Historical optimization is the secret for a succesful blog

You’ve written blog posts for some time now. Every post is well researched, careful edited and promoted to your audience. Some articles will hit the sweet spot but some will not. Those top articles that will, are the backbone of your blog and bring an important piece of traffic.

Historical optimization is the secret for a succesful blogEver green content is the type that is always useful and can be published without having an expiration date. All you have to do is take a look at your top posts, dust them off and publish them again, right?

Historical optimization of old posts means taking a step back and:

1. Look at the blog’s Analytics report

Looking at the entire list of published posts and extracting the best performing to update is the starting point. Best performing articles might be lead generation sources, traffic sources or most shared and commented. It depends on your goals.

2. Find the keywords that bring traffic to the articles

Make a list with the keywords that bring traffic and then prioritize your keyword list based on the one or two keywords the majority of each post’s traffic comes from.

3. Optimize for conversions

Conversion optimize your posts using the target keywords identified in step 2, incorporating those exact keyword phrases into your posts’ calls-to-action.

Google loves fresh content so every time you update an article you make it look all fresh and new to the search engine. Also you’re building off the existing search authority the post has already accumulated.

If you already have a big stock of articles to choose from you can update a few every week. This is a gold mine for a few reasons:

  • brings in front old and valuable content
  • it counts as new content
  • you have new material for the content calendar
  • is way less work to do comparing to writing a new piece from scratch.

So, after looking up the perfect candidate for a historical optimization, you have to update the outdated data, add new information about the topic, and even link to other articles that debate on related subjects from your blog.

And finally change the publish date from your article so it seems brand new on the blog. Then just include it in the weekly content strategy, in your newsletter or in the Facebook boost post list.

Why should you do historical optimization for ever green content?

Because it will increase the search traffic to the blog. If you have many great articles from where to pick you can update old articles and use the gained time for researching new ones. Also it is a great strategy if you don’t have the time to write at the moment.

This strategy only works is you have a sizable amount of articles and they bring good traffic. After all, only a great content is worth of optimization.

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