more. Pruning your content is cutting or consolidating old pieces that no longer add value. Use tools like Google Search Console to find pages with little traffic, then decide whether to update, combine, or delete them (if you read my last post, you’ll probably remember you need to redirect old URLs!). It also helps if you keep a record of what you’ve pruned so you can track results over time.

2) Add new keywords.
Your old content might just need a keyword refresh! Check Google Search Console to spot pages that have lost rankings and identify the keywords behind the dip. Run a competitor analysis alongside that with tools like Semrush to find new keyword opportunities. A little keyword love can go a long way!

3) Update links to recent sources.
Outdated links are not a good look. Make sure your sources are current, relevant, and live. This includes updating any internal links to your own content. Regular link maintenance not only helps readers but also keeps Google happy.

4) Refresh your internal linking.
If you have older content buried on your site, you can revive it by linking to it from newer articles. While this can help drive traffic, it can also boost your site’s structure and make it easier for search engines to crawl. Even better, using descriptive anchor text can make your links more clickable and helpful!

5) Expand sections with fresh insights.
Speaking of older content, what was the last time you read it? Take a fresh look and see where you can add more value, such as new insights, examples, or content from experts. Google will love helpful content if your readers do! If you’re not sure what to add, check out some high-ranked competitors for some ideas.

6) Add media and visuals.
A picture is worth a thousand words. You can spice up your content with visuals like infographics and short- and long-form content. For example, if you’ve written about “home decor trends,” a video tour could really make your content stand out.

7) Improve formatting and readability.
No one likes trying to read a wall of text. Try to break up paragraphs, add headings, or use bullet point lists. Even formatting changes like bolding or italicizing key points can make a big difference. Or, incorporate tip 6 and use pictures to break things up!

8) Repurpose and reuse.
Refreshing old content isn’t a one-time thing. Just like any other SEO, it’s an ongoing process. Hopefully you can use these strategies and increase the value of content you already have!