Yes, my friend. You read it right.
You can revive old under-performing articles on your blog to drive new search traffic.
I’ve been doing this on all my blogs. Old articles that never really drove search traffic or even shares are now working just the way I want them to. More shares and the search traffic is starting to slowly flow in.
I don’t promise that this method is going to generate huge traffic. But for example if you have 100 old articles that’s aren’t doing any good and you revive them then the results can be quite promising.
If the revived articles are able to get you even 10 visitors daily that results is some decent boost in traffic.
Daily traffic x no of days in the month x no of articles revived
10 x 30 x 100 = 30,000
I’ve written this article in two parts. Part 1 focusing on how you can assess your article is under performing and part 2 focusing on what you can do to get more shares, search rankings and more.
Evaluate Under-Performing Articles
The first step is to figure out which are the articles and pages that are not performing on your blog. There are 5 ways to identify these articles. Be cautious that you check your data points twice or thrice before you make any changes, as we do not want to affect the site in a negative way.
Its important to maintain certain aspects of the article intact while tweaking only whats required.
Your requirements and reasons to revive old posts might vary. I will cover various check points and you can apply them according to your needs.
Even though I started this article talking about reviving posts for search traffic, some bloggers might want to focus more on engagement as they have an alternative article that ranks for the keyword they want.
Low Volume Social Shares
This method of sorting out articles is for those who want to gain reach and are worried that their articles are getting enough social shares.
Few day’s back I was chatting to a friend I met on Twitter (Ian) who recommended that I give Social Warfare social share plugin a try. I immediately purchased the plugin and I’m already starting to see some results. I’m not going to talk too much about this plugin now, if you’re interested you can download Social Warfare (aff link).
The plugin has a widget option that allows you to filter for top performing articles. I used this feature to figure out the articles that have the lowest shares. Alternatively you can give web apps like BuzzSumo that allows you to see how your articles are performing on the social web.
To start off, note down the bottom 10 article. This makes it easy for you to measure and track the performance post revival.
Articles Driving Little to Zero Search Traffic
If you have Google analytics set up for your blog like me, then this will be quite easy for you. All you have to do is login to your Google Dashboard. Navigate to Behaviour, then Site Content, then All Content. On the display pane click on unique page views and it will automatically sort in descending order.
This will display the article that generate the lowest traffic, this is not limited to search. Its overall traffic.
This way we know that the article has to be optimized for Click-through rate as well. Get an export of the data, and pick out the top 10 articles.
There are always articles that get no comments or just a handful. Its as if no one cares about the topic you wrote about. But then again its not always the case. Sometimes we do not write strong enough call to actions that make a reader comment.
If you login to your dashboard, you will be able to filter out the posts based on comments. All you have to do is sort the articles in descending order and get the list of top 10 posts to revive them.
Based on Relevance
From time to time we write articles that are a little off top topic and at times are articles become irrelevant because it was focused at a specific timeframe.
If you spend a lot of time on the web that you might have come across hundreds of articles that are focused at a specific year and is completely irrelevant today. You leave the site just because its outdated.
If you have articles like this then you should maintain a list of these articles and add it to your website review so that you can revive the post during the review itself and not wait for the year end.
Topic Not Having Adequate Searches
This happens all the time. Search queries go out of trends meaning something that was once searched for is no longer been sought after. Therefore the search volume would be little to none. If you have written articles focusing on such topics, you might want to reconsider them o focus at a different area.
You can use Google Trends, Google Adwords, or premium tools like long tail pro to help find out such keywords that your articles are targeting.
This brings us to the send of part 1 identifying articles that are not performing per your need.
Optimize Under-performing Articles
Now that we have identified articles that are under performing based on different criteria’s its time to go to work on them. In part 2 of this article, we will focus on reviving the article for improved results.
The first thing you can do is to change the title of the article to something more catch. You can alternatively use the new keyword you have chosen to focus. Remember to keep the keywords quite close to the topic and not something distantly irrelevant. We still want the article to be focused at a keyword that is similar so that we can revive the post to match it.
You can ask a question in the title, you can make it a list. Depending on the approach you want to take with the article or the type of article what was written. The title is the hook with a bait that lures the readers to click and visit your blog to see what its all about.
The better the headlines the better the CTR would be. So pay good attention to this section while reviving old posts.
Optimize Content for New Keywords
Now that you can optimized your post title, its time to move on to the article. Carefully read the article and remove sections that are irrelevant to the new keyword focus. Replace it with much more relevant content and ensure that there is a flow to the entire article.
In addition to this introduce the keywords in your article at the beginning, middle and end of the article as per the on-page seo best practices.
You might have had images and video or none of them in your articles. Its time that you swapped them all out or vice versa. Add high quality images to your article making it stand out. Use an infographic if it fits with the new keyword focus, infographics gets a ton on share son Pinterest and also can help drive traffic to your blog.
Remove old videos or video that are no longer in use. We want to keep the article upto date with the current trends and standards.
A simple teak like adding an infographic to your article can make the world of difference to how it performs on the web.
Using Revive Old Post WordPress Plugin
As a booster to all those articles that you revived, you can download and install the revive old post plugin. This plugin allows you to share your articles across various social platform on auto-pilot.
All you have to do is configure it and let it do its job. Your older articles are automatically shared based on the time intervals you have set. This can enhance the overall strategy to revive old post driving both traffic and social shares.
If you don’t already revive your old posts, its time you started scheduling some time for this as the potential it has is great. And of course we all write articles hoping that they would rank on search engines and work tirelessly to achieve these results.
Is there any other old post revival technique that you follow? Share it in the comments below.