There are a couple ways to boost your blog traffic through search engine optimization. One way is to create new content that is mindful of SEO, which you should obviously continue to do at a steady pace.
Another way that is often overlooked, but that can provide a great return on time investment, is going back and analyzing your older content. This can be especially helpful if you started blogging before you knew much, if anything, about SEO.
You could very well have older content that already exists on your site that could potentially bring far more traffic than it does today. The nice thing is that it takes much less time to improve SEO for existing content than it does to create new content. Also, a poorly optimized post or article on an evergreen topic is just a missed opportunity to gain traffic.
Here are a few tips for doing some SEO cleaning of old content:
- Look for content that is evergreen. There is less page-view reward in spending time optimizing content that is clearly dated and no longer relevant.
- Look for content that is getting less traffic than you think it deserves.
- Do fresh research on popular keywords. You might find that even a well-optimized post on a subject for one keyword phrase from a year ago might do better targeting a new keyword phrase that is being searched more currently.
- Spend a couple hours and go through redoing titles, meta tags and the content itself to better target your keywords.
- You might even consider recycling an older post that is relevant today by changing the post status date to a current date. Just be sure if you do this that you read the post closely for any references that will give away its old date. Freshen it up with new information or links for regular readers who might recognize the content. Also consider whether to leave comments, since a year-old comment on a day-old post is a big sign of recycled content.
- Keep tabs on which content you’ve edited, and watch stats for the coming weeks to see if the time investment yielded better page views.
You should still focus your attention on new content, of course. But a few minutes here and there freshening up and re-optimizing old content can go a long way in boosting your traffic.