Regularly updating your blog is a cost-effective way to optimize your site for search engines. But if you’ve been at it for a while, there may be another even more cost-effective strategy: going back and updating your old content.
Google prefers “fresh” content. So that means your older posts are at a disadvantage.
Plus, if your content is years old, it was optimized for older SEO standards.
But it’s likely much of that content is still totally relevant. And it will take less time (and money!) to update than it would to create a whole new post.
Here are results from a single blog post refresh we did for a client.
Their monthly clicks from the blog post almost doubled, and their impressions more than doubled.
It’s a strategy that just makes sense for businesses who have been working at SEO for a while. Why not get more value out of content you’ve already created?