Old Blog Content

We have moved on from the days of creating large quantities of blog posts simply to get your accountancy website to rank. Nowadays Google looks for quality posts that have a key purpose and a high expectation to convert, but it means that websites may have a large bulk of old blog content that comprises a mixture of quality and quantity. The question is what to do with it all?

This gives SEO folk quite a dilemma for their content marketing strategy. Should you leave the old posts there to help drive traffic? Are they doing more harm than good? Will there be a decrease in traffic if you remove them? Lots to consider; on one side of the fence, scaling down your content helps to improve crawl efficiency, whereas on the other side, a high volume of diverse content shows depth and consistency.

Most experts will tell you to go for value over volume, but there is a way of having your cake and eating it and that’s by turning quantity into quality. You can still have the volume but with value. How? By rewriting and repurposing old content.

Repurposing Old Blog Posts

Repurposing content can have several meanings. This can be an exercise where you take old content and reuse it for a new campaign, but in this case, I refer to it as taking old posts that perhaps have questionable quality and upcycling them so that they have more value.

Rewriting your blog posts gives an opportunity to create fresh content that is better optimized, has a better chance of driving traffic and a stronger conversion focus. It can also be better linked to other quality pieces of content and then promoted via your marketing channels to raise awareness and encourage clicks.

Auditing Your Blog Content

Before you rewrite your content, you need to perform an inventory of what you have in terms of blog posts. You can use a programme like Xenu Link Sleuth or Screaming Frog, to pull an export of URLs, which you can sort by blog posts.

Once you have an inventory, you can audit how they perform by running the URLs through Google Analytics. You have several options on how to decide which content to tackle; you could sort URLs by least amount of traffic or by lowest conversion rate – perhaps a mixture of both. Leave alone any that have a decent goal conversion rate. If they receive high traffic volumes, then I’d be inclined to leave them alone, unless they have really low conversion rates.

When re-optimizing old content, ensure you don’t pick a keyword you are already ranking well for. You can use the Xenu or Screaming Frog export to cross reference the keyword, to see if it’s already been used on another piece of content and avoid it.

For more advice on your accounting firm’s content marketing strategy, why not get in touch with Whitefish Marketing – a Kent based, award-winning digital agency with a wealth of experience in growing brand’s online presence. Call now on 01303 720 288.

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